--- title: The State of AI in European retail 2026 | Voyado description: Why are only 5% of retailers seeing AI ROI? Explore new research from Voyado and Retail Economics on AI maturity in retail. image: https://knowledge.voyado.com/hubfs/feature_image_730x495.webp --- In partnership with Retail Economics # The State of AI in European retail marketing and e-commerce #### **95% of retailers are experimenting with AI, but only 5% see ROI. ** Retailers are investing heavily in AI, but scalable ROI remains rare. This report uncovers the organizational and operational foundations behind AI maturity in retail — and what separates experimentation from measurable commercial impact. **Based on:** - 300 retail leaders - 10 European markets - Economic modelling - O\*NET task analysis ### Download the report You can read the report online [here](https://voyado.com/the-state-of-ai-in-retail/?_gl=1*13qjm3g*_gcl_au*MTExMDc4ODgzNy4xNzczMTMzNDc0LjQ1MzM0MzEyNi4xNzc4MjQwODE4LjE3NzgyNDA4MTc.) or download a PDF version via the form below. ![The state of AI in European retail - E-mail image design](https://knowledge.voyado.com/hs-fs/hubfs/The%20state%20of%20AI%20in%20European%20retail%20marketing%20and%20e-commerce/The%20state%20of%20AI%20in%20European%20retail%20-%20E-mail%20image%20design.jpg?width=1096&height=436&name=The%20state%20of%20AI%20in%20European%20retail%20-%20E-mail%20image%20design.jpg) ![State of AI_New_BG](https://knowledge.voyado.com/hubfs/The%20state%20of%20AI%20in%20European%20retail%20marketing%20and%20e-commerce/State%20of%20AI_New_BG.png) [Go to top](https://knowledge.voyado.com/the-state-of-ai-in-retail-2026-download#top)