What: A comprehensive survey of 250 founders reveals striking differences in US and European approaches to AI adoption and business growth, with US founders showing higher optimism despite economic uncertainties.

Why it is important: The contrasting approaches to AI adoption and risk assessment (39% of US founders very concerned about rapid tech advancement vs 15% in Europe) offer valuable lessons for retail strategy development.

The 2025 Sifted AVP Transatlantic Founder Index reveals significant disparities in how US and European founders approach technology adoption and business growth. Despite global economic volatility, US founders consistently demonstrate higher confidence levels across key metrics, rating their access to capital (7/10 versus Europe's 5/10) and talent acquisition (8/10 versus 6/10) more favourably. The survey highlights a notable divergence in priorities, with European founders focusing more on capital efficiency and measured growth, while their American counterparts show greater appetite for rapid scaling and technological advancement. This contrast is particularly evident in their approach to AI implementation, where 39% of US founders express serious concerns about keeping pace with technological change, compared to just 15% of their European counterparts. The research also reveals that while both regions face similar challenges, their responses differ significantly: Europeans emphasise customer acquisition (32%) and regulatory compliance (20%), while US founders prioritise technological adaptation (26%) and supply chain resilience (21%).

IADS Notes: Recent market data underscores the significance of these transatlantic differences in retail technology adoption. In March 2025, research showed that 87% of early AI adopters experienced revenue increases of 6% or more, while McKinsey's February 2025 report revealed that 71% of consumers now expect personalised interactions. However, implementation success varies significantly between regions, with only 10% of European retailers successfully scaling their AI applications compared to higher rates in the US. This gap is further evidenced by contrasting approaches to AI investment, with US retailers more aggressively pursuing technological integration, as demonstrated by Walmart's successful implementation of AI-powered personalised homepages in October 2024, while European counterparts focus on balanced, regulation-conscious deployment strategies.

European consumers brace for more uncertainty

Explore the country deep dives below:

Denmark: Cautious Optimism – Danish Consumers Pursue Value in Volatile Times

France: Caught in Uncertainty, French Shoppers Reveal Their True Selves

Germany: German Consumers – Saving Where They Can, Spending Where They Must

Italy: Gloomy Outlook: Italian Consumers Reallocating Their Spending

Spain: Adapting Under Pressure – Insights into Spanish Consumer Behavior 2025

Norway: Optimistic but Disciplined – How Norway’s Consumers Demand Value-First Choices in 2025

Sweden: No Turnaround Yet – Swedish Consumers Rethink, Don't Retreat

Romania: Romanian Consumers – Price-Driven Pragmatism in a Volatile Environment

United Kingdom: UK Consumers – Saving Where They Can, Spending Where They Must