Bazaarvoice research finds 66% of shoppers now use AI for product discovery but 92% say reviews and real customer photos are still essential before buying.
Bazaarvoice has released findings from its GEO Shopping Consumer Survey, revealing how AI is reshaping the shopping journey and where human authenticity still plays a decisive role.
The research shows that AI has become a powerful tool for product discovery and consideration. From the over 2,000 global respondents, three-quarters of shoppers (75%) say AI tools are beneficial when shopping, while 72% actively use AI for product recommendations. Nearly half (45%) say they have purchased a product after receiving an AI recommendation.
However, while AI is accelerating discovery, it has not replaced human trust. Shoppers remain clear that authentic human voices are essential before committing to a purchase. Nearly two-thirds (62%) say they would trust an AI shopping tool more if it clearly shared reviews and photos from real, verified purchasers. Adding to this, an average of 92% of shoppers say it is important to see verification from real customers alongside an AI recommendation before buying across several shopping categories.
The findings also highlight a clear trust handoff in the modern shopping journey, showing that AI helps shoppers find and evaluate options faster, but user-generated content is what ultimately builds confidence and closes the sale. While AI simplifies decision-making earlier in the buyer journey, skepticism remains around using it for every stage of the purchase. Two-thirds of respondents (67%) say they would not check out directly through an AI tool, preferring instead to complete their purchase on a brand or retailer’s website.
Building consumer confidence in that final step is not far off though. When asked what would make them more likely to check out directly through an AI tool, 61% cited secure payment options, while the same percentage said discounts or personalised offers would increase their likelihood to convert.
Alex Kirk, Director of Research, Bazaarvoice, said: “The findings from our latest GEO Shopping Consumer Survey show that the rules of discovery have changed, AI has now become the gatekeeper between brands and consumers. However, with 9 in 10 shoppers requiring validation from real customers before they buy, authentic human voices still serve as the non-negotiable anchor of the shopping experience. For brands to be discovered, they must treat their user-generated content as pivotal input for AI models, not just a display layer on their site.”
