Archive · 30 Aug 2026
Consumers Seek AI Shopping Advice as Trust Lags
People are using AI to help them decide what to buy.
Younger shoppers are also looking at advice from family and friends.
However, they do not strongly trust recommendations from those people.
They are checking more kinds of information before buying something.
This gives them more sources to compare.
But they trust those sources less than before.
Bozarth said shoppers are considering more information sources.
The main idea is that shoppers want more advice, even though they remain cautious about believing it.
Consumers are seeking recommendations from artificial intelligence when shopping.
Younger consumers have limited trust in recommendations from family and friends.
Younger consumers consult a wider range of information before purchasing.
Despite using more sources, these consumers trust those sources significantly less.
Bozarth said consumers are bringing more information sources into their consideration set.
- Who
- Consumers, particularly younger consumers, and Bozarth.
- What
- Consumers are using more information sources, including AI recommendations, while showing limited trust in recommendations.
- Why
- To gather information before making purchasing decisions.
- Shopping behavior
- Consumers are seeking recommendations from AI.
- Younger consumers
- They show limited trust in recommendations from family and friends.
- Information sources
- Younger consumers are using a wider range of information before purchases.
- Trust level
- They trust those information sources significantly less.
- Commentator
- Bozarth noted the shift toward more sources and lower trust.