How Shoppers Navigate

AI and Authenticity

Overview

Consumers have mixed feelings about using AI: how you use it and how you highlight its use go a long way toward building customer trust, loyalty, and conversions.

Align your brand's AI strategy with your consumers' expectations to build trust.

Download our latest report

Inside the Report:

The Trust Divide on AI

Overall, shopper trust hasn't caught up with the rapid rise of AI in ecommerce. Many are still unsure or distrustful of AI when it comes to researching purchases. In the AI era, shoppers lean toward familiar, human-centered sources.

Most Trusted Information Sources for Online Purchases

Customer ratings or reviews - abstracted (1)

Reviews Run the Show,

But Only When They're Trusted

95% of shoppers read reviews before purchasing, but the vast majority are still skeptical of review quality. Shoppers are hunting for signs of reliability, so double down to make it clear your reviews are real with signals that make reviews feel authentic.

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How Shoppers Are Using AI

Discovery hasn't been disrupted (yet): 79% start shopping on retailer sites and 59% on search engines — only 12% start with AI chat tools.

Win the channels shoppers already use, then layer AI into the journey.

Interesting Finding

Al chat is still a starting point for a small share of shoppers; however, adoption nearly doubles among 18 to 29-year-olds and frequent shoppers. Among shoppers who already trust Al, usage jumps to...