AI assistants are becoming increasingly prevalent in online retail, although consumers are not handing over full control to them. Adyen’s ‘2026 EMEA Retail Research’ survey shows that almost half of Gen Z and millennials in Poland already use them. At the same time, 47 per cent of respondents do not fully trust recommendations regarding product quality and price.
The biggest barrier remains the feeling of losing control, which half of the respondents fear. 46 per cent cite the risk of errors, whilst 39 per cent highlight privacy and data security concerns. Despite these reservations, 44 per cent of Poles would agree to let AI handle the entire purchasing process, including payment, provided the criteria were defined in advance. Those in their forties are the most open to this: 56 per cent say they would agree.
– This shows that investment in solutions supporting agentic commerce is not driven solely by a desire to implement new technologies. It is a response to changing consumer needs and the way in which they wish to engage with digital shopping. The pace of development of this new shopping model will depend on the market’s ability to create solutions that combine automation with security, transparency and user control,” says Matouš Michněvič, CEE Country Manager at Adyen.
AI is proving particularly valuable as an information filter. 62 per cent of users say it helps them find products more quickly, whilst 64 per cent say it cuts through the online noise. 56 per cent discover new brands thanks to it, whilst 49 per cent expect recommendations directly within online shops.
– Consumers today aren’t looking for more information, but for better answers. In a world overloaded with information, AI is becoming a tool that helps narrow down choices more quickly and arrive at the most relevant suggestions. It is also becoming increasingly clear that users’ expectations go beyond simply using external AI assistants. They want intelligent recommendations to be available directly on online shop platforms and to support them in making purchasing decisions right where the purchase actually takes place. AI is becoming an integral part of the modern shopping experience,” adds Matouš Michněvič from Adyen.
The scale of this phenomenon is growing alongside e-commerce. According to Eurostat, in 2025, 78 per cent of internet users in the EU shopped online, with the 25–44 age group being the most active. Adyen’s consumer survey was conducted between 6 and 13 May 2026 amongst a sample of 20,000 people from ten European countries, including Poland.
The survey was carried out by Censuswide between 6 and 13 May 2026 amongst a sample of 20,000 consumers (aged 16+) from the following countries: Poland, France, Spain, Italy, Sweden, the Netherlands, Germany, the Czech Republic, Portugal and Belgium.
