The development is primarily driven by younger demographics and a wave of new users. Gen Z demonstrates the highest usage, with 53 percent using AI for shopping, followed by millennials at 41 percent. Over the past year, 16 percent of Gen Z and 14 percent of millennials have tried the technology for shopping for the first time.
"Filters out unnecessary noise"
Openness to letting AI manage the entire purchasing process is strongest among millennials with 46 percent, followed by Gen Z at 44 percent and Gen X at 39 percent. Among baby boomers, 17 percent state they are positive about this. Of the consumers who already use AI assistants, 58 percent say the technology helps them save time, and an equal number say it filters out unnecessary noise online. 47 percent also want merchants to use AI to provide proactive product recommendations.
The figures indicate a shift in consumer sentiment. As recently as early July, Ehandel.se reported on a research report from HUI Research, where 44 percent of consumers were negative about allowing independent AI agents to complete purchases for them, and only 20 percent stated they were positive.
Worried about losing the relationship
Retailers are also prepared for the technology. According to Adyen's report, 80 percent of the merchants surveyed say they are open to letting AI complete purchases on behalf of consumers. For 35 percent of merchants, the technology is the highest priority for the coming year.
At the same time, retailers prioritize security and control. 34 percent state that complete data security is the most important factor when implementing the technology, and 29 percent emphasize the importance of maintaining the direct customer relationship. The fear of losing the relationship with the customer is also the primary concern among merchants who are hesitant about the technology (32 percent).
Carlo Bruno, VP of Product at Adyen, comments on the development in the survey:
Although almost 40 percent of merchants say they prioritize this technology, many are worried about losing the personal connection with the customer. The way forward is to ensure that AI becomes a powerful complementary channel that gives consumers a new way to shop, while the merchant retains control over the customer relationship and data. The biggest challenge is not the technology but the relationship with the customer, says Carlo Bruno.
For consumers, trust and liability issues are crucial for wider adoption. 42 percent want clarity on who bears responsibility if something goes wrong in the purchasing process. 35 percent request a simple return process, and an equal number want the ability to review and cancel the purchase after an AI service has selected a product.
Among consumers who are not ready to delegate purchases to AI, 54 percent state that they want to browse and decide for themselves. 43 percent are worried about the wrong product being ordered, and 41 percent cite a combination of lack of trust in AI and concerns about data integrity as the main barriers.