London — Artificial intelligence is set to play a central role in reshaping the UK retail landscape in 2026, according to Tesco Media’s “We Know the Nation 2026” report.
The report highlights a combination of cultural shifts, cognitive triggers, and changing consumer behaviours as the primary forces influencing retail media and shopping experiences over the next year. Insights are based on analysis of Clubcard shopper activity.
While AI adoption continues to accelerate across the sector, the report notes that the focus is not on artificial intelligence in isolation. Instead, retailers are prioritising how AI is implemented to improve customer experience, including clearer online choices, more streamlined shopping journeys across digital and physical channels, and stronger brand-customer relationships.
Tash Whitmey, Managing Director of Tesco Media and Insight Platform, said that value remains a critical consideration for consumers amid ongoing cost-of-living pressures. She noted that shoppers are making more intentional decisions as choice expands, requiring retailers and brands to protect consumer confidence as well as budgets.
The report identifies two major behavioural patterns shaping shopper decisions: cultural influences, including emotions and social values, and cognitive changes affecting how consumers process information and navigate increasing choice.
According to Whitmey, the findings aim to help brands better understand evolving customer expectations by combining data science with creative insight to deliver more relevant and timely engagement.
Source: Tesco Media, We Know the Nation 2026
