65% of AI-assisted shoppers trust creator reviews to validate product recommendations: IAB

While artificial intelligence is assisting shoppers with their holiday gift searches, genuine consumer experiences remain a vital factor in the final decision-making process, according to a global report from the Interactive Advertising Bureau (IAB).

The research indicates that 65% of consumers who utilize AI for shopping research feel more confident in AI-generated suggestions when they are backed by credible creator reviews. Furthermore, 56% of respondents expressed a preference for AI recommendations that incorporate a creator’s personal perspective.

These insights arrive as brands gear up for the holiday shopping season and Cyber Week. Marketing experts suggest that companies should integrate AI-driven product discovery with creator-led advertising to effectively foster consumer trust.

The IAB polled 2,200 individuals who recently used AI for shopping research. When asked which voices they found most trustworthy, 52% of participants chose everyday consumers, while 43% favored professional reviewers.

“AI shopping makes real people on screen more important,” said Donatas Smailys, co-founder and CEO of creator advertising platform Billo. He said shoppers could use AI to compare prices and product specifications, but still wanted to see someone use a product and share whether it was worth the money.

AI is becoming a significant component of the holiday shopping experience, particularly among younger demographics.

According to a separate Harris Poll survey, 65% of adults intend to use AI for their holiday shopping this year. Among consumers aged 18–34, that figure climbs to 83%.

The IAB study also revealed that Gen Z and millennial shoppers were nearly twice as likely as baby boomers to favor AI recommendations that feature creator insights.

This presents a strategic opportunity for brands to leverage creators and everyday consumers to provide credibility to product recommendations, especially as AI tools play a larger role in the discovery and consideration phases of the shopping journey.

The increasing accessibility of AI tools is also transforming how brands develop advertising content. Platforms like TikTok now provide advertisers with AI-generated avatars capable of presenting products on camera, which can lower the costs associated with producing video campaigns.

However, Billo’s Smailys argued that AI-generated presenters cannot replicate the credibility of someone who has actually used a product.

“An AI avatar can read a script, but it has never used the product,” he said, adding that shoppers looking for validation after receiving an AI recommendation want to hear from people with real experience.

For brands planning their holiday campaigns, Smailys recommended focusing on creators who regularly use the products rather than selecting influencers solely on the basis of follower counts. He also highlighted the importance of clearly disclosing paid partnerships.

The IAB study found that credibility was a key consideration for 46% of respondents when evaluating creator recommendations, while 34% looked for independence from brands, including sponsorship disclosure.

The findings point to a changing role for creators in the shopping journey: while AI tools can help consumers discover and compare products, authentic product demonstrations and reviews remain important in building confidence before a purchase.

Billo’s Smailys said brands that retain real people in their holiday advertising could be better positioned to convert AI-assisted product discovery into purchases.