AI and shopping in Switzerland: Gen Z relies on shopping agents
According to Salesforce’s «Connected Shoppers Report,» AI is playing an increasingly important role in shopping behavior. Gen Z, in particular, is open to AI agents that make purchasing decisions on their own. The Swiss retail sector is investing more heavily in AI to remain competitive.
The way in which consumers shop is changing rapidly - driven by the increasing use of artificial intelligence. Generation Z in particular sees AI as an integral part of the shopping experience. According to the latest "Connected Shoppers" report from Salesforce, 63 % of Gen Z consumers worldwide would use AI agents to do their shopping for them. The technology could fundamentally change retail.
AI agents as new shopping assistants
In Switzerland, AI is already being used for this purpose. 53 % of the consumers surveyed stated that they had already discovered new products using AI. Intelligent shopping assistants are particularly appreciated for faster customer service responses (76 %) or for automated purchases at predetermined prices (75 %). In addition to AI, social media remains an important influencing factor: 40 % of Gen Z are inspired to buy new products via TikTok.
Generative AI plays a central role here: 54 % of Gen Z consumers have already used it to search for or evaluate products - compared to 39 % of the overall population. Generation Z is also significantly more open to AI-supported purchasing decisions: They use AI-supported product recommendations ten times more often than baby boomers and are 2.7 times more likely to let AI agents shop for them.
Swiss retail sector relies on AI
Swiss retailers have also recognized the potential of AI. 86 % of companies are investing more in the technology, and 82 % are convinced that AI agents will be decisive for their competitiveness in the next twelve months. The focus is particularly on AI-supported shopping assistants, interactive store helpers and optimized customer services.
Luca Pastorino, member of the Executive Board of Salesforce Switzerland, sees this as a great opportunity: "In an increasingly fragmented shopping landscape, in which social media platforms also play a significant role, understanding and meeting individual customer needs is becoming a key competitive factor." AI makes it possible to automate operational processes and free up employees for other tasks.
Difference between generative AI and AI agents
Generative AI creates content such as texts, images or product recommendations based on existing data. AI agents go beyond this: they make independent purchasing decisions, trigger orders and optimize customer processes. While generative AI generates product suggestions within an online store, for example, an AI agent can handle the entire purchasing process autonomously.
The data for the "Connected Shoppers" report come from two anonymized surveys conducted in 21 countries between 27 November and 26 December 2024. 8,350 consumers and 1,700 decision-makers from the retail sector were surveyed, including 500 consumers and 100 decision-makers from Switzerland.
