Hungary’s smart shoppers: one in five Hungarians says AI is increasingly influencing their spending decisions

AI meets Hungary’s new online majority

This year, 43% of Hungarians plan to do their Black Friday shopping online, proving that digital retail has become mainstream. In-store bargain hunting is much less popular: only 22% of respondents would choose this option. Online shopping is strongest among Gen Y (60%) and is also significant among men (39%), who also lead in using AI to find better deals and save money (Gen Y – 30%, men – 28%).

Interestingly, the youngest adults, Gen Z, are the ones who are leading in in-store Black Friday shopping, with 27% preferring this option. However, they are also the ones who are least afraid of AI: only 12% say they would not use it at all. Generation Z is also the most practical, leading the way in using AI for budgeting and time management during this period (19% and 16%).

AI’s impact is growing, but older generations are skeptical

While younger shoppers see AI as a practical tool for everyday life, older generations are more reserved. One in five Hungarians (20%) say AI has had a greater impact on their spending decisions than last year. Leading the change are Generation Z and Generation Y (both 28%).

However, this enthusiasm is far from universal: 26% of Hungarians say they would not use AI at all in their purchasing decisions. This rate is highest among Baby Boomers (49%), followed by Gen Xers (35%).

Shoppers are turning to technology for better financial decisions

For those using AI this shopping season, the top motivation is to save money (24%). Curiosity is also a key driver across all age groups, with 19% saying they are experimenting with AI simply to see what it can do. Meanwhile, 11% are using AI for inspiration when choosing gifts, and another 11% are relying on it to help them stay on budget.

The trend in AI usage extends beyond shopping. When asked what would most improve their finances in 2026, nearly 13% named AI-powered financial management tools, rising to 21% among 25-35 year olds, demonstrating that AI is evolving from a shopping gimmick to a true financial assistant.

Within Revolut, this shift is already evident: every November, the use of smart insights and real-time notifications spikes as customers prepare for Black Friday and Christmas spending.

Hungarian consumers are increasingly combining technology and economy. They are not chasing flash sales, but using digital tools to make smarter, more confident financial decisions.