Artificial intelligence has become an everyday part of online shopping, but most people still verify what it tells them.
According to a joint study by the Interactive Advertising Bureau (IAB) and research firm Talk Shoppe, AI is now the second-most influential source in the consumer shopping process, trailing only traditional search engines. Yet its influence stops short of final purchase decisions. The research found that while AI shortens the time needed to compare and narrow choices, 95 percent of shoppers take at least one extra step afterward to confirm details before checking out.
The findings capture a new kind of paradox in digital commerce. AI accelerates discovery and comparison, but the same speed pushes people to validate its answers elsewhere. The study combines more than 450 recorded AI shopping sessions with a national survey of 600 U.S. consumers, creating one of the first behavioral maps of how intelligent assistants shape modern retail journeys.
Spending patterns show why marketers are watching this group closely. People who use AI while shopping outspend non-AI users by roughly 30 percent each month. They also shop more frequently, treating AI as a personalized filter that streamlines product discovery and eliminates repetitive browsing.
Consumers tend to start with AI tools to define what they want, gather product information, and compare options. Eighty-three percent said AI made the process clearer, and seventy-seven percent felt more confident making decisions after using it. Still, this confidence rarely replaces independent verification.
AI performs best when shoppers face complexity. For example, users described it as most helpful when comparing devices, apparel, or beauty products... categories with many specifications, styles, or price tiers. By condensing product data and surfacing top options, AI narrows clutter in what researchers call the “messy middle” of decision-making. About 64 percent of participants said AI introduced them to new products, and nearly 90 percent said it helped them discover items they would have missed on their own.
Researchers identified four recurring friction points that erode confidence.
The behavioral data shows how these trust gaps shape online habits. Before using AI, shoppers averaged 1.6 steps to reach a buying decision. After introducing AI, that number rose to 3.8. In practical terms, AI created new checkpoints rather than shortcuts. Instead of ending the journey, it expanded it.
Once they arrive, shoppers focus on confirmation. Three-quarters check prices or promotions, nearly half review product variants such as color or model, and about four in ten read verified user reviews. Availability, delivery times, and compatibility details follow closely behind.
For marketers, these behaviors point to a clear message: AI drives high-intent traffic, but credibility must be earned once visitors land on site. Inconsistent specifications or missing data can break the chain of trust and send customers back to search engines or competitors.
Privacy and accuracy concerns remain the main barriers among consumers who haven’t yet adopted AI for shopping. Forty-five percent worry the information may be inaccurate, and forty percent are reluctant to share personal data. Many remain unsure how AI tools gather and rank product details. Among those open to using AI, seventy-seven percent still plan to rely on other sources for verification even after adoption.
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Brands that synchronize product information across search engines, retailer feeds, and community platforms are best positioned to keep trust intact. The researchers recommend structured data updates for specifications and availability, consistent pricing across channels, and transparent explanations of how product details are sourced.
Retailers, meanwhile, are advised to design product pages for reassurance... leading with accurate pricing, reviews, and clear proof of authenticity instead of generic marketing copy.
The report’s closing insight is that AI is expanding the online shopping rhythm: quick discovery through machines followed by slower, deliberate validation through people and trusted platforms.
For the digital marketplace, that rhythm is both an opportunity and a warning. Success will depend on clarity, consistency, and credibility at every stage, from the algorithm that recommends a product to the webpage that confirms it.
AI can point shoppers toward the right choice, but the final trust still belongs to them.
Read next:
• AI Tools May Deliver Quicker Answers but Shallower Understanding, Study Finds
• Microsoft Brings Copilot App Builder to Microsoft 365 Business Users
According to a joint study by the Interactive Advertising Bureau (IAB) and research firm Talk Shoppe, AI is now the second-most influential source in the consumer shopping process, trailing only traditional search engines. Yet its influence stops short of final purchase decisions. The research found that while AI shortens the time needed to compare and narrow choices, 95 percent of shoppers take at least one extra step afterward to confirm details before checking out.
The findings capture a new kind of paradox in digital commerce. AI accelerates discovery and comparison, but the same speed pushes people to validate its answers elsewhere. The study combines more than 450 recorded AI shopping sessions with a national survey of 600 U.S. consumers, creating one of the first behavioral maps of how intelligent assistants shape modern retail journeys.
Adoption grows across generations
Nearly four in ten U.S. consumers now use AI when shopping online, and more than half plan to do so more often. Among regular AI shoppers, about 46 percent said they rely on it in most or every purchase session, while 80 percent expect to depend on it even more in the future. Younger generations lead the shift: six in ten AI shoppers are Gen Z or Millennials, while Gen X and Boomers remain slower to adapt.Spending patterns show why marketers are watching this group closely. People who use AI while shopping outspend non-AI users by roughly 30 percent each month. They also shop more frequently, treating AI as a personalized filter that streamlines product discovery and eliminates repetitive browsing.
Where AI fits in the journey
The study found that AI plays its strongest role in the early and middle phases of the purchase path.Consumers tend to start with AI tools to define what they want, gather product information, and compare options. Eighty-three percent said AI made the process clearer, and seventy-seven percent felt more confident making decisions after using it. Still, this confidence rarely replaces independent verification.
AI performs best when shoppers face complexity. For example, users described it as most helpful when comparing devices, apparel, or beauty products... categories with many specifications, styles, or price tiers. By condensing product data and surfacing top options, AI narrows clutter in what researchers call the “messy middle” of decision-making. About 64 percent of participants said AI introduced them to new products, and nearly 90 percent said it helped them discover items they would have missed on their own.
A widening trust gap
Despite its convenience, trust in AI shopping remains limited. Only 46 percent of respondents said they fully trust AI recommendations. The majority still cross-check information through other digital channels such as retailer websites, marketplaces, reviews, and community forums. These verification loops form the core of what the report labels the “trust gap.”Researchers identified four recurring friction points that erode confidence.
- First is transparency... unclear sourcing or missing links make shoppers question where AI information comes from.
- Second is reliability, when outdated links or mismatched pricing lead to doubt.
- Third is relevance, when AI recommends items outside a buyer’s budget or incompatible with their needs.
- Finally, human validation remains essential; many people still want confirmation from other shoppers or experts before finalizing a purchase.
The behavioral data shows how these trust gaps shape online habits. Before using AI, shoppers averaged 1.6 steps to reach a buying decision. After introducing AI, that number rose to 3.8. In practical terms, AI created new checkpoints rather than shortcuts. Instead of ending the journey, it expanded it.
Retailer traffic surges after AI
The ripple effect benefits retailers and marketplaces more than it hurts them. Seventy-eight percent of consumers in the sessions visited a retailer or marketplace website after using an AI tool, and one in three clicked through directly from an assistant. Retail traffic after AI nearly tripled compared with visits before AI interaction.Once they arrive, shoppers focus on confirmation. Three-quarters check prices or promotions, nearly half review product variants such as color or model, and about four in ten read verified user reviews. Availability, delivery times, and compatibility details follow closely behind.
For marketers, these behaviors point to a clear message: AI drives high-intent traffic, but credibility must be earned once visitors land on site. Inconsistent specifications or missing data can break the chain of trust and send customers back to search engines or competitors.
Consumers want clearer sources and verified voices
Even as usage grows, most shoppers still prefer to double-check AI results. Eighty-nine percent said they confirm AI-generated information elsewhere. The top features that would boost confidence are transparent sourcing and verified customer reviews, each cited by more than 85 percent of respondents. Around three-quarters said understanding how AI generates its answers would also raise trust.Privacy and accuracy concerns remain the main barriers among consumers who haven’t yet adopted AI for shopping. Forty-five percent worry the information may be inaccurate, and forty percent are reluctant to share personal data. Many remain unsure how AI tools gather and rank product details. Among those open to using AI, seventy-seven percent still plan to rely on other sources for verification even after adoption.
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AI expands the funnel, not shortens it
The report suggests AI is reshaping commerce by widening the space between discovery and decision. It gives users clarity but also sparks new moments of research, comparison, and validation. For marketers, that means more touchpoints to influence rather than fewer. The study describes AI as a “gateway to conversion” rather than a replacement for traditional shopping steps.Brands that synchronize product information across search engines, retailer feeds, and community platforms are best positioned to keep trust intact. The researchers recommend structured data updates for specifications and availability, consistent pricing across channels, and transparent explanations of how product details are sourced.
Retailers, meanwhile, are advised to design product pages for reassurance... leading with accurate pricing, reviews, and clear proof of authenticity instead of generic marketing copy.
A new consumer rhythm
As AI matures, it is likely to remain a starting point, not a substitute. Eighty percent of shoppers said it helped them feel more confident about their purchases, and nearly all found it made research easier. Yet human judgment still closes the loop.The report’s closing insight is that AI is expanding the online shopping rhythm: quick discovery through machines followed by slower, deliberate validation through people and trusted platforms.
For the digital marketplace, that rhythm is both an opportunity and a warning. Success will depend on clarity, consistency, and credibility at every stage, from the algorithm that recommends a product to the webpage that confirms it.
AI can point shoppers toward the right choice, but the final trust still belongs to them.
Read next:
• AI Tools May Deliver Quicker Answers but Shallower Understanding, Study Finds
• Microsoft Brings Copilot App Builder to Microsoft 365 Business Users
