Artificial intelligence already influences the purchases of 6 out of 10 Spaniards

 

Artificial intelligence has become an increasingly present element in online shopping processes. According to a recent study conducted by IESE Business School in collaboration with Veepee and with the support of Kantar, 63% of Spanish consumers already use AI tools to facilitate their purchasing decisions.

AI as a shopping assistant

Users mainly turn to artificial intelligence to:

• Search for information about products.

• Compare different alternatives.

• Locate offers and promotions.

• Get personalized recommendations.

However, most consumers still see AI as a support tool and not as a substitute for their judgment. In fact, only 8% would be willing to completely delegate the final purchasing decision to an automated system.

Trust and transparency are key

The study highlights that consumer trust largely depends on the context in which artificial intelligence is used.

• 52% of users trust more in assistants integrated in stores or brands.

• 44% prefer to use generalist AI platforms.

Furthermore, transparency has become a decisive factor:

• 51% of consumers positively value understanding why artificial intelligence recommends certain products.

• Users demand tools that explain their suggestions and allow them to maintain control over the purchasing process.

An increasingly thoughtful purchasing process

The research also reveals differences between generations.

• Generation Z leads the growth in purchase volume and shows a greater predisposition towards second-hand.

• Millennials stand out for their weekly shopping frequency and for maintaining a more diversified consumption basket.

Despite these differences, there is a common trend: e-commerce has become a space for exploration and reflection.

Consumers no longer necessarily follow a linear process. They research, compare, pause, and resume the purchase when they believe they have all the necessary information. In this context, artificial intelligence acts as a support that facilitates decision-making, but without replacing human judgment.

Artificial intelligence is transforming the way Spaniards shop online. Its ability to streamline information search and offer personalized recommendations has favored rapid adoption, although consumers still value transparency and control over their decisions.
Everything points to the future of e-commerce involving a coexistence between technology and human judgment, where AI will act as an ally to enhance the shopping experience without replacing the consumer's final decision.