Marketing

Shoppers buy with AI's help but trust AI content less and less

More and more people ask AI before they buy: they compare products and look for weak spots in offers. Yet the same people dislike the flood of AI-generated content and double-check recommendations elsewhere anyway.

Bartosz Bielawski

Bartosz Bielawski

· 3 min read
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Shoppers buy with AI's help but trust AI content less and less

Signal in the data

Independent sources on this topic: 1 in the last week, 5 in 30 days, 9 in 90 days. We have tracked it since 2026-07-21; 23 claims in our database in total.

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Number of independent sources per week (last 12 weeks).

What is happening

AI has become a normal step in shopping. According to one study, more than half of Poles used AI in a purchase decision over the past six months (Artur Jabłoński).

People use it for specific tasks: comparing products, reading review summaries and checking what is wrong with an offer. It is no longer a novelty, just one more browser tab before clicking "buy".

Where sources agree

Sources consistently point to the other side of the coin. Almost two-thirds of consumers think brands produce too much AI content, and more than half trust them less because of it (Gartner).

Nor are AI recommendations treated as the final word. The vast majority of shoppers double-check them, most often on Google and on brand sites. Marketers themselves rarely trust AI-written text without a human review.

Where they differ

The scale varies a lot. Some studies say most shoppers use AI, others say fewer than half do, and only about one in five people say they consciously use it when choosing a product (SemlyAI).

The gaps come down to what was asked. "I used AI at least once" is one thing; "AI helped me choose" is another. With numbers like these, always check exactly what was measured.

What to do

Assume your customer arrives after a conversation with AI and is looking for confirmation. Your product page should answer questions about drawbacks, differences and reviews, because that is exactly what they were checking.

Do not flood your channels with AI text. Today, less content that is specific and signed by a real person builds more trust than sheer volume.

Our take

AI has become a permanent step in shopping, but it has not replaced trust in brands and people. The stores that win will give customers solid confirmation after their AI chat, not another serving of generated text.

Confidence: medium - many studies confirm the direction, but the share of AI users depends heavily on the question asked and the market. We will change our view if: Research shows that shoppers stop verifying AI recommendations and buy straight from the chat.

Sources

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