14% of shoppers in US, UK & Canada trust AI recommendations: Survey

While 22 per cent of shoppers have begun incorporating AI tools into their shopping process, 27 per cent use these tools cautiously and verify recommendations through other sources, and 33 per cent do not use AI shopping tools at all.

Despite this hesitation, the report suggested trust can be strengthened when AI tools deliver detailed and accurate product information. Around 31 per cent of shoppers said they would be convinced to make a purchase if AI-powered tools provided comprehensive product descriptions and specifications, underlining the importance of high-quality content in AI-driven discovery.

Consumers continue to value in-store discovery while relying on digital channels for research across multiple platforms before purchasing. This reinforces the need for brands to maintain consistent and compelling product content across physical retail, brand websites, marketplaces, and emerging AI interfaces.

The influence of Generation Alpha also emerged as a key theme. Born between 2010 and 2024, Gen Alpha is now the largest generation globally and is already shaping household spending. According to the survey, 43 per cent of parents said their Gen Alpha children influence purchasing decisions in some way, while 9 per cent said they influence most household purchases.

This impact is most visible across fashion and apparel, creating opportunities for brands to design family-focused and cross-generational engagement strategies.

Product quality and value remain central to building trust. More than half of shoppers, 54 per cent, cited durability and longevity as the strongest indicators of product quality, while 67 per cent said quality and value are the top drivers of brand trust. The report also noted rising price sensitivity, linked to global trade and economic pressures, making it increasingly important for brands to substantiate value through reviews, ratings, and credible supporting information.

Salsify concluded that as digital shelves evolve and AI becomes more embedded in shopping journeys, brands that prioritise consistent, detailed, and trustworthy content will be best positioned to bridge the AI trust gap and remain relevant to consumers in 2026.

The survey is based on nearly 3,000 respondents across the US, UK, and Canada.

ALCHEMPro News Desk (SG)