Czech consumers increasingly use AI as shopping assistants

According to the E-commerce Study 2026 by the Association for Electronic Commerce (APEK), 50% of Czech consumers have used artificial intelligence during online shopping. Currently, AI primarily serves as an assistant for orientation rather than an autonomous purchasing agent. The most common uses include comparing products (23%), selecting specific product parameters (22%), and searching for suitable items (21%).

Jan Vetyška, executive director of APEK, noted that while AI is becoming a standard part of the shopping process, its use is currently limited to basic functions such as summarizing reviews or finding alternatives.

Additionally, the study highlights the growing influence of social media influencers. Approximately 40% of online shoppers follow influencers, and 19% of customers made unplanned purchases due to influencer recommendations paired with discount codes. This trend is most pronounced among younger demographics, specifically those aged 15 to 34.