While AI shopping assistants are gaining popularity, consumer trust in their recommendations still lags. According to data from commerce intelligence company Product.ai, 43 percent of online shoppers now utilize AI to help make purchasing decisions, yet 86 percent of those users still verify recommendations through another source before completing a purchase.
The level of reliance on AI often depends on the nature of the purchase. Elena Madrigal, VP of Community and GTM at Product.ai, stated that consumers are satisfied with AI, but they do not yet have full trust in using the information to close a purchase immediately. Madrigal noted that shoppers tend to conduct more research when the purchase is more expensive, with 42 percent of online shoppers stating they would not trust an AI recommendation for items over $25 without checking another source first.
Consumers also show a tendency to double-check products that could affect their health or safety. Madrigal explained that concerns regarding the wrong skincare product causing a rash or the wrong running shoes causing an injury drive this need for verification.
Despite current skepticism, experts suggest these tools will continue to grow. Oliver Wright, senior managing director of industry and enterprise for consumer goods and retail at Accenture, said AI tools are likely to expand as people seek faster and more personalized recommendations. Wright explained that AI aims to act on a user's behalf to find the best value or fit, which may sometimes result in recommending a more expensive product that provides a better outcome.
Accenture found that 71 percent of consumers expect generative AI to influence at least half of their spending decisions over the next year. In a survey of more than 25,000 active AI users, 74 percent of people said they would trust a personal AI agent more than their best friend to make a purchase on their behalf.
Experts suggest that while AI shopping assistants can save time by scanning inventory, ratings, and personal preferences, they should be viewed as a starting point rather than the final word. Shoppers are advised to continue verifying pricing and product details before finalizing purchases.
