Adyen Report: Over One-Third of APAC Consumers Now Use AI to Shop

In a powerful sign of how technology is shaping the future of retail, a new study by global payments platform Adyen has revealed that more than one-third of consumers in the Asia-Pacific (APAC) region now use artificial intelligence (AI) in their shopping experience.

The findings underline how AI is no longer just an experimental tool, but a mainstream component of how people browse, select, and buy products—both online and in physical stores.

The data comes from the Adyen 2025 Retail Report, which surveyed over 38,000 consumers and 13,000 merchants globally. In the APAC region, the study reveals that 35% of shoppers utilise AI in some form during their retail journey.

These tools include AI-powered product recommendations, chatbots, voice assistants, and visual search technologies.

A Region Leading Digital Commerce

The Asia-Pacific region has long been recognised for its digital-first consumers, and the report confirms that markets such as Singapore, Australia, Japan, India, and South Korea are leading the way in AI adoption.

• In Singapore, nearly 45% of consumers already use AI when shopping.
• In Australia, 32% of consumers use chatbots or other AI tools to resolve issues quickly.
• In India, mobile commerce integrated with AI is driving both urban and rural shopping behaviour.

Across these nations, AI is not just a novelty—it’s solving real-world problems, such as decision fatigue, information overload, and slow customer service.

How Consumers Are Using AI

Adyen outlines four primary ways consumers are integrating AI into their shopping routines:

1. Personalised Product Recommendations
   AI engines analyse user behaviour and preferences to suggest items that fit their tastes and needs, increasing satisfaction and cart value.
2. Chatbots and Virtual Assistants
   Retailers are deploying AI chatbots for 24/7 support, enabling shoppers to ask questions, track orders, and even process returns without the need for human agents.
3. Voice & Visual Search
   Tools like Google Lens and Alexa Shopping are making it easier to search for products without typing, especially for hands-free and visually based searches.
4. Inventory and Dynamic Pricing Systems
   On the backend, AI helps retailers optimise stock levels and pricing dynamically, ensuring high-demand products are always available.

African Markets: What Can Be Learned?

The implications of this trend for Africa are enormous. With smartphone penetration rapidly rising across countries like Nigeria, Kenya, Ghana, Egypt, and South Africa, AI in shopping could help the continent overcome legacy infrastructure issues in retail.

• WhatsApp-based AI shopping assistants are already being tested by fintech and retail startups.
• Voice-based AI tools in local languages can break the literacy barrier in underserved communities.
• AI-powered mobile payments can simplify checkout in areas where traditional banking access is limited.

The lesson from APAC is clear: retailers who embrace AI are not only improving customer experience—they are future-proofing their business.

Retailers Are Doubling Down

Over 60% of businesses in the APAC region surveyed said they plan to increase their AI investments over the next 12 months.
These investments aim to:

1. Drive operational efficiency
2. Create smarter loyalty programs
3. Offer real-time personalisation
4. Optimise supply chains

“Consumers are no longer just digital—they’re intelligently digital. Retailers must integrate AI in ways that are human-centered, secure, and adaptable.”

Warren Hayashi, President of Adyen Asia-Pacific

Final Thoughts

As AI continues to transform global shopping behaviours, APAC stands as a testing ground for what’s to come. For Africa, the opportunity lies in adopting regionally relevant AI tools that address local problems.

Retailers that ignore this evolution risk falling behind—not just in profits, but in relevance.