When shoppers hit the stores, they’re not just looking for products – they’re seeking experiences. And it’s not just young folks driving this trend. According to Adyen’s latest report, 64% of Baby Boomers and 48% of Gen Xers have increased their use of AI in shopping over the past year.
This shift is happening fast. Over 11% of Spanish shoppers have used AI for the first time in the past 12 months to help with buying decisions. More than half are open to using AI in the future. It’s not just about using AI to find stuff – 35% of Spanish shoppers use it to get inspiration for clothing, food, and other items.
For retailers, this is a big opportunity. About 32% plan to invest in AI to boost sales and marketing, while 29% will use it to innovate products. Adyen’s Holly Worst puts it simply: AI is no longer a bet on the future – it’s a must-have for shops and shoppers.
But here’s the thing: even with all the fuss about online shopping, physical stores still rule. Around 44% of Spanish shoppers prefer browsing in person, compared to 19% who like buying online. Why? They want to see and feel products before buying, try them on, and get them right away.
It’s not an either-or situation, though. Shoppers want to buy easily across online and offline channels. Yet only 38% of Spanish retailers make this easy for their customers. Another 18% plan to do so in the next year.
One thing is clear: AI and unified commerce are key to winning shoppers’ hearts. As Roelant Prins, Adyen’s CCO, notes, AI can be like a personal stylist, putting together looks based on individual tastes. And with technologies like Adyen’s payment optimization suite, shops can offer experiences that keep customers coming back.
The bottom line? Retailers need to get on board with AI and unified commerce – or risk getting left behind.