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

Sunaina Chaudhary; Leonardo Mataruna-Dos-Santos; Bernard Boateng; Nasir Iqbal; Rommel Sergio; Arfeen Shah

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

Sunaina Chaudhary
, Leonardo Mataruna-Dos-Santos
, Bernard Boateng
, Nasir Iqbal
, Rommel Sergio
, Arfeen Shah^*

^*Corresponding author for this work

School of Business and Creative Industries

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

21 Downloads (Pure)

Abstract

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.

Original language	English
Title of host publication	Navigating the Digital Frontier: Harnessing Emerging Technologies for Business ‎Success
Subtitle of host publication	ICBT 2025
Publisher	Springer Cham
Pages	629-641
Number of pages	13
ISBN (Electronic)	9783032002501
ISBN (Print)	9783032002495
Publication status	E-pub ahead of print - 2 Jan 2026
Event	International Conference on Business and Technology 2025 - University of Edinburgh, Edinburgh, United Kingdom Duration: 12 Apr 2025 → 13 Apr 2025 https://icbtedinburgh.com/

Publication series

Name	Lecture Notes in Networks and Systems
Publisher	Springer
Volume	1821
ISSN (Print)	2367-3370
ISSN (Electronic)	2367-3389

Conference

Conference	International Conference on Business and Technology 2025
Abbreviated title	ICBT 2025
Country/Territory	United Kingdom
City	Edinburgh
Period	12/04/25 → 13/04/25
Internet address	https://icbtedinburgh.com/

Keywords

extended reality
artificial intelligence
consumer adaptation
United Kingdom
retail

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Embargoed Document

2025 04 03 Chaudhary et al XR accepted - for Pure
Accepted author manuscript, 304 KB
Embargo ends: 2/01/27

Cite this

Chaudhary, S., Mataruna-Dos-Santos, L., Boateng, B., Iqbal, N., Sergio, R., & Shah, A. (2026). The impact of XR and AI on consumer adaptation and retail transformation in the UK. In Navigating the Digital Frontier: Harnessing Emerging Technologies for Business ‎Success: ICBT 2025 (pp. 629-641). (Lecture Notes in Networks and Systems; Vol. 1821). Springer Cham. Advance online publication.

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title = "The impact of XR and AI on consumer adaptation and retail transformation in the UK",

abstract = "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.",

keywords = "extended reality, artificial intelligence, consumer adaptation, United Kingdom, retail",

author = "Sunaina Chaudhary and Leonardo Mataruna-Dos-Santos and Bernard Boateng and Nasir Iqbal and Rommel Sergio and Arfeen Shah",

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isbn = "9783032002495",

series = "Lecture Notes in Networks and Systems",

publisher = "Springer Cham",

pages = "629--641",

booktitle = "Navigating the Digital Frontier: Harnessing Emerging Technologies for Business ‎Success",

note = "International Conference on Business and Technology 2025, ICBT 2025 ; Conference date: 12-04-2025 Through 13-04-2025",

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Chaudhary, S, Mataruna-Dos-Santos, L, Boateng, B, Iqbal, N, Sergio, R & Shah, A 2026, The impact of XR and AI on consumer adaptation and retail transformation in the UK. in Navigating the Digital Frontier: Harnessing Emerging Technologies for Business ‎Success: ICBT 2025. Lecture Notes in Networks and Systems, vol. 1821, Springer Cham, pp. 629-641, International Conference on Business and Technology 2025, Edinburgh, United Kingdom, 12/04/25.

The impact of XR and AI on consumer adaptation and retail transformation in the UK. / Chaudhary, Sunaina; Mataruna-Dos-Santos, Leonardo; Boateng, Bernard et al.
Navigating the Digital Frontier: Harnessing Emerging Technologies for Business ‎Success: ICBT 2025. Springer Cham, 2026. p. 629-641 (Lecture Notes in Networks and Systems; Vol. 1821).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

TY - GEN

T1 - The impact of XR and AI on consumer adaptation and retail transformation in the UK

AU - Chaudhary, Sunaina

AU - Mataruna-Dos-Santos, Leonardo

AU - Boateng, Bernard

AU - Iqbal, Nasir

AU - Sergio, Rommel

AU - Shah, Arfeen

PY - 2026/1/2

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N2 - 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.

AB - 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.

KW - extended reality

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KW - consumer adaptation

KW - United Kingdom

KW - retail

M3 - Conference contribution

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BT - Navigating the Digital Frontier: Harnessing Emerging Technologies for Business ‎Success

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

Abstract

Publication series

Conference

Keywords

UN SDGs

Embargoed Document

Fingerprint

Cite this