New research from Adyen shows that over a third of global consumers now use AI to assist with shopping. In a survey of 41,000 people across 28 countries, 12 per cent reported using AI for the first time in the past year, and more than half expressed willingness to continue.

Consumers praised AI for providing inspiration and helping them discover unique brands. The fastest growth in AI use came from Baby Boomers and Generation X, though younger groups still dominate in actual usage.

While 57 per cent of Gen Z shoppers rely on AI, just 16 per cent of Boomers currently do so, despite a sharp rise in adoption. Retailers, in turn, are investing in AI to boost sales, product innovation, and fraud prevention.

Adyen's report also highlights the need for better integration between online and offline shopping experiences, with many retailers still lacking unified commerce offerings. Despite digital growth, physical stores remain the preferred channel for most shoppers, who value immediacy and tactile experiences.

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