Beyond the Algorithm: Why Human Trust Still Drives Online Purchases

By Kenneth Walker | November 05, 2025

Seattle, WA – In an era dominated by artificial intelligence and personalized recommendations, it’s easy to assume algorithms are dictating our purchasing decisions. But a new study from affiliate marketing platform Levanta challenges that notion, revealing that despite the rise of AI-powered shopping tools, human trust remains the most powerful driver of product discovery.

The report, Affiliate Marketing After AI: How AI and Creator Content are Reshaping Product Discovery, found that a staggering 87% of online shoppers who use AI tools for product research still discover products through creators, blogs, and online communities. Less than 10% click through links directly recommended by AI. This suggests that while AI may be influencing how we search, it’s not yet replacing the fundamental human need for authentic connection and relatable recommendations.

“People trust people – that’s never changed,” explains Ian Brodie, CEO of Levanta. “High-authority creators and affiliates earn their audiences through trusted content. Now that same credibility fuels AI-generated outputs and shapes how LLMs surface brands.”

The Human Factor in a Digital World

The study’s findings align with broader consumer behavior trends. For years, marketing experts have emphasized the importance of building brand trust and fostering authentic relationships with customers. “Consumers are increasingly discerning,” says a marketing consultant specializing in creator economies. “They’ve become adept at filtering out marketing noise and seeking out genuine recommendations from sources they perceive as unbiased.”

This need for authenticity is particularly acute in the online world, where it can be difficult to discern genuine reviews from paid endorsements. Creators, particularly those who have built a dedicated following on platforms like TikTok, YouTube, and Instagram, often benefit from a pre-existing level of trust with their audience. “It's about relatability,” explains a social media strategist. “People want to hear from someone who understands their needs and can offer honest advice.”

AI as an Amplifier, Not a Replacement

While AI isn't replacing human influence, it is reshaping the affiliate marketing landscape. The Levanta study suggests that creators are, in effect, powering the very algorithms that are designed to predict consumer behavior. AI models require vast amounts of data to function effectively, and much of that data comes from the content created by influencers, bloggers, and online communities.

“AI is incredibly powerful at analyzing data and identifying patterns,” explains a data scientist specializing in marketing analytics. “But it can’t create authentic content or build genuine relationships with consumers. It relies on human-generated content to understand what people want and need.”

The implication is that creators are no longer just content providers; they are also data sources. Their content informs the algorithms that drive AI-powered recommendations, meaning that those who can consistently produce high-quality, engaging content are well-positioned to thrive in the age of AI.

Short-Form Video and YouTube Reign Supreme

The study highlights the growing importance of video content in driving affiliate sales. Short-form video platforms like TikTok and Instagram Reels are particularly effective at capturing attention and driving engagement. YouTube, with its longer-form content and established creator ecosystem, also remains a powerful force in the affiliate marketing space.

“Video is a more immersive and engaging format than text or images,” says a social media marketing manager. “It allows creators to connect with their audience on a deeper level and build stronger relationships.”

However, simply creating video content isn't enough. Consumers are increasingly discerning and demand high-quality, engaging content that provides value. “It’s not about quantity, it’s about quality,” explains a content creator. “You need to create content that resonates with your audience and provides them with something they can’t find anywhere else.”

The Evolving Role of Affiliate Marketing

The rise of AI is forcing affiliate marketers to adapt and innovate. Traditional affiliate marketing tactics, such as banner ads and keyword stuffing, are becoming less effective as consumers become more sophisticated.

“Affiliate marketing is becoming more about building relationships and providing value,” says a marketing consultant. “It’s about becoming a trusted resource for your audience and helping them make informed purchasing decisions.”

This shift requires affiliate marketers to invest in content creation, build relationships with creators, and focus on providing a personalized experience for their audience. AI can play a role in this process by helping marketers analyze data, identify trends, and personalize recommendations. However, it’s important to remember that AI is a tool, not a replacement for human connection and creativity.

“The future of affiliate marketing is about blending AI with human expertise,” says the data scientist. “It’s about leveraging the power of AI to enhance the human experience and build stronger relationships with customers.”

Implications for Businesses

The findings of the Levanta study have important implications for businesses of all sizes. Rather than focusing solely on optimizing algorithms and automating marketing processes, businesses should prioritize building relationships with creators and investing in authentic content creation.

“Businesses need to recognize that creators are not just marketing channels; they are partners,” says a brand manager. “They can help you reach new audiences, build trust, and drive sales.”

Furthermore, businesses should focus on providing a personalized experience for their customers by leveraging data and AI to understand their needs and preferences. However, it’s important to strike a balance between personalization and privacy, ensuring that customers feel comfortable and respected.

Ultimately, the key to success in the age of AI is to embrace the power of human connection and prioritize building authentic relationships with customers. While AI can automate many marketing tasks, it can’t replace the human touch. And as the Levanta study demonstrates, that human touch remains the most powerful force in driving online purchases.