Over 40% of Europeans are shopping with retailers that have better AI

Vercel Report Cover

AI is no longer just changing how consumers shop. It's changing where they choose to shop.

We surveyed 4,000 consumers across Europe for a new World Retail Congress report, produced in association with Vercel, to understand how AI is reshaping retail.

The findings put the AI investment case into sharp focus.

  • 59% of consumers in Southern Europe say they would choose one retailer over another because it offers better AI-powered shopping experiences
  • 43% of UK consumers say the same, 40% in Germany, and 39% across the Nordics

Consumers are beginning to reward retailers that use AI to make shopping easier, more relevant and more personalised. That makes AI investment a growth strategy, not just a technology strategy.

The report also explores:

  • Why AI search has already overtaken social media as a product discovery channel
  • How poor AI experiences are becoming a direct revenue risk
  • Why digital foundations matter more than AI features

Download the full report to understand where European consumers are and what they want from AI.

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