We are pleased to share the second edition to our report, Emerging trends in consumer AI adoption in Europe.
Drawing on insights from 6,488 respondents aged 18–60 across Sweden, Norway, Denmark, Finland, Germany and the UK, this second edition shows that conversational AI is becoming embedded in everyday consumer behaviour. Private usage continues to outpace professional adoption, with nearly half of respondents using conversational AI privately at least weekly. Among active users, 94% expect their private usage to remain stable or increase over the next six months.
The report highlights AI’s growing role in shopping decisions. 82% of active users have used AI to research or compare products and services, and nearly one in five rely on it every time or most of the time when considering a purchase. Consumer electronics now leads AI-supported shopping, with further growth across home appliances and furniture, beauty and personal care, and automotive.
Alongside the survey findings, the report features perspectives from Verdane portfolio leaders, including Mathias Preuss, Chief Marketing Officer at PremiumXL, Axel Nyström, Director UK & Global E-commerce at Lumene Group, and Lars Thomte, Digital Marketing Manager at bildeler.no. Their insights illustrate how companies are adapting content, data and brand strategies as AI reshapes customer journeys.
The report also includes our checklist to help companies strengthen their visibility in AI-mediated purchase journeys. It outlines clear priorities across visibility, fundamentals, internal capability and how to integrate AI into the broader acquisition mix.
Overall, conversational AI is not replacing established channels, but changing their relative importance. It is influencing how consumers discover information, compare options and form preferences, with clear implications for brand building and customer acquisition.
We encourage consumer-facing companies and commercial leaders to act now. The checklist offers a clear starting point for turning insight into action.
Our Checklist to get you started on your AI Visibility
About Verdane
Verdane is a specialist growth buyout investment firm that partners with tech-enabled and sustainable businesses that help to digitalise and decarbonise the European economy. The flexible mandates of Verdane funds allow it to invest as a majority or minority control investor, replacement or growth capital, in single companies or in portfolios of companies
Verdane has raised €9 billion in capital and its funds have made more than 200 investments in fast-growing businesses since 2003. Verdane’s team of over 150 investment professionals and operating experts is based out of Berlin, Copenhagen, London, Helsinki, Munich, Oslo and Stockholm and combines deep sector expertise with long-standing local networks and presence in core European markets.
Verdane is also a certified B Corporation, the most ambitious sustainability accreditation globally. The firm only backs businesses that pass its 2040 test, which indicates whether the company can thrive in a more sustainable future economy.
Verdane is partly owned by the Verdane Foundation, which is focused on two areas: climate change and more equitable and inclusive local communities.
More info: www.verdane.com
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