More than half (52%)¹ 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 (79%)¹ say they would still want to check other sources before trusting an AI recommendation, according to new research.
The survey of 2,564 UK consumers found that 78% (1,989 respondents) use AI chat tools such as ChatGPT. Among these AI users, 48%² 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,...
