Natalie Cummings, creator at IAB US, analyzes research from the Interactive Advertising Bureau (IAB) revealing a shift in how consumers interact with artificial intelligence during the purchase journey. AI assistants have become a standard tool for product discovery. The study indicates that users seek a human element to validate machine-generated advice.
The IAB surveyed 2,200 consumers across global markets including the U.S. and U.K. It found that 72% of respondents use general-purpose AI assistants for shopping-related decisions. The data highlights a potential trust gap. 56% of consumers prefer AI-generated recommendations that incorporate perspectives from creators or influencers.
Creator Reviews Increase Purchase Confidence
For affiliate marketers and creators, this data suggests an evolution in how users consume content. AI appears to be amplifying the need for human influence rather than replacing it. The study found that 65% of consumers feel more confident in AI recommendations when credible creator reviews inform them.
This confidence translates into discovery. Half of Gen Z and Millennial respondents have discovered new creators through AI platforms. The report suggests that AI serves as a new distribution channel for performance content.
AI is reshaping how consumers discover and evaluate products. As these tools become a more influential part of the shopping journey, trust will be a critical differentiator.
Gen Z Favors Creator-Informed AI
The demand for creator-integrated AI varies across demographics. Younger cohorts drive the shift. 65% of Gen Z and Millennials favor creator-informed AI, compared to 34% of Baby Boomers. Among Gen Z specifically, creator reviews (27%) are nearly as influential as direct brand information (29%) within the AI interface.
The IAB findings challenge the idea that celebrity status drives conversion in AI environments. Consumers look for specific types of authority instead. The study identified the most trusted creator categories:
- Everyday consumers (52%)
- Professional reviewers (43%)
- Subject-matter experts (37%)
Deep-Dive Reviews Feed AI Discovery
This research confirms that deep-dive reviews and expert comparisons serve as training data for the next generation of shopping tools. Brands must foster a diverse ecosystem of expert reviewers. Those who fail to do so may find AI-generated "best of" lists exclude them.
As AI reshapes commerce, the IAB suggests the industry must bridge the gap between automated data processing and human experience to maintain consumer trust.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
