Archive · 30 Aug 2026
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.
McKinsey research found trust in generative AI advice is below 40 percent.
Consumers increasingly use AI and digital platforms to discover and evaluate products despite skepticism.
Younger consumers also reported low trust in recommendations from family and friends.
Brand-owned websites receive few direct citations in AI-generated responses, prompting generative engine optimization efforts.
Consumers are emphasizing durability, usefulness, repairability, resale value, and practical utility when judging products.
- Who
- Consumers, McKinsey researchers Danielle Bozarth and Clarisse Magnin, brands, and influencers.
- What
- McKinsey research examined low consumer trust in generative AI alongside continued reliance on AI and digital platforms for product advice and discovery.
- When
- The findings were discussed in a McKinsey Podcast episode and reported on August 30, 2026.
- Where
- The findings were discussed on The McKinsey Podcast; one report was datelined New Delhi.
- Why
- Consumers are using more digital sources to evaluate purchases, while seeking greater value through product durability, usefulness, repairability, and resale potential.
- 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.
