
One Italian in seven uses AI before buying, and those who do give it the same weight as Google: Netcomm’s 2026 data
In 2026, 35 million Italians shop online. 13.5% use AI before buying, to compare prices, get product suggestions, and summarize reviews, and those who use it rate it as decisive as the search engine. In the United States, 61 million people start their research with an AI assistant. Netcomm's October 21 data and the PYMNTS study, read for anyone who runs a brand.

