Adyen Reports 47% Surge in AI-Assisted Shopping

The checkout line of the future isn’t a line at all—it’s a conversation with an algorithm. On May 19, 2025, global payments leader Adyen unveiled the results of its sweeping new consumer survey, and the message is clear: AI isn’t just a novelty in retail—it’s rapidly becoming a necessity. The study, which surveyed over 41,000 consumers across 28 countries, revealed a staggering 47% surge in AI-assisted shopping over the past year. That’s not just a trend; it’s a tipping point. Perhaps even more telling, 12% of respondents reported using AI for shopping for the very first time this year. These aren’t just tech-savvy early adopters; this growth reflects a swelling tide of mainstream consumers dipping into AI-curated browsing, purchasing recommendations, and personalized concierge-style experiences. And with 55% of participants expressing a willingness to make future purchases via AI, retailers now face a fundamental shift: those who adapt quickly will thrive, while those clinging to static e-commerce models may be left behind. The implications ripple far beyond chatbot upgrades or sleeker UX design. AI is reshaping the entire purchase funnel, from discovery to decision. Consumers are turning to AI to narrow choices, compare reviews, apply promotions, and anticipate needs—functions once reserved for human intuition or exhaustive scrolling. In many cases, shoppers aren’t just using AI—they’re trusting it to be their retail co-pilot. For businesses, this evolution calls for more than just bolting AI onto existing systems. To remain competitive, retailers must rethink customer engagement entirely. It’s no longer enough to personalize after a purchase; the new expectation is intelligent interaction at every step—proactive, conversational, and frictionless. Adyen’s findings also underscore a key generational shift. Younger shoppers, especially Gen Z, show the highest adoption and satisfaction rates with AI shopping assistants, signaling that future brand loyalty may hinge less on price and more on predictive value and AI fluency. As the boundary between digital assistant and digital salesperson fades, one thing is certain: artificial intelligence has officially stepped into the fitting room, the grocery aisle, and the checkout screen. For retailers worldwide, the message from May 20, 2025, is loud and clear—AI isn't coming to commerce. It’s already here, and it’s changing everything.