AI recommendations are becoming a more prominent starting point for product discovery, but they are not enough to close the sale on their own.
In its 'What Is a Brand Worth When AI Does the Shopping?' report, Bazaarvoice found that while 83% of shoppers are open to an unfamiliar brand suggested by AI, only 6% would buy based on that recommendation alone.
To ensure that customer feedback is powering journey design CX leaders should consider how it, along with accurate product information, can help customers verify AI-led suggestions before purchase.
In conversation with CX Today, Kiri Masters, Retail Analyst and Host of the 'Retail Breakfast Club' Podcast, argues that AI does not replace a customer's need to verify a recommendation.
Having co-created the report, she warns:
“AI might be making the introduction, but the brand still has to earn the trust at the end of the day.”
Why Familiar Brands Win in AI Recommendations
AI is becoming an increasingly influential part of product discovery, generating valuable interest in a product, but without further evidence, customers are not yet ready to trust its recommendations at face value.
And despite this 6% statistic, the level of trust customers place in AI recommendations depends on the perceived risk.
With product prices skyrocketing to unforeseen levels, the shopping experience has become far more intentional and cautious, as more purchasing mistakes can now cause significant financial consequences.
“How much is at stake with that purchase?" Masters asks.
"Are we talking about a category which is high risk versus a grocery product which is sort of low stakes?”
Despite this reality, shoppers may be more willing to experiment with an unfamiliar brand without significant reassurance.
However, the possible bias nature of these recommendations reportedly hinders customer confidence, as 54% of shoppers believe AI tools are more likely to recommend brands that advertise with them.
If suggestions are not based on genuine relevance but commercial relationships, this creates a challenge for brands seeking to convert AI-driven discovery into sales.
In some cases, long-term, established brands retain a strong advantage in this environment, as 13% of shoppers would accept an AI result if the brand was already familiar to them.
Masters emphasized:
“Familiarity and trust give brands a huge edge in this environment because people still want to check the receipts when AI recommends something to them.”
For CX leaders, giving shoppers access to credible evidence that an AI recommendation is accurate and relevant can reignite trust back into the customer journey.
