A new report from Checkout.com, in collaboration with YouGov, paints a complex picture of public attitudes towards AI in e-commerce.
Deepfake fears undermine consumer trust
While AI promises to enhance convenience and product discovery, mounting consumer anxiety over deepfakes and synthetic fraud risks may threaten trust in the digital economy.
According to the Trust in the Digital Economy 2025 Report, over half of UK adults (56%) are concerned about being scammed by deepfakes, with Baby Boomers especially anxious (64%).
A similar proportion (54%) fear their likeness could be stolen and used to create synthetic identities – fraudulently completing transactions or impersonating them online.
The report, which surveyed more than 2,000 UK consumers as part of a broader global study, reveals that these concerns extend to other emerging threats.
Over half of respondents (54%) worry about AI-generated content being used for social engineering scams, while 40% fear that their shopping data could be weaponised to influence their political beliefs.
Embracing AI’s Potential
Despite these risks, British consumers are selectively embracing AI’s potential.
One in four already use visual AI tools to search for products online, and nearly as many use voice-based AI searches.
Retail remains the primary industry where AI search influences purchasing decisions (50%), but other verticals—such as travel and insurance (22% each)—are also seeing growing adoption.
Still, AI has not yet earned broad-based trust.
Almost half (46%) of respondents say they would not trust personalised product recommendations generated by AI, indicating a lingering scepticism toward more autonomous, opaque AI applications.
Yet, many are open to trialling tools like AI-driven price monitoring and alerts, with 26% expressing interest despite not having used them before.
Jenny Hadlow, Chief Operating Officer at Checkout.com, underscores the role of consumer confidence in sustaining the digital economy: “Trust in digital commerce is crucial.
When consumers are in control and see tangible value in AI applications, they are more inclined to adopt them. But unfamiliarity and headlines about deepfake-related scams breed caution.”
Retailer Concerns
Retailers share these concerns.
As fraud methods become more sophisticated – ranging from synthetic identity theft to real-time phishing – merchants are increasingly focused on maintaining consumer trust.
Julie Fergerson, CEO of the Merchant Risk Council, warns that fraud could escalate dramatically over the next three years unless proactive steps are taken.
Both merchants and consumers recognise the double-edged nature of AI.
Used responsibly, it can enhance fraud detection, streamline onboarding, and improve customer support.
But without robust safeguards, the technology risks eroding the very trust it aims to reinforce.
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