Moulton, JessicaAn update on EU consumer sentiment : the uptake of AI shopping tools / Jessica Moulton and Pavlos ExarchosSumario: The article analyzes the evolution of consumer sentiment in the main European Union countries at the beginning of 2026, in a context marked by persistent inflation and economic uncertainty. It examines levels of confidence, pessimism, and spending expectations by country and consumption category. The study incorporates, for the first time, the use of generative artificial intelligence tools in shopping processes, highlighting significant differences across European markets. The findings show that AI is mainly used for research, comparison, and inspiration rather than for executing transactions. The report concludes that companies must adapt their strategies to increasingly cautious and digitally oriented consumersEn: Mckinsey & Company. - March 9, 2026 ; 8 p1. Consumidores. 2. Inflación. 3. Comportamiento del consumidor. 4. Inteligencia artificial. 5. Investigación de mercados. 6. Unión Europea. I. Exarchos, Pavlos. II. McKinsey & Company. III. Title.
