Adyen research shows use of AI tech in shopping experience rising in popularity across all age demographics

Adyen has published a report that finds there’s been a 47% surge in people using AI to shop. In a poll of 41,000 consumers across 28 countries, 12% said they had used AI for the first time over the past 12 months to help them with their shopping experience. And 55% would be open to making purchases using this technology in the future.

37% of those polled use AI to help them get their shopping done. Shoppers are positive about their experience, with 58% saying AI helps to inspire them when buying outfits, meals and other purchases. 8% get their best ideas for new products when using the technology. 56% wanted to find unique brands using AI, a development that highlights the chance for brands to combine partnerships and cross-selling to drive customer sales. 

Use of AI in the shopping experience is rising in popularity across all age demographics, but it’s the Baby Boomer generation (60 – 78 years) and Generation X (44 – 59 years) who recorded the biggest increases over the past 12 months, at 60% and 58% respectively. However, just 16% of those aged 60 and over say they currently use AI to support them making purchases, while 57% of Generation Z (16 – 27 years) and 49% of Millennials (28 – 43 years) do.

Overall, 62% of consumers understood retailers might be using AI to recommend products to them.

“Consumers are embracing AI at an unprecedented rate as they discover how this technology is transforming the shopping experience,” comments Roelant Prins, CCO at Adyen. “We're likely entering an era where AI can act as our own personal stylist, curating outfits tailored to individual tastes and preferences. The demographic splits from our research showed some interesting results, especially seeing how older generations have been integrating AI into their shopping habits."

When retailers were asked how they are planning to increase their revenues in 2025, deployment of AI and technologies was a popular strategy. 32% would invest to support their sales and marketing activity and 30% would do so to support product innovation.

“AI is no longer viewed as a future bet - it’s a current imperative for retailers and consumers alike,” says Holly Worst, VP of Retail at Adyen. “Earlier this year we launched Adyen Uplift, our AI powered payment optimisation suite that helps businesses increase payment conversion, simplify fraud management, and reduce the cost of payments.” 

“By embracing AI in this way, we can help retailers offer an unparalleled customer experience as ‘good’ shoppers are able to speed through checkout whilst we can intercept fraudulent transactions. It is clear to see why AI has taken the top spot as the most-cited growth enabler for 2025.”

Just 42% of retailers currently enable customers to shop and complete transactions easily across online and offline channels. A further 18% of business leaders planned to enable this over the next 12 months. 17% are planning to serve customers with exclusive in-store experiences.

Adyen’s 2025 Retail Report found technologies and online experiences to be opening new channels for brands to connect with customers, with 40% of people expecting to be able to shop with a business across multiple touch points including social media, apps and the online store. For example, almost a third of consumers said that they use social media to shop (32%).

But despite such high digital usage, physical stores remain the preferred destination for shoppers (38%) over those who prefer filling their baskets online (23%). People wanted to see and feel the product before making a purchase (47%), try on items before purchasing (42%) and they also referenced the advantages of immediacy when in-store. 34% said that they like to walk out of the store with the product at the moment of purchase.

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.