Consumers Demand Creator Perspectives in AI Shopping Recommendations…

Event summary

56% of consumers prefer AI shopping recommendations that include creator perspectives, per IAB study
72% of consumers use general-purpose AI assistants for shopping-related decisions
Gen Z and Millennials lead the shift, with 65% preferring creator-informed AI recommendations
Authenticity and expertise matter more than popularity in creator trust
IAB's research surveyed 2,200 consumers across five markets in May 2026

The big picture

The study highlights a strategic opportunity for AI platforms and brands to enhance trust in AI-generated shopping recommendations by incorporating creator perspectives. This trend is particularly pronounced among younger consumers, signaling a broader shift towards valuing authentic, expert-driven content in digital commerce. The findings underscore the growing influence of the creator economy in shaping consumer behavior and AI-assisted shopping experiences.

What we're watching

Platform Adaptation: How quickly AI platforms integrate creator perspectives into their recommendation algorithms
Generational Shift: Whether older consumers will increasingly adopt creator-informed AI shopping
Market Differentiation: The pace at which creator-informed AI recommendations become a competitive differentiator