AI-led
Ask AI to compare specs
Shoppers ask AI assistants to compare models, specs and prices before buying a device.
54
Why this score
Size and direction
36% of internet users who use AI tools already do it
Source: Gemius, Polskie Badania Internetu, IAB Polska, Akademia Leona Koźmińskiego, 2026 · Polish internet users who use AI tools
Flat: +8% a year
- Behaviour change+8% a year
Up from 37% to 40%, on the same question.
Share who do it, % · same question asked in 2025 and 2026
Source: Verdane (fieldwork Norstat), share of UK active conversational-AI users who use AI to help decide what to buy or compare products every time or most of the time · Who: active conversational-AI users (more than once a month) aged 18-60 in the UK
How we read changeUS leads with 58%; EMEA is at 36%.
Share who do it, % · Consumer electronics · 3 regions
- US58%
- APAC42%
- EMEA36%
Note: each region is read from its own studies, so read the order rather than small gaps. Source: Market Radar, AI Consumer Trends readings.
See it in USConsumer electronics leads: 36%, ahead of Beauty (31%).
Share who do it, % · EMEA · 3 sectors
- Consumer electronics36%
- Beauty31%
- Telco31%
Note: each sector is read from its own studies, so read the order rather than small gaps. Source: Market Radar, AI Consumer Trends readings.
See it in beautyThe score
Direction combines the signals available for this trend.
- 2 studies
- 2 countries
- 1 repeat survey
Drawn from Gemius, Polskie Badania Internetu, IAB Polska, Akademia Leona Koźmińskiego and Verdane (fieldwork Norstat).
What it means for marketers
Among active conversational-AI users in Sweden, Norway, Finland, Denmark, the UK and Germany, 30% have used AI to help decide what consumer electronics to buy or to compare options, the top category.
36% of internet users who use AI tools in EMEA already do it (reported); the reading is flat.
Adoption and research
Research36% · Gemius, Polskie Badania Internetu, IAB Polska, Akademia Leona Koźmińskiego
Comparing products is the most common use of AI when shopping online in Poland, cited by 36% of AI users; 28% check product details. General e-commerce, no electronics cut.
What the studies say
- reported by consumers
Najczęstszym zastosowaniem AI podczas zakupów online jest porównywanie produktów, wskazywane przez 36% respondentów.
Gemius, Polskie Badania Internetu, IAB Polska, Akademia Leona KoźmińskiegoE-commerce w Polsce 2026
Poland · 30 Sep 2026 source
- reported by consumers
Consumer electronics is the category where most AI users have used AI (30%), followed by travel (28%), and home appliances and furniture (19%)
Verdane (fieldwork Norstat)Emerging trends in consumer AI adoption in Europe 2026 update
EMEA · 1 Mar 2026 source
Studies behind Size (2)
Gemius, Polskie Badania Internetu, IAB Polska, Akademia Leona Koźmińskiego, E-commerce w Polsce 2026, 30 Sep 2026 · n=1,198 · PL · Link brand study
36% Comparing products is the most common use of AI when shopping online in Poland, cited by 36% of AI users; 28% check product details. General e-commerce, no electronics cut.
Verdane (fieldwork Norstat), Emerging trends in consumer AI adoption in Europe 2026 update, 1 Mar 2026 · n=3,167 · Link brand study
35% Among active conversational-AI users in Sweden, Norway, Finland, Denmark, the UK and Germany, 30% have used AI to help decide what consumer electronics to buy or to compare options, the top category.
Sources for what it means (3)
36% of internet users who use AI tools in EMEA already do it (reported); the reading is flat.
Based on: Gemius, Polskie Badania Internetu, IAB Polska, Akademia Leona Koźmińskiego, EMEA; Verdane (fieldwork Norstat), EMEA
72% of adults say they would ask AI to compare models and prices before buying (intent, not behaviour).
Based on: KPMG Germany (fieldwork and analysis by EHI Retail Institute), EMEA
Among active conversational-AI users in Sweden, Norway, Finland, Denmark, the UK and Germany, 30% have used AI to help decide what consumer electronics to buy or to compare options, the top category.
Based on: Verdane (fieldwork Norstat), EMEA
Adoption and direction
36% of AI users reported by consumers · range 35 to 36% across independent studies · Polish internet users who use AI tools
Direction: flat · +8% a year · 50% of the applicable direction signals measured
Behaviour change: +8% a year, 1 study
