As retailers face continued economic uncertainty and growing consumer expectations, AI has become central to how brands deliver meaningful engagement. In this global report, now in its third year, SAP Emarsys surveyed 10,000 consumers and 1,250 marketers to understand how both groups are using AI to shape the retail experience.

The research uncovers a major shift: 92% of marketers are using AI in 2025, and 64% plan to increase investment to boost customer engagement. Consumers, too, are turning to AI to find deals and streamline their shopping—55% say it makes shopping easier, and 53% say it makes it faster. Yet just 29% feel brands offer enough value in return for their data.

The report explores how marketers are working across departments to create connected, personalized experiences—and how consumer expectations are evolving in response. It also includes regional insights and year-over-year comparisons to help marketers stay ahead in the fast-moving engagement era.