Observed Signal · Mar 13, 2026 · Research Report · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Neutral
Consumers Embrace AI, But Trust Remains Elusive
A global Klaviyo study of nearly 8,000 consumers finds widespread AI usage but low full trust, creating a gap marketers must navigate. Sixty percent of respondents use AI tools at least weekly, yet just 13% say they completely trust AI. The research reports that 41% purchased a product recommended by AI in the past six months and 27% were introduced to a product by AI that they later researched. Klaviyo segments consumers into four AI personas — Enthusiasts (about 26%), Evaluators, Skeptics and Holdouts (about 21%) — noting Enthusiasts and Evaluators together represent nearly 70% of consumers. Heavy AI users are more likely to spot low-quality AI-generated marketing. Consumers are also shifting search behavior toward longer, more contextual prompts, signaling AI is becoming an important discovery layer even as trust lags adoption.
Broad consumer adoption of AI as a discovery layer with a persistent trust gap affects marketing strategy, customer journeys, content quality expectations, and how brands prioritize AI-driven product discovery and verification.
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Key Takeaways & Evidence Grounding
- Klaviyo conducted the "Klaviyo AI Persona Research" survey of nearly 8,000 consumers.
- 60% of consumers report using AI tools at least weekly; only 13% say they completely trust AI.
- 41% of consumers purchased a product recommended by AI in the past six months; 27% said AI introduced them to a product they later researched.
- Klaviyo groups consumers into four AI personas; AI Enthusiasts represent ~26% and Enthusiasts + Evaluators account for nearly 70% of consumers.
- Among AI Enthusiasts, 89% used AI while shopping in the past six months and 43% purchased multiple products discovered via AI.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Marketers Confront AI Search Trust Cliff
AI-driven search is shaping purchase decisions while suffering a major trust gap, creating a 'trust cliff' marketers must navigate. Yelp research cited in the article finds 65% of Americans used AI search in the past six months but only 15% trust it a lot. In B2B, G2 reports 53% of buyers say AI search makes software research more productive, accelerating vendor discovery and speeding decisions. Criteo retail-media president Sherry Smith warns AI referrals often land shoppers directly on product detail pages — with her research claiming about 70% of AI-referred users do so — shrinking marketing touchpoints and limiting traditional discovery journeys. Quad/Graphics research also shows three-quarters of Americans would lose trust if AI shopping results were sponsored. The article frames this as both a challenge and an opportunity for brands to build helpful, confidence-inspiring AI experiences. (Published 2026-06-02.)
AI Shopping Adoption Grows, But Trust Limits Transactions
New data reported by MarTech from Exploding Topics (May 1, 2026) shows widespread consumer use of AI in shopping—77.6% used AI for shopping in the past six months and over 43% used it weekly—but a clear trust ceiling prevents AI from completing purchases. About 68.64% of users say AI influenced a purchase they otherwise would not have made, yet more than half of consumers are uncomfortable with AI storing payment card details and most would allow AI to spend $0 autonomously (frequent users typically cap autonomous spend at $50 or less). The findings imply AI is established as a decision-layer for research and consideration, while transactions remain under human control, increasing the importance of visibility in AI-generated recommendations and generative engine optimization for marketers.
Kantar Study: Marketers Invest in AI, Consumers Skeptical
A new Kantar study, 'Media Reactions 2026', reveals a significant gap between marketer investment in AI and consumer trust. While 75% of marketers plan to increase ad spending on AI assistants in 2027, only 23% of consumers trust product recommendations from AI. Additionally, 62% of marketers expect generative AI to play a central role in brand recommendations, yet only 32% of consumers use AI assistants to research brands and products. The study also highlights growing uncertainty among marketers: only 57% believe their company has the right media mix, down from 64% the previous year. Kantar's new Ad-Equity ranking shows Google, Amazon, and YouTube leading among consumers, while marketers favor YouTube, Instagram, and Google. The study also notes a shift toward micro- and nano-influencers, with 66% and 61% of marketers planning to increase investment in these segments, respectively.
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