Trust In AI Shopping Is Limited As Shoppers Verify On Websites

A new IAB and Talk Shoppe study finds AI is accelerating discovery and comparisons, but it’s not the last stop.

Here are the key points before we get into the details:

• AI pushes people to verify details on retailer sites, search, reviews, and forums rather than replacing those steps.
• Only about half fully trust AI recommendations, which creates predictable detours when links are broken or specs and pricing don’t match.
• Retailer traffic rises after AI, with one in three shoppers clicking through directly from an assistant.

About The Report

This…