New study: AI Agents are reshaping retail across Europe

Artificial intelligence is transforming retail, with AI agents increasingly supporting consumers throughout the customer journey. According to a new European study, Agentic Commerce is no longer a future concept but an emerging reality, creating new challenges and opportunities for retailers, brands, and platform operators.

Survey across Europe

Based on a survey of 13,500 consumers across Europe, the study finds that more than half of European shoppers already use AI agents for activities such as product discovery, comparison, and review analysis, while a further 27% are open to using them in the future. Adoption is highest in Southern and Eastern Europe, with Germany currently in the middle of the European market. In Germany, 52% of consumers use AI-powered commerce applications, compared with 67% in Spain, 63% in Poland, and 60% in Italy.

Trust as the biggest barrier

The study identifies trust as the biggest barrier to wider adoption. Concerns about data privacy, transparency, and loss of control remain significant across all age groups. At the same time, younger consumers are increasingly willing to share personal data in exchange for better recommendations and more personalized shopping experiences.

Primarily used for research

Despite growing use of AI, consumers continue to prefer to make the final purchasing decision themselves. AI agents are primarily used for research, product searches, price comparisons, and evaluating reviews, while fully delegating purchasing or payment decisions to AI remains uncommon. The findings suggest that consumers want AI to support decision-making rather than replace it.

Shift in the customer journey

The research also highlights a shift in the customer journey. AI tools are becoming as important as traditional search engines during the research and comparison stages, while social media continues to dominate product inspiration. Marketplaces, retailer websites, and physical stores remain the primary channels for completing purchases. As a result, retailers will increasingly need to optimize their visibility not only for search engines but also for AI agents and their recommendation systems.

Retailers must address both human customers and AI agents

The study concludes that retailers must address both human customers and AI agents. While consumers prioritize trust, transparency, and user experience, AI agents rely on structured product information, pricing, availability, and clearly differentiated product data. Companies that fail to appear in AI-generated recommendations risk being excluded from consumers' consideration before purchasing decisions are made.

Strengthen trust signals such as reviews and certifications

To prepare for this shift, the study recommends that companies regularly assess their visibility in leading AI assistants, strengthen trust signals such as reviews and certifications, improve structured product data, position AI as a transparent advisor rather than a decision-maker, and create a seamless transition from AI recommendations to purchase.

Source: https://www.deloitte.com/de/de/Industries/consumer/perspectives/ki-agenten-im-einzelhandel.html