Artificial intelligence is poised to dramatically alter Italian consumers' purchasing habits, both in traditional stores and online. This is what emerges from a recent study by Censis, which will be presented at the "Forum della Distribuzione Moderna 2025 - Il retail nell'economia del paese. Mercati, tecnologia e società" (Modern Distribution Forum 2025 - Retail in the Country's Economy. Markets, Technology, and Society). The poll finds that AI is becoming more widely used in everyday life: 55% of Italians are now familiar with it and use it on a regular basis. This marks the emergence of a more discerning consumer, increasingly aware and less inclined to compromise their expectations, who, through the use of sophisticated tools, explicitly articulates preferences and selection criteria. It's not surprising that 75% of those polled believe AI will have a substantial impact on their purchasing patterns, altering the total shopping experience both in-store and online.