AI adoption rises in Italy through commerce and education

Artificial intelligence is increasingly influencing consumer behavior and education in Italy. In the commercial sector, a trend known as ‘agentic commerce’ is emerging, where AI agents handle tasks ranging from product comparison to direct transactions. Research indicates that over 13% of Italian digital buyers already use AI to compare prices, receive personalized suggestions, or summarize reviews. Major tech entities are facilitating this shift; OpenAI and Stripe have developed the Agentic Commerce Protocol (ACP) for ChatGPT’s Instant Checkout, while Google announced the Universal Commerce Protocol (UCP) in early 2026 to manage the journey from product discovery to checkout.

In the educational sector, a national survey by INDIRE involving 5,342 secondary school students reveals that 94% of students use AI at least occasionally. Usage frequency increases with age, with nearly 28% of high school students using it almost daily. While 84% of students view AI as a study tool—primarily for writing, summaries, and foreign languages—concerns remain. Approximately 44% of students fear that AI could lead to dependency and a reduction in independent thinking skills. Despite these concerns, 76% of students report trusting AI-generated answers, though 62% claim to verify them through other means.