I assume that you have already tried some of the most popular generative artificial intelligence tools (Chatgpt, Claude, Gemini) for your purchases. Whether it is to start looking for information about a product that interests you, to look for references about brands or to know different possibilities at the style or technology level, etc. We are at the beginning of a revolution in this field, which is having a great impact especially among the Gene generation.
And yet Brands still fail to capitalize at all the opportunity that AI represents for their businesses.
This is one of the main conclusions of the report Retail Report 2025 by Adywhich presents an especially revealing fact: The use of purchase -oriented AI has grown 45% in the last year in Spain, reaching 35% of consumers. AI is positioned as An assistant Inspiration, especially useful for choosing clothing, food and other products, according to 57% of current users.
That is, more than a third of Spanish consumers have already tried AI at some point in their Buyer's Journey.
And that is a lot.
The Z Leader generation, but the greatest growth is in the Baby Boomers
Although, as we could, to anticipate Generation Z is the most related to the use of AI (with 66% adoption, two out of three)The study highlights a significant increase in traditionally less digital generations: a 64% growth in the last year between Baby Boomers (60-78 years) and 48% in generation X (44-59 years). A striking intergenerational current that shows how artificial intelligence is consolidating as a transverse phenomenon in the Spanish retail.
Despite this, there is still a great margin of growth: Only 17% of those over 60 currently use this technology to buy, while in the case of millennials this percentage remains at 47%.
The retailers react … but little by little
In any case, the study throws a curious fact: although 61% of the Spaniards believe that retailers already use AI to recommend products, the truth is that Spanish retail trade goes to a slower pace.
Less than half of the retailers pointed out the incorporation of artificial intelligence and other technologies among their most prominent strategies to increase their income in 2025. Around a third (32%) said that it would invest in AI to support your sales and marketing activity and 29% to support product innovation.
“The AI is no longer a future commitment, but an imperative present for both consumers and shops,” explains Holly Wort, retail vice president in Adyen. The technology company has opted strong for this trend with its Adyen Uplift tool, an IA -based payment optimization suite that helps improve conversion, reduce fraud and lower costs.
The great omnicanal challenge
But the transformation is not limited to AI. The report indicates that Only 38% of Spanish retailers offer a unified purchase experience, integrating online and physical channels. This figure could increase in next year, since 18% have planned to implement it. A similar amount (17%) plans to offer customers exclusive experiences in the store. Meanwhile, 41% of consumers expect to be able to buy through multiple channels, such as social networks, apps and online stores.
Despite this digitalization, the physical store remains the preferred channel: 44% of Spaniards prefer to go to a store compared to 19% who choose to buy online. The reasons? See and touch the product before buying it (46%), try it (44%) and take it to the moment (32%).
For retailers, the challenge is to integrate the best in the digital and physical world into a coherent omnicanal proposal.
Looking ahead, consumers expect physical stores to offer a more attractive and enriching experience. Elements like Virtual or augmented reality, the presence of coffee shops within the establishment and organization of events or special activities They are increasingly valued. This trend is especially marked among the youngest: 44% of generation Z and 47% of millennials consider essential that retailers renew their face -to -face value proposition. They are followed by generation X (38%), Baby Boomers (31%) and, to a lesser extent, the silent generation (27%).
In parallel, retailers themselves are designing their road map by 2025. 23% plan to expand the number of physical storeswhile 27% points to expansion in new markets. In addition, 28% will invest in In-Store technology, Like digital mirrors or augmented reality, seeking to enrich the purchase experience and adapt to the expectations of new consumers.
Transformation in payment methods and priorities at the point of sale
Payment methods are also in full transformation. At the moment, 53% of retailers accept e-wallets, 33% offers the tap to pay option, 29% allow postponed BNPL type (Buy Now, Later Pay), and 28% have implemented apps. Also 28% have mobile terminals (MPOS) to facilitate payment from any point of the establishment.
Facing 2025, priorities focus on continuing to incorporate technological solutions to the point of sale: 26% plans to accept BNPL, 24% points to the use of Tap to Pay, 22% want to use mpos to improve customer service, 21% plans to accept electronic currencies, and 15% plans to activate self -flap options.
Cost optimization and payments efficiency
The pressure to improve the margins is also reflected in the payments area. 27% of retailers seek to reduce the costs associated with paymentswhile 34% consider that offering local payment methods can decrease commissions.
To do this, 41% are already applying savings technology such as intelligent routing, which allows payments to be more profitable. It is a system that dynamically selects the best processing channel for a transaction, depending on parameters such as location, type of card or currency in which it is done. For example, if a user tries to pay with PayPal and is not available at that time for having fallen, the system can automatically redirect to another valid option (for example, card).
Fraud, safety and generational perception
Fraud continues to be a significant concern for the sector. 29% of shops identify fraud and return returns as a very relevant costand 26% have registered an increase in fraud attempts during the last year. Faced with this panorama, 33% already use artificial intelligence as a prevention mechanism.
The younger generations are also the most affected: 66% of consumers of the Z generation and millennials have been a victim of fraud, compared to 54% of generation X, 36% of Baby Boomers and 27% of the silent generation.
Retail and social commitment
The report also highlights how payment technology is becoming a channel to support beneficial causes, although in this case its vision is global, not only at the Spanish level. Thus, 67% of consumers worldwide made donations in the last year, and 29% donates monthly or more frequently. This practice is more common among the youngest: 37% of generation Z donates regularly, compared to only 22% of those over 60 years.
One of the most recent forms of microdonation is automatic rounding when paying in cash. One in five young people from generation Z has used this function for the first time in the last 12 months, which shows the potential of payment technologies to promote social impact from everyday life.
Image: Flux Schnell
