Adyen today revolutionizes online checkout with Personalize, an AI-powered layer that dynamically tailors the payment experience in real time, giving merchants a powerful tool to boost conversions and please customers.
Adyen, the global financial technology platform used by some of the world’s largest brands, on Feb. 11 announced the launch of Personalize, a new artificial intelligence layer within its Adyen Uplift suite that dynamically adapts checkout experiences in real time based on individual shopper behavior. The move is designed to help merchants increase conversion rates, reduce transaction costs and make online payments faster and more intuitive for customers.
Personalize builds on the success of the original Adyen Uplift optimization suite, which launched in January 2025 and has already helped more than 6,500 businesses achieve an average increase in payment conversions of 1.2% above industry baselines, with some merchants realizing up to 6% gains. By analyzing shopper preferences and behavior before and during checkout, Personalize can reorder payment methods, adjust UI components and tailor offers in real time, which helps merchants reduce abandoned carts and streamline the payment experience.
Traditional online checkouts typically present the same set of options and security steps to every customer, regardless of history, location or device — a rigidity that research shows can lead to a high rate of dropoffs. Adyen’s new AI layer addresses this by using insights from its global payments data to recognize returning users, predict preferred payment methods and tailor the flow accordingly, reducing customer frustration and lost sales.
In addition to boosting conversion rates, Personalize helps merchants control transaction costs by highlighting more cost‑effective payment routes and identifying risk signals before a payment attempt is submitted. Early pilot results indicate that some businesses have lowered processing costs and improved checkout performance without adding friction for the shopper.
Carlo Bruno, Vice President of Product at Adyen, said the new feature strikes a balance between convenience and security, allowing merchants to tailor the checkout experience right from the first interaction while maintaining robust fraud protection. The Personalize module is available now to Adyen customers as part of the broader Adyen Uplift suite.
Adyen continues to expand its product ecosystem, aiming to turn payments into a strategic advantage for businesses by blending real‑time AI, risk management, and conversion optimization in a unified global platform.
