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La IA en el proceso de compra del consumidor español (informe temático
El Observatorio Cetelem30 Sep 2026SurveySpain
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22% of Spaniards would fully delegate the purchase process to AI if it had detailed data on their needs.
El Observatorio CetelemSpainSep 2026
32% of Spanish users have used AI to search for prices.
El Observatorio CetelemSpainSep 2026
39% of Spanish users have used AI to compare products.
El Observatorio CetelemSpainSep 2026
48% of Spanish users have asked AI apps for direct recommendations before purchases.
El Observatorio CetelemSpainSep 2026
60% of Spaniards reject AI executing purchases autonomously on their behalf.
El Observatorio CetelemSpainSep 2026
83% of Spanish consumers have used AI tools before making purchases.
El Observatorio CetelemSpainSep 2026
About this report
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