AI Trust Gap Persists Among Shoppers in North America
According to Salsify’s 2026 Consumer Research Report, merely one-quarter of consumers across the United States, the United Kingdom, and Canada engage with AI-driven shopping tools like ChatGPT during their purchasing processes.
Alarmingly, a scant 14 percent express complete trust in these AI recommendations, underscoring a pronounced ‘AI trust gap’ in consumer interactions with brands and e-commerce platforms.
While 22 percent of shoppers have begun to integrate AI tools into their shopping routines, another 27 percent employ these technologies with caution, opting to verify suggestions against alternative sources. Meanwhile, a significant 33 percent abstain from using AI shopping tools altogether.
The report asserts that trust can be bolstered when AI tools furnish exhaustive and accurate product information.
Approximately 31 percent of consumers indicated they would be swayed towards making a purchase if AI solutions offered comprehensive product descriptions and specifications. This illuminates the critical role that high-quality content plays in AI-enhanced discovery.
Consumer Preferences
- 22% of shoppers use AI tools.
- 27% adopting a cautious approach with verification.
- 33% opting out of AI shopping tools entirely.
While hesitancy prevails, consumers continue to treasure detailed product data, seamless online and offline shopping experiences, and quality-driven trust. Emerging Generation Alpha is increasingly affecting fashion-related purchasing decisions amid rising price sensitivity faced by brands.
Consumers maintain a preference for discovering products in-store while leveraging digital platforms for comprehensive research prior to purchases.
This emphasizes the necessity for brands to uphold cohesive and engaging product content across physical retail spaces, brand websites, marketplaces, and new AI interfaces.
Impact of Generation Alpha
Generation Alpha, encompassing individuals born from 2010 to 2024, now holds the title of the largest global generation and is significantly influencing household expenditure patterns.
Notably, 43 percent of parents surveyed acknowledged their Gen Alpha children’s impact on purchasing decisions in varied ways, with 9 percent stating these young influencers drive most household purchases.
This influence is particularly pronounced in the fashion and apparel sectors, presenting a unique opportunity for brands to craft family-centric, cross-generational engagement strategies.
Trust Through Quality and Value
High-quality products remain paramount in cultivating trust among consumers. Over half of those surveyed, specifically 54 percent, identified durability and longevity as key indicators of product quality.
Moreover, 67 percent declared that quality and value are the primary catalysts for brand trust. The report also highlights a growing sensitivity to pricing—an issue exacerbated by global trade dynamics and economic pressures—underscoring the need for brands to provide substantiating evidence of value through reviews, ratings, and credible data.
Salsify concludes that as digital retail environments evolve and AI becomes more integral to shopping experiences, brands that emphasize consistent, detailed, and reliable content will be optimally positioned to surmount the ongoing AI trust gap and maintain relevance with consumers in 2026.
This survey is based on insights gathered from nearly 3,000 respondents across the US, UK, and Canada.
Source link: Fibre2fashion.com.
