AI is becoming a shopping companion - not simply a search box. Consumers are using AI assistants to research products, compare options, and make decisions. But even as AI earns a meaningful place in the purchase journey, shoppers still want evidence they can recognize, assess, and trust.
New research from IAB finds that creator perspectives can help provide that context. Consumers want creators included in AI shopping recommendations, especially younger generations. And when those recommendations are informed by credible creator reviews, consumers report greater confidence in the guidance they receive.
The research, conducted using the IAB Insights Engine, surveyed 2,200 consumers in five global markets - the U.S., U.K., Australia, Mexico, and India - who had recently used AI for shopping research. The . . .
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