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
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Inside the report:

Data Viz 1

The AI maturity gap

Adoption is high. ROI is rare.

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Why ROI remains rare

Is adoption is nearly universal, why isn't ROI?

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Profile of a leader

What separates 5% from the rest?

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14.9 billion euros of retail spend influenced by AI

AI maturity is becoming a financial variable

€14.9 billion of retail marketing and e-commerce spend is set to be reshaped by AI.

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The cost of delay

As AI exposure expands, the maturity gap becomes a commercial divide.

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Webinar: Inside the findings

We bring together three experts to discuss the report and what the data means.

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