Observed Signal · Sep 10, 2026 · Research Publication · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Consumers Prefer AI Shopping Recommendations Including Creator Perspectives: IAB Study
The IAB released a global study showing that 56% of consumers prefer AI-generated shopping recommendations that include creator or influencer perspectives, and 65% are more confident in AI recommendations when informed by credible creator reviews. The survey covered 2,200 consumers in the U.S., U.K., Australia, Mexico, and India, revealing strong preference among Gen Z and Millennials. Key findings include that authenticity and expertise drive trust, with everyday consumers being the most trusted creator type. The study highlights an opportunity for AI platforms to integrate creator content to enhance trust in shopping guidance, especially as 72% of consumers use AI assistants for shopping decisions.
This research highlights a significant trend in AI-driven shopping and creator marketing, presenting opportunities for AdTech and MarTech companies to integrate creator content, but it is not a major platform update or financial event.
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Key Takeaways & Evidence Grounding
- 56% of consumers prefer AI shopping recommendations that incorporate creator perspectives.
- 65% of consumers are more confident in AI recommendations when informed by credible creator reviews.
- 72% of consumers use general-purpose AI assistants for shopping-related decisions.
- 65% of Gen Z and Millennials prefer creator-informed AI recommendations.
- IAB surveyed 2,200 consumers across the U.S., U.K., Australia, Mexico, and India.
Connected Companies & Entities
1 Entity mapped“Interactive Advertising Bureau (IAB) released new global research examining how consumers value creator perspectives in AI-generated shoppin...”
Ontology Mapping & Concepts
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Majority of Gen Z and Millennials Trust AI Influencers
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Shoppers burned by bad AI recommendations, survey finds
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