Artificial intelligence is already being used by 65.5% of Poles aged 18 to 35 when making purchasing decisions. Of this group, 28.6% use it very rarely, 24.7% do so from time to time, and 12.2% use it regularly. Meanwhile, 30% do not use AI for shopping decisions at all.
According to the authors of the report, AI has already entered the mainstream of consumer behaviour. At the same time, the distribution of responses is typical of a technology that is still maturing. For young consumers, the greatest value currently comes from AI features that save time and reduce information overload.
A report by UCE RESEARCH and Shopfully Poland shows that 65.5% of young Poles use artificial intelligence when making purchasing decisions. By contrast, 30% of respondents in the dedicated survey of people aged 18 to 35 said they do not use it. Another 2.3% were unable to say, while 2.2% could not remember whether they used AI in this context.
“Looking at the survey results, we can already speak of AI entering the mainstream of consumer behaviour, particularly among younger people, who naturally adopt digital innovations more quickly. However, this does not yet mean full mass adoption in the sense of regular and conscious use of AI at every stage of the purchasing process,” said Robert Biegaj, co-author of the report and representative of Shopfully Poland.
Analysts at UCE RESEARCH noted that two out of three young Poles already use AI while shopping, although the intensity of use varies. The 65.5% result combines three responses: “yes, but rarely” at 28.6%, “yes, from time to time” at 24.7%, and “yes, regularly” at 12.2%.
Experts add that, for now, AI is more of a tool supporting purchases than an everyday decision-making assistant.
“This distribution of responses is typical of a technology at the stage of maturation. Most consumers are already familiar with AI and see its potential, but they have not yet developed a habit of using such tools regularly. There may be three main barriers behind the occasional nature of usage,” Biegaj said.
“The first is trust. Some consumers still prefer to verify information themselves and do not treat AI recommendations as the final source of knowledge. The second is usefulness. Not every purchase requires the support of artificial intelligence. The third is established shopping habits. For years, consumers have relied on search engines, price comparison websites and other users’ reviews, and these patterns remain very strong.”
The 30% of respondents who do not use artificial intelligence for purchasing decisions are divided into two groups: 23.2% said they do not use AI and do not see the need to do so, while 6.8% said they do not currently use it but plan to start.
UCE RESEARCH analysts see this as evidence of further growth potential. They argue that the market is already in a late-adoption phase, but has not yet reached saturation.
According to the report’s authors, the greatest value for consumers currently comes from AI functions that save time and reduce excess information. Artificial intelligence is mainly used to compare products quickly, analyse customer reviews, search for the best prices and recommend products tailored to specific needs.
“Inspirational functions are also becoming increasingly important. This is particularly true in categories such as electronics, fashion, cosmetics and home furnishings, where consumers often do not know exactly what product they are looking for. In such situations, AI helps narrow the choice and move more quickly from the search stage to a purchasing decision,” Biegaj said.
The study’s authors expect a clear shift over the next few years from individual support features to more comprehensive shopping assistants. AI is likely to become increasingly integrated directly into online stores, mobile applications and marketplace platforms.
“Users will not have to compare multiple offers themselves or analyse hundreds of reviews. The system will be able to automatically identify the products best suited to them, taking into account their budget, previous purchases, preferences and current promotions. The surveyed group of young consumers may become a natural catalyst for this process because it is the most open to testing new digital solutions,” the Shopfully Poland expert said.
Traditional methods of presenting products may gradually lose importance. If consumers increasingly use AI as an intermediary in the process of searching for information, retailers will need to ensure that their offer is attractive not only to people, but also understandable and accessible to algorithms.
This will increase the importance of detailed product descriptions, transparent technical specifications, high-quality customer reviews and personalised communication. Brands should also prepare for a situation in which the first “recipient” of their offer is an AI algorithm, and only then the consumer.
In the longer term, companies that can effectively integrate artificial intelligence into customer service, sales processes and marketing are likely to gain a competitive advantage.
Methodology
The survey was conducted using the CAWI method, or Computer-Assisted Web Interview, based on online questionnaires. It was carried out by the UCE RESEARCH analytical and research platform together with Shopfully Poland on a nationwide sample of 829 Polish respondents aged 18 to 35.
Participants were selected using quota-random sampling based on age, gender and region through a research panel. Participation in the survey was anonymous.
