The “Adyen Index: Retail Report 2025” study showed that artificial intelligence is no longer an addition to marketing, but is becoming the beginning of the purchasing process. 37 percent Poles use ChatGPT and other assistants AI when shopping, a 49 percent declares its readiness to provide such support in the future. According to the study, more than half of consumers (52 percent) uses AI to discover new brands, find inspiration and compare offers. Increasingly, the conversational interface – not the store or search engine – becomes the place where the purchase decision is made. 28 percent companies plan to invest in AI supporting sales and marketing within the next year. Meanwhile, entering the era of the so-called agent commerce means the need to rebuild the entire purchasing path, not just point-to-point technology implementations.
AI-based conversation platforms today act as a new discovery channel. The consumer comes to the seller with a more specific need and higher purchase readiness, because part of the decision-making process is taken over by the algorithm – says Matouš Michněvič, Country Manager CEE at Adyen.
A new sales model. What can companies do today?
Experts indicated the following issues as the key areas of companies’ operations:
- Sales design for multiple touchpoints 40 percent Poles expect opportunities shopping in multiple channels at the same timeand the development of artificial intelligence additionally increases the number of places of contact with the brand. Companies they should design sales in a consistent manner regardless of the point of contact with the customer: unify the shopping experience between channels and ensure consistency of the offer, prices, availability and payment processes. In the world of agents, the quality and consistency of the “source of truth” about the product (price, availability, variants, return policies) becomes crucial. It is on this data that the agent builds a recommendation and decision.
- Consistent backend for AI-initiated sales The greatest risk for companies today is the fragmentation of systems and data. According to the results of the “Adyen Index: Retail Report 2025” study 39 percent Polish enterprises operate in the unified commerce model, combining data from online and offline. Meanwhile, purchases can take place not only in applications or social media, but also in conversation with AI or – in the near future – through autonomous agents acting on behalf of the consumer. Agentic commerce is not about connecting to one AI tool. It’s about preparing your business to operate in many ecosystems at the same time, without becoming too dependent on closed solutions too early. This is important because there is a real risk of losing a direct relationship with the customer and the pressure not to get stuck in one ecosystem. That’s why companies should invest in solid foundations today – flexible integrations, auditability, tokenization and risk control that will allow them to safely handle agent-initiated purchases when this model starts to scale in the market – adds expert Adyen.
- Reducing payment friction and improving security Almost 40 percent Poles give up shoppingif the transaction finalization process takes too long. In the model agent commerce a purchase decision can be made much faster, but its effectiveness depends on an equally smooth finalization of the transaction. This means the need to invest in embedded payments solutions, automatic authorization and a consistent checkout experience in online and offline channels. At the same time, since every fourth respondent (23%) admits that AI increases their concerns about the possibility of fraud, systems based on real-time data analysis play a key role, which at the same time reduce purchase frictions, increase the effectiveness of authorizations and strengthen transaction security.
