What happened
Deloitte surveyed 13,500 consumers across 15 European countries and found that 56% of European consumers have already used AI to shop at least once, with adoption crossing the 50% mark in just 18 months — compared to roughly five years for e-commerce and ten years for smartphones. The report frames a structural shift for retailers: they now serve 'two customers' — the human and the AI agent advising them — with AI already the number-one channel for product comparison (57% of AI users) and generational splits in AI trust and usage (Gen Z uses AI for identity/style, Gen X sees it as a threat to autonomy). Deloitte recommends retailers optimize for 'Generative Engine Optimization' (GEO) to be found by agents, build genuinely comparable differentiation to be chosen, and invest in transparent data practices to be trusted. Methodology: 13,500-consumer survey across 15 countries, published as Deloitte's 'AI Maturity Index 2026.'
Why it matters
Retail and consumer-facing executives need to recognize that AI agents are becoming a primary customer-journey gatekeeper faster than any prior technology transition, requiring urgent investment in agent-readable product data, GEO strategy, and trust infrastructure before competitors capture the 'agent's shortlist.'
Action needed
Brief commercial/marketing leadership on Generative Engine Optimization (GEO) requirements and audit current product data structuring for AI-agent discoverability.