48.18% of EU retailers that use AI use it for marketing or sales (2025).
48.18%
the latest figure (2025)
Official data
type of source
Why you can trust it. Eurostat, ICT usage and e-commerce in enterprises: official data, government statistics office or regulator. EU enterprises with 10 or more employees and self-employed persons; ICT usage survey 2025.
Official data: Government statistics office or regulator
What it measures
48.18% of EU retailers that use AI use it for marketing or sales
Data period
2025 (ends 31 Dec 2025)
Published by the source
2 Jun 2026
Who is counted
EU enterprises with 10 or more employees and self-employed persons; ICT usage survey 2025.
In the source's words
Enterprises mainly used AI software or systems for marketing or sales in the accommodation sector (58.82%) and in the retail trade sector (48.18%)
Checked at source
23 Oct 2026: Read on Eurostat Statistics Explained, "Use of artificial intelligence in enterprises" (data extracted December 2025). Publish date is the page last-edited date (2 Jun 2026).
Reuse
CC BY 4.0 (Eurostat reuse policy). Free to reuse with credit to Eurostat. Article says: planned update December 2026.
No changes recorded yet. First checked at the source on 23 Oct 2026.
Cite this number
APA
Eurostat. (2026). 48.18% of EU retailers that use AI use it for marketing or sales. Via digitaltreed, https://digitaltreed.com/statistics/marketing/eu-retail-ai-users-for-marketing
MLA
"48.18% of EU retailers that use AI use it for marketing or sales." Eurostat, ICT usage and e-commerce in enterprises, 2025. digitaltreed, https://digitaltreed.com/statistics/marketing/eu-retail-ai-users-for-marketing.
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FAQ
Questions about this number
What is the latest figure for AI in marketing (EU)?
48.18% of EU retailers that use AI use it for marketing or sales, for 2025, according to Eurostat, ICT usage and e-commerce in enterprises. We checked it at the source on 23 Oct 2026.
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