Rewiring Retail in Europe: The AI Imperative

This new research by EuroCommerce, developed in partnership with McKinsey & Company, draws on market analysis, a survey of 36 European retail executives, and insights from more than 20 AI and industry experts.

Key findings: AI has now moved firmly beyond experimentation. The defining challenge for retailers is scaling it at pace and converting investment into real business value. The report estimates that AI could unlock €240 to €320 billion in economic value across European retail over the next five years. End-to-end transformation could add 4 to 10 percentage points to operating profit, underlining the scale of the opportunity. At the same time, 8 in 10 retail executives say it is still too early to measure AI’s impact on EBITDA, highlighting the current gap between ambition and delivery.

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