The impact of XR and AI on consumer adaptation and retail transformation in the UK

This research investigates the role of Extended Reality (XR) and Artificial Intelligence (AI) based technologies in the growth of the UK retail industry and the development of consumer behaviours. Through the inclusion of theories like the Technology Acceptance Model (TAM) and Diffusion of Innovation (DoI) Theory, the study explores factors influencing consumer behaviours. Findings from 146 questionnaires highlight drivers for innovation adoption like convenience and perceived usefulness, however, the study also reveals barriers of privacy concerns and technical difficulties. The findings highlight XR and AI technologies having a role in enhancing the customer experience in the retail sector, especially in the case of participants from a younger age group who are tech-savvy. The research indicates there must be future initiatives to better tackle privacy, cost, and usability barriers to better establish consumer trust and improve innovation adoption.