More than half of UK consumers who use AI tools like ChatGPT say the technology makes it easier to discover new brands they would never have found otherwise, but nearly eight in ten say they would still want to check other sources before trusting an AI recommendation.
So says a new survey of 2,564 UK consumers by CloudNine PR which found that 78% now use AI chat tools such as ChatGPT.
Among these AI users, 48% would consider buying from a brand recommended by AI even if they had never heard of the brand before. However, while trust in AI is growing, the research suggests consumers are far from ready to blindly accept AI-driven brand and product recommendations.
If AI recommends an unfamiliar brand, only 4% of AI users would consider purchasing it immediately without carrying out further research.
Instead, 46% would search for the recommended brand on Google or another search engine, 43% would check online reviews, 32% would visit the brand’s website and 27% would search on Amazon. A further 10% would check mentions in online publications and 9% would look for social media mentions.
Most people also want the reassurance of viewing the original sources/citations that AI assistants use to generate their answers. Three-fifths of AI chat tool users agree they are more likely to trust AI recommendations if they are supported by information from multiple sources, including articles, reviews and influencer content.
CloudNine PR owner Uday Radia said: “AI tools like ChatGPT are rapidly becoming a product discovery channel and they’re helping lesser-known brands get noticed – companies that people might never have come across otherwise.
“Importantly, however, while AI helps you get discovered, it’s not enough to drive conversions on its own. If a consumer doesn’t like what they see about you in Google, independent review sites and earned media, they’re unlikely to become customers.”
Related stories
Brits wake up to the power of second-screen shopping
Brits demanding greater data transparency in AI age
‘Brits aren’t broken, they are now far more resourceful’
‘Be affordable, convenient, and authentic or fall behind’
Be the first to comment on "UK shoppers embrace AI tools but only trust them so far"