AI is becoming part of how we shop, but how much do consumers actually trust what an AI assistant recommends? In this episode, I’m digging into two new research studies — one from Acosta Group, and one I conducted with Bazaarvoice — to explore what shoppers really think about AI-powered shopping recommendations, advertising, brand discovery, and trust.

I’ll walk through what happens when shoppers encounter ads inside AI tools, why consumers are increasingly taking a “trust but verify” approach, and how AI is changing the way people research products both online and inside physical stores. I’ll also look at what all of this means for challenger brands, established brands, and retailers as AI increasingly becomes part of the shopping journey.


This episode is sponsored by GrowthLoop

Timeline

[02:13] - Why shoppers are concerned that advertising could influence AI recommendations

[05:23] - The rise of “trust but verify” as consumers increasingly use AI for shopping research

[07:18] - How AI is becoming a second opinion for shoppers right in the store aisle

[10:22] - Why AI could make consumers more willing to discover and switch to unfamiliar brands

[13:15] - The opportunity for challenger brands — and why reviews and other proof points matter

[14:42] - Why established brands’ first-click advantage may only be temporary

[15:03] - The changing role of retailers as shoppers use AI to validate prices, products, availability, and reviews


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