Kuala Lumpur, September 2025 — Malaysian consumers are embracing artificial intelligence (AI) in their shopping journeys in record numbers, according to the latest Adyen Retail Report 2025. Across surveys spanning 28 markets, 58% of Malaysian shoppers said they already use AI in ways that shape how they discover and buy products — a rate well ahead of the global average of 37%.
The report highlights how Malaysians are turning to AI not just as a novelty, but as a serious part of their retail decision-making. Seventy-one percent say AI spurs ideas for everyday things like meals, outfits, and purchases; 69% say AI introduces them to brands they might not otherwise encounter; nearly one in five (18%) believe some of their best product ideas have come directly from AI tools. Furthermore, roughly 60% say they are open to making purchases directly through AI in the future.
Despite strong enthusiasm, sentiment is mixed about how AI is used. Approximately 26% of Malaysians find some retailer AI applications invasive — especially when it comes to recommendations or offers based on browsing history. Still, many understand the trade-off: if AI can make shopping more personalised, convenient, or secure, the benefits are often seen to outweigh the discomfort.
Retailers in Malaysia are responding quickly. According to the same report, many are investing in tools and technologies aimed at enhancing customer experience, reducing friction in checkout, and improving in-store engagement. Over half of Malaysian retailers plan investments in faster or more seamless checkout options, self-service kiosks, and other AI-driven efficiency upgrades. These shifts reflect both the expectations consumers now have, and the competitive pressure to meet them.
Malaysian shoppers’ strong adoption of AI is shaping what can be expected of retail in the region: a blending of online and offline, higher expectations around personalization, and a rising demand for seamless, intelligent commerce. As retailers work to balance data-privacy concerns with utility, Malaysia appears poised to lead in defining what “AI-augmented retail” looks like — and not just in Asia, but globally.
