95% of retailers in Europe are experimenting with AI. But only 5% are seeing clear, scalable ROI. The gap isn’t access to technology, but the ability to turn AI into real commercial impact. That requires more than tools: it depends on where AI is applied, and whether the data, operating models, and skills are in place to scale it.
As AI reshapes billions in marketing and e-commerce spend, this gap becomes increasingly material. The retailers that move fastest to operationalize AI – and embed it into decision-making – will pull ahead.
This research was conducted in partnership with Retail Economics, an independent economics consultancy specializing in the retail and consumer sectors. The analysis combines a survey of retail marketing and e-commerce leaders with economic modeling of retail spend and employment across major European markets. Task-level analysis using O*NET data was then applied to assess where AI is most likely to augment marketing and e-commerce work.
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