Artificial intelligence is no longer just a shopping support tool; AI is poised to become a true commercial intermediary. This is the main conclusion of the "Retail Scenarios 2026", a study conducted for the third consecutive year by Adyen — a fintech platform specializing in digital payments, founded in 2006, which today encompasses more than 13,000 companies worldwide.
The study highlights the growing willingness of Italian consumers to entrust AI not only with the search for products, but also with the complete management of the purchase process, right up to the completion of the payment. This change could significantly impact the digital economy, redefining e-commerce business models and accelerating investments in technological infrastructure, payment security and data management..."
AI Enters the Consumer Sphere: "In the last twelve months, 34% of Italians have used an AI-based assistant to simplify their online shopping," explains Gabriele Bellezze, Country Manager for Italy. "Adoption is primarily driven by younger generations: 52% of Gen Z and 44% of Millennials report having tried these tools, while 13% of consumers have used them for the first time in the last year."
However, the most significant data concerns the willingness to fully delegate the buying process. In fact, 43% of Italians say they are willing to allow an AI assistant to select and purchase products autonomously, once the criteria and preferences have been established. This inclination is particularly high among Millennials (45%), but remains above 40% among Gen X, Gen Z, and Baby Boomers. For those who already use these tools, the benefits are mainly linked to efficiency: 65% believe they save time and 64% find them useful for navigating the wide range of options available online. In addition, more than half of respondents (54%) would like to receive personalised and proactive suggestions from retailers..."
