[Report] Consumers want creators in AI shopping

The preference for creator-informed recommendations is particularly strong among younger consumers.

More than half of consumers prefer AI-generated shopping recommendations that include perspectives from creators or influencers, according to global research from the Interactive Advertising Bureau (IAB).

The study found that 56 percent favor creator-informed recommendations, while 65 percent have greater confidence in AI advice when it draws on credible creator reviews.

The research surveyed 2,200 consumers in the US, UK, Australia, Mexico and India who had used AI for shopping research during the previous three months. It found that 72 percent use general-purpose AI assistants for shopping-related decisions, highlighting the growing role of AI in product discovery and evaluation.

Younger consumers lead demand for creator-informed AI

The preference for creator-informed recommendations is particularly strong among younger consumers. About 65 percent of Gen Z and Millennials prefer AI recommendations that incorporate creator perspectives, compared with 53 percent of Gen X and 34 percent of Boomers.

Among Gen Z, creator reviews included in AI recommendations have nearly the same influence as information from brands or advertisers, accounting for 27 percent and 29 percent respectively. Half of Gen Z and Millennials have also discovered creators through AI, while nearly three in four say creator-backed recommendations increase their confidence in AI shopping advice.

Consumers prioritize creator credibility and expertise

The research indicates that consumers value authenticity and expertise over creator popularity when assessing information used in AI recommendations. Everyday consumers are the most trusted creator type, cited by 52 percent, followed by professional reviewers at 43 percent and subject-matter experts at 37 percent.

Credibility is the leading factor in determining whether a creator is trusted by AI, cited by 46 percent of respondents. Consistency follows at 40 percent, while expertise accounts for 36 percent and independence from brands or sponsorship transparency for 34 percent.

David Cohen, CEO, IAB: "AI is reshaping how consumers discover and evaluate products, but as these tools become a more influential part of the shopping journey, trust will be a critical differentiator. Creator perspectives can help strengthen confidence in AI-generated recommendations by bringing credible human voices into the experience. That's an important opportunity for the industry to embrace as AI continues to reshape commerce."

AI becomes an established part of the shopping journey

Eighty percent of consumers surveyed are comfortable relying on AI recommendations. Creator-informed AI advice is considered particularly useful for finding the best value, cited by 38 percent, followed by discovering products at 32 percent, comparing options at 31 percent and summarizing product information at 31 percent.

Jack Koch, SVP, Research & Insights, IAB: "What we're seeing is that with AI shopping, consumers don't just want the recommendation. They want real-world experience and expertise behind the guidance. Our research shows that trusted creator perspectives can increase confidence in AI-generated recommendations, creating an opportunity for platforms to bring more authentic human expertise into the shopping experience."

Creator-informed AI resonates across markets

Consumers in India and Mexico place the greatest value on creator-informed shopping experiences among the five markets studied. They are more likely than consumers in the US, UK and Australia to want creator perspectives incorporated into AI recommendations and to view creator content as an input into shopping guidance.

Among Western markets, the US is the most receptive to creators, while the UK is generally more cautious. Across all five markets, the research identifies expertise, authenticity and real-world product experience as consistent drivers of creator value.

The findings will be among the themes discussed at IAB's inaugural CreatorFronts, part of IAB Global Creator Week, which brings together platforms, creators, agencies and marketers to examine creator-driven marketing.

The full study can be accessed here

www.iab.com

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