Gen Z has started using AI for shopping

The Italian public is beginning to embrace AI in their lives—starting with shopping. This insight comes from the recent Retail Report 2025 published by Adyen, which shows that the use of AI for shopping has increased by 47% compared to last year. This transformation cuts across generations, with younger people leading the trend. In fact, Generation Z is the most active demographic group in Italy using AI for shopping: 53% report using it regularly. However, another significant finding is the surprising 58% increase in AI adoption among Baby Boomers, those aged between 60 and 78. This group has shown the highest growth rate, demonstrating that AI is also gaining ground among older generations. 32% of Italians say they use AI to enhance their shopping experience and view it positively. More than half of users—53%—say they draw inspiration from AI when shopping for items like clothing or groceries. Interestingly, another 9% use AI to discover new product ideas, while 52% express the desire to use the technology to find unique and original brands. This suggests a strategic opportunity for brands to leverage partnerships and cross-selling to expand their customer base.

Looking at age groups, the use of AI for shopping has also risen among Generation X (ages 44-59), with a 54% increase compared to last year. Still, as expected, technology penetration remains low among the elderly: only 16% of those over 60 currently use AI as a shopping tool, compared to 44% of Millennials (aged 28-43) and the aforementioned 53% of Gen Z. Overall, 57% of Italian consumers are aware that retailers could use AI to suggest targeted products. According to Roelant Prins, Chief Commercial Officer at Adyen, AI adoption is happening at unprecedented speed and is transforming the relationship between consumers and their purchases. Prins believes that in the future, artificial intelligence could become a kind of "personal stylist", capable of offering tailored recommendations for each individual. Despite AI’s growing presence in retail, only 25% of Italian retailers plan to invest in the new technology over the next twelve months, primarily to support sales and marketing. A smaller percentage, 22%, is focusing on AI to drive product innovation. Holly Worst, Vice President of Retail at Adyen, introduced Adyen Uplift, a new AI-based payment optimization suite designed to boost conversions, reduce fraud, and cut transaction costs.

But artificial intelligence isn’t the only technology transforming how Italians shop—Unified Commerce, the integration of online and offline channels, is also emerging as a key strategic focus for the coming year. Only 38% of Italian retailers currently allow customers to seamlessly complete transactions across digital and physical channels. However, another 16% plan to implement this feature within the next 12 months, and 14% aim to create exclusive in-store experiences. Meanwhile, consumers have increasingly high expectations: 37% want to interact with a company through multiple touchpoints, from social media and apps to online stores; 29% already use social platforms for shopping. Physical stores, however, remain essential for 37% of Italians, who prefer them over online carts, chosen by only 23%. 41% want to touch the product before purchasing, 40% want to try items on, and 31% say they want to walk out of the store with the product in hand. In short, AI’s path to full integration in shopping also involves addressing the psychological aspects of in-store experiences: the statistics confirm that consumers desire experiences as smooth as online shopping but still value the ritual of browsing, trying on items, and taking them home without waiting or shipping delays. More and more, we are living in an experience economy. Overall, the report highlights a gap between consumer expectations and the actual strategies implemented by retailers, suggesting that the full potential of AI in retail has yet to be realized.