3 days ago

Consumers Distrust Generative AI Yet Rely On Its Advice

Many shoppers do not fully trust advice from generative AI.

Fewer than 40 percent of consumers said they trust this kind of advice, according to McKinsey research.

However, people still use AI to find products and compare what to buy.

This means people may use a tool even when they are unsure it is reliable.

Younger consumers also have relatively low trust in advice from family and friends.

Companies are therefore trying to make their product information easier for AI systems to understand.

Consumers are also looking for products that last longer and provide better value.

AI use is especially strong when people are making important choices about travel, beauty, and fashion.

Key facts

Generative AI trust: Consumer trust in generative AI advice was below 40 percent.
Consumer behavior: Shoppers increasingly use digital platforms and algorithms for product discovery and purchase evaluation despite skepticism.
Younger consumers: Recommendations from family and friends also scored poorly among younger demographics.
Brand websites: Brand-owned websites account for minimal direct citations in AI responses.
Business response: Companies are being pushed to adopt generative engine optimization strategies.
Purchase categories: Generative AI adoption remains strongest for high-consideration purchases such as travel, beauty, and fashion.
Value criteria: Consumers are considering durability, usefulness, repairability, resale value, and practical utility beyond upfront price.

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