Shoppers trust AI - to a point
Although artificial intelligence has evolved into an everyday shopping technology, consumers do not fully trust it.
More than eight-in-10 (82%) global consumers surveyed for the 10th annual Future Shopper report from creative firm VML have used AI. However, the study shows AI adoption remains concentrated around everyday tasks rather than autonomous purchasing, with 58% of respondents cross-checking AI-generated product recommendations before purchasing and 33% saying they would not allow AI to make purchases on their behalf.
[READ MORE: Survey: AI becoming mainstream shopping tool among consumers]
In addition, more than half (55%) of respondents say sponsored search results make it harder to find the best products and 53% worry AI shopping tools are commercially influenced. Almost half (49%) of respondents say AI-generated product imagery reduces trust in a brand and 48% skip content they believe was created using AI.
Findings in other key areas include:
Online shopping
Slightly more than half (51%) of consumer spending now takes place online. Regardless of channel, respondents rank price, product availability, and frictionless experiences most important above all else. Nearly half (48%) say they won't shop with brands that fail to meet their basic digital expectations, while 41% regularly abandon purchases because of frustrating online shopping experiences.
Financial anxiety
Nearly six-in-10 respondents report having greater financial anxiety than ever before, leading many to cut discretionary spending and reduced emphasis on sustainability. Respondents are prioritizing purchases more carefully, with emphasis on certain categories such as clothing, coffee and beauty.
Search
Search engines have reclaimed their position as consumers' top source for product inspiration and search, although 55% of respondents believe sponsored results make it harder to find the best products, 47% say their favorite online search platforms have become worse over time and 44% say search quality has declined over the past year.
Other findings
- Four-in-10 respondents say they would exchange deeply personal information — including real-time location, shopping habits, and health metrics — for monthly income.
- Family and friends remain respondents' most trusted source of purchasing advice, while traditional creators are losing influence (falling year over year from 15% to 13% influence force).
"AI dominates the conversations around business and commerce, but consumers are telling us a more nuanced story,” said Brent Taylor, global CEO of WPP Commerce and global commerce lead of VML. “Consumers are embracing AI and digital commerce, but they're also driven by financial pressure and growing intentionality in who they trust. Long-term loyalty will need to earn consumer confidence at every stage of the customer journey through transparency, consistency, and exceptional customer experience."
Future Shopper is VML's flagship annual report exploring the trends, technologies, and consumer behaviors affecting e-commerce. The report is based on global consumer research of 28,000 consumers across 17 countries, as well as expert insights.
