Shopfully Study: AI in Shopping Is Still a Niche

Consumers appreciate advertising when it offers tangible added value—and despite growing interest, AI in shopping is still far from widespread use. These are two key findings from the latest Shopfully survey, «The State of Shopping 2026,» for which a total of 6,605 users in eight European countries were surveyed in March 2026.

Advertising is effective when it provides guidance

For retailers and brands, the key factor is when communication is perceived as helpful. According to the study, advertising is most effective when it provides concrete support in the context of offers and information. 46 percent of respondents find advertising useful when it highlights promotions that would otherwise be overlooked. 38 percent say advertising is helpful when it supports their shopping planning. 30 percent appreciate advertising when it showcases products that match their needs.

The study suggests that advertising is most effective when it is specific and relevant to everyday life: as a reminder of relevant offers, as a planning aid, or as a suitable product recommendation. According to the study, if you want to make an impact, you don’t need to be louder—you need to be more relevant.

AI in retail remains a niche market for now

AI is making its way into everyday shopping—still gradually, but with a clear direction. Thirteen percent of respondents have used AI to make purchasing decisions in the past twelve months. So far, AI plays a minor role as a source of information before making purchasing decisions: When asked where they look for information online, 4 percent cite AI platforms such as ChatGPT or Gemini.

If consumers were to use AI while shopping, they would do so primarily for clearly defined, everyday tasks. 38 percent are interested in comparing prices across retailers. 24 percent would like help identifying misleading offers or pricing tricks. Twenty-one percent find features that track price drops on desired items appealing. At the same time, skepticism toward AI features remains high: 49 percent say they do not want to use any of the AI-powered shopping features surveyed and prefer to make decisions on their own.

A look at the tools used also shows that, so far, AI in shopping has tended to be used via general-purpose platforms rather than specialized shopping assistants. Among those who have already used AI to prepare for shopping, 91 percent cite traditional AI platforms, while virtual shopping assistants have been used significantly less frequently so far (nine percent).

Data Sharing: Added Value as a Prerequisite

When it comes to data, a clear pattern emerges. When consumers see a tangible financial benefit, their willingness to share data increases significantly. 39 percent would be willing to share their data if it led to better offers and discounts—at the same time, 39 percent do not want to share their data under any circumstances. Many make their willingness to share data contingent on clear conditions: 33 percent want to be able to easily manage or revoke their consent, and 21 percent want to understand exactly how their data is being used. Personalized product recommendations, on the other hand, convince only a few: Just 8 percent would share their data for that purpose.

According to the study, this presents a clear mandate for retailers and brands. Personalization does not work as an end in itself; rather, it must be transparent, controllable, and offer tangible benefits.

Julian Klein, Country Manager for Germany at Shopfully, summarizes the findings as follows: «The results show that consumers do not fundamentally reject advertising and technology. However, they expect a clear benefit. Ad formats must provide guidance and concrete benefits for individual shoppers, and AI, too, is only relevant if it creates transparency and helps people save money.»

About the study

Shopfully conducted the study «The State of Shopping 2026» in March 2026, collecting data from a sample of 6,605 users in eight European countries (Austria, Bulgaria, France, Germany, Italy, Romania, Spain, and Hungary) who are at least 25 years old and use Shopfully’s proprietary apps.

More information about the study and Shopfully is available at https://www.shopfully.com.