Spanish consumers who use the artificial intelligence (AI) To buy they grow 45 percent compared to last year, a fact that promotes those over 44, despite the fact that physical stores remain the preferred destination of Spanish buyers.
More than one in ten Spanish (11%) have used AI for the first time in the last twelve months as a help in their purchase experience, while more than half (55%) claim to be willing to make purchases using AI technology in the future.
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These data are collected in ‘Adyen Index: Retail Report 2025’, a survey conducted to 41,000 consumers over 16 years in 28 countries, including Spain. In it, a 45 percent increase is revealed among Spanish consumers who use AI to buy.
This data translates that currently, more than a third (35%) of the Spaniards surveyed use AI as help to make their purchases. This technology helps them inspire when choosing clothes, food and other items, as 57 percent of respondents have recognized.
Almost one in ten (8%) evidence that gets better ideas for new products when using this technology and more than half (53%) want to find unique brands using AI.
“We are entering an era in which AI can act as our personal stylist, making sets adapted to our individual tastes and preferences,” said Adyen’s communications director, Roelant Prins, in a press release.
The baby boomers and generation X lead the adoption of AI
The use of AI in the purchase experience is increasing its popularity in all demographic groups, but it is the generations of the Baby Boomers (who are between 60 and 78 years old) and generation X (between 44 and 59 years) that recorded a greater increase in the last twelve months, with 64% and 48%, respectively.
However, only 17 percent of those over 60 years old claim to use AI to make their purchases, while 66 percent of generation Z (between 16 and 27 years) and 47 percent of millennials (between 28 and 43 years) does.
Spanish buyers continue to prefer physical stores
When Spanish retailers were asked how they planned to increase their income in 2025, many pointed out the incorporation of artificial intelligence and other technologies among their most prominent strategies. Around a third (32%) said that it would invest in AI to support its sales and marketing activity and 29 percent, to support product innovation.
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Although investment in new technologies is welcome, only 38 percent of Spanish ‘retailers’ allows customers to buy and make transactions easily through ‘online’ and ‘offline’ channels. Another 18 percent of managers are scheduled to do so in the next twelve months. A similar amount (17%) plans to offer customers exclusive experiences in the store.
The report also reveals that ‘online’ technologies and experiences are opening new channels so that brands connect with their customers: 41 percent of users hope to buy in a trade through multiple channels such as social networks, applications and the ‘online’ store. And almost a third of consumers (30%) already claim to use social networks to buy.
But despite this wave of digitalization, physical stores remain the preferred destination of Spanish buyers (44%) compared to those who prefer to fill the shopping cart via the Internet (19%).
Respondents want to see and feel the product before buying it (46%), prove the items before (44%) and also refer to the advantage of immediacy when you are in the store. About a third (32%) ensures that they like to leave the store with the product at the time of purchase.