Geo: Europe
Area: Software
Type: Consumer
Theme: AI
π Key points
17% of users rely on AI most or every time they shop
UK leads: 12% use AI every time, 25% often
Germany and Norway show the lowest frequent AI usage
π Data Gem
π§ AI Is Now Your Shopping Assistant
In 2025, AI isnβt just helping you draft emails or fix grammar. Itβs helping you decide what to buy.
According to Verdaneβs latest data, 17% of active users across Europe now rely on AI βmost of the timeβ or βevery timeβ they make a purchase. In other words, AI isnβt just whispering in shoppersβ earsβitβs sitting in the cart.
πΊοΈ Whatβs the Maze?
Verdane surveyed 3,062 active AI users across six European markets. They asked: how often do you use conversational AI (like ChatGPT, Gemini, or Copilot) to help you shop?
Hereβs the short answer:
17% use it most or every time
32% use it sometimes
51% are still warming up or not using it yet
The UK is the most AI-reliant market in Europe when it comes to shopping:
12% of British users use AI every time they shop
25% use it most of the time
Thatβs 37% relying on AI heavily
Finland comes next with 11% every-time usage, while countries like Norway and Denmark lag at 1-3%.
What do people use AI for during shopping?
Discovering products (77%)
Comparing options (88%)
Finding the best price (73%)
Deciding what to buy (78%)
The verdict is clear: AI isnβt a novelty. Itβs becoming part of the purchase journeyβespecially for high-consideration or complex categories.
π Why It Matters?
For brands, this chart is a wake-up call. The funnel has changed. The decision layer now includes AIβoften before the shopper hits your site.
Hereβs why thatβs a big deal:
Your website might not even get visited
If your product isnβt mentioned by AI, youβre invisible
Search engine optimization? Still mattersβbut so does LLM optimization
And letβs be realβtraditional comparison tools are in trouble. If ChatGPT can suggest the top 3 DSLR cameras under β¬800 in 3 seconds, why click through five affiliate blogs?
For ecommerce and DTC brands, this shift means:
Invest in product data structured for LLMs
Focus on content that builds trust: reviews, Reddit mentions, FAQs
Test your visibility inside AI tools just like you check your SEO ranking
And if youβre not doing that yet? Youβre not future-proofing your sales funnel.
The AI shopper is here. And theyβre not going away.
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π Data Source
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Publish date: Only for MarketMaze+ subscribers
Region: Only for MarketMaze+ subscribers
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