Data: Seven out of ten retail staff trust AI to keep them safe at work

Seven out of ten UK frontline retail workers trust AI and automation to keep them safe at work, amid wider concerns over potential job losses, according to new research.

When it comes to tech on the frontline, 29% of retail workers believe AI will make work safer by taking on dangerous tasks instead of humans,  27% think it will spot risks humans might miss, and 25% think it will help with predicting and preventing accidents, according to workplace operations and improvement platform SafetyCulture.

Instead of feeling scared or anxious about AI and automation, retail workers were most likely to say they felt “curious” and “hopeful” about the new technologies in the workplace.

The survey also found that 42% of workers trusted management to make the right choices on AI compared to 26% who did not.

Although potential job losses and redundancies were frontline workers’ top concern (65%), they also had worries over machines making decisions without human oversight (37%).

The majority of frontline workers (55%) said they trusted AI to provide insights or instructions but not to make decisions, while 35% were worried about unreliable or ‘glitchy’ technology creating hazards.

SafetyCulture argued that the findings would reassure retail businesses seeking to accelerate their AI and automation plans in future years.

The research was released for World Day for Safety and Health at Work, which takes place on 28 April 2025.

Alex Brooks-Sykes, SafetyCulture’s lead for UK & Ireland, said: “There’s a lot for the retail industry to feel positive about here.

“Business leaders may assume the worst about workers’ attitudes to AI and automation being introduced in the workplace – but our findings show staff are generally optimistic about the safety benefits.

“It’s also reassuring to see that twice as many workers trust management to make the right decisions on AI adoption, than don’t. When introducing new technology, particularly when there’s uncertainty about its impact, being open and transparent is key, and communication is an area workers say their employer can improve on.”

He added: “Among the general positivity, there are some useful actionable issues that workers raise. Management must be open with workers about their AI and automation plans, and it’s worth considering how technology will reshape the workplace.”

The findings come as a host of retailers have been making further moves with AI.

In August, Sainsbury’s signed a seven-year agreement with digital commerce solutions firm NCR Voyix to “transform” its shopping experience with the technology.

In January, John Lewis also rolled out AI age checks to sell its knives online.

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