AI adoption reshapes Swedish retail and global advertising agencies

A recent Swedish study finds that 53 % of Gen Z shoppers and 41 % of millennials have used AI tools for shopping, with 58 % saying the technology saves time and filters online noise. Retailers are also receptive: 80 % of surveyed merchants are open to allowing AI to complete purchases, while 34 % prioritize data security and 32 % fear losing direct customer relationships.

In parallel, major advertising holding companies WPP, Omnicom, Accenture Song and Stagwell have partnered with Adobe to develop best practices for integrating agentic AI into corporate marketing. The collaboration, which also involves technology partners Microsoft and Anthropic, aims to create new workflows for AI‑driven campaigns and to define responsible use standards across the industry.