Two-thirds of shoppers use AI for product discovery, but 92% still trust human reviews

According to Bazaarvoice’s GEO Shopper Consumer Survey, which solicited responses from over 2,000 global consumers, three-quarters of people say AI tools have become beneficial while shopping, and 72% of respondents actively use AI for product recommendations.

Nearly half (45%) say they have purchased a product after receiving an AI recommendation.

However, while AI is accelerating discovery, the report’s findings indicate that human trust remains a key element to securing a purchase. Almost two-thirds (62%) of those surveyed would trust an AI shopping tool more if it clearly shared reviews and photos from real, verified purchasers.  

Bazaarvoice asserts that AI is best utilised by marketers earlier in the purchase journey, assisting shoppers with discovery and simplifying decisions by helping them evaluate options faster. 

When asked what would make them more likely to check out directly through an AI tool, 61% cited secure payment options, while 61% also said discounts or personalised offers would increase their likelihood to convert.

Alex Kirk, Director of Research at Bazaarvoice, said: “The findings from our latest GEO Shopping Consumer Survey show that the rules of discovery have changed, AI has now become the gatekeeper between brands and consumers. However, with 9 in 10 shoppers requiring validation from real customers before they buy, authentic human voices still serve as the non-negotiable anchor of the shopping experience. For brands to be discovered, they must treat their user-generated content as pivotal input for AI models, not just a display layer on their site.”

The story was first published on Campaign's sister publication Performance Marketing World.