1 in 3 Australians now use AI for shopping

Gen Z and Millennials remain the top users of AI for purchases.

Artificial intelligence use for shopping in Australian grew 45% in the past year, with one in three relying on it for outfits, meals, and new brands, according to Adyen’s newly released 2025 Annual Retail Report.

Whilst AI has been traditionally embraced by younger consumers, the report found that Baby Boomers (60–78 years) and Gen Xers (44–59 years) led the growth in AI usage, with adoption in both groups increasing by 65% over the past year.

Despite this, only 11% of Baby Boomers currently use AI for purchases, compared to 47% of Gen Z and 45% of Millennials.

“From helping people discover new brands to acting like a personal stylist for choosing outfits or planning meals, AI is fast becoming a trusted part of how Australians shop,” said Hayley Fisher, country manager for Australia and New Zealand at Adyen. “What’s particularly exciting is seeing how quickly older generations are catching on - it’s no longer just the domain of digital natives.”

Retailers are also increasing their reliance on AI. The report found that 26% of Australian retailers plan to invest in AI for sales and marketing in 2025, while 30% will use AI to drive product innovation.

Despite the growing importance of AI, Adyen’s report underscores the ongoing need for unified commerce solutions. Just 46% of Australian retailers said they currently offer seamless shopping experiences across online and offline channels, though 17% plan to enable this in the coming year.