Can Commerce Brands Keep Up with How Consumers Are Using AI to Shop?

Artificial intelligence technologies are rapidly altering a wide array of sectors globally, and digital commerce is no exception.

E-Commerce has been a steadily growing market since it first came about decades ago.

Today, the companies powering online commerce, such as Shopify, are leveraging AI to the fullest of their ability.

And so are consumers, finds a new report from fintech Adyen.

Adyen’s “2025 Annual Retail Report” revealed a 47% surge in people using AI to shop.

A Censuswide poll of more than 40,000 consumers across several countries including Canada found that 12% have used AI in the past year for shopping-related applications.

“Consumers are embracing AI at an unprecedented rate as they discover how this technology is transforming the shopping experience,” noted Roelant Prins, CCO at Adyen.

Consumers say that AI helps provide inspiration when seeking ideas for outfits, meals, and more, according to the report. Others use the tech to find unique brands and novel products.

“We’re likely entering an era where AI can act as our own personal stylist, curating outfits tailored to individual tastes and preferences,” said Prins.

Most of the consumers using AI to shop skew younger, which should surprise few. A majority of Gen Z does, for example, compared with just 16% of Boomers. However, adoption rates among older generations are still rising.

“The demographic splits from our research showed some interesting results, especially seeing how older generations have been integrating AI into their shopping habits,” Prins remarked.

Holly Worst, who serves Adyen as vice president of retail, no longer considers AI a “future bet,” but rather a “current imperative for retailers and consumers alike.”

“By embracing AI,” Worst says, retailers can offer an “unparalleled customer experience.”

While this may prove true, physical stores remain the preferred destination for more shoppers (38% exercised a preference for brick-and-mortar versus 23% for e-commerce) with consumers citing a desire to see products in three dimensions, and feel them with their hands, even if they are content to ultimately make the purchase online.