Gen Z shoppers trust AI recommendations, study finds

Rithum has published research showing that 64% of Gen Z shoppers have made a purchase based on an AI recommendation without checking other sources, pointing to a shift in how younger consumers assess trust when shopping online.

The survey of 1,046 online shoppers in the US and UK found that 95% do not check information from large language models against a brand website. Across all respondents, 36% said AI tools help them make faster purchasing decisions.

The findings suggest AI is playing a bigger role not only in product discovery but also in final buying decisions. Younger shoppers, defined in the study as those aged 18 to 27, were the most likely to act on AI guidance without outside verification.

When consumers do try to confirm AI-generated recommendations, they are more likely to turn to search engines, friends and family, or their own previous experience than to a brand or retailer website. Search engines were cited by 28% of respondents, while 17% turned to friends and family and the same share relied on prior experience.

This suggests official brand channels are not the main destination for shoppers testing what AI systems tell them. For retailers and consumer brands, the findings raise questions about how product information is surfaced and reinforced across digital channels beyond their own websites.

Rithum also found that 36% of shoppers who use AI do so always or often to discover new brands and products. Another 43% said AI leads them to compare more options, while 34% said it makes them feel more confident in their purchasing decisions.

The research, conducted with StudioID's Retail Dive, covered consumers across four age groups. Respondents were distributed evenly: 25% were aged 18 to 27, 26% were 28 to 43, 25% were 44 to 59, and 24% were 60 or older.

Changing habits

The figures add to growing evidence that conversational AI tools are becoming an important part of the online shopping journey. Rather than using brand sites as the default source of product information, many consumers appear willing to accept AI suggestions and move directly to purchase.

Among younger consumers in particular, that behaviour may reflect broader familiarity with digital assistants, recommendation tools and algorithm-led discovery across social media and eCommerce platforms. The study suggests this familiarity is now extending to decisions that were previously more likely to involve retailer pages, reviews or other external checks.

Sam Griffin commented on the findings.

"AI is reshaping how younger shoppers discover and evaluate products, and Gen Z's digital-native instincts mean they're less likely to question what AI tells them. As these behaviors spread across generations, the stakes for brands and retailers rise sharply. When AI becomes the storefront, the product data feeding it isn't just a technical input-it's the brand experience," said Sam Griffin, Vice President, Strategy and Engagement, Rithum.

The company, previously known as CommerceHub and ChannelAdvisor, works with retailers and brands on product listing, discovery, fulfilment and related commerce operations. Its customers include Adidas, Best Buy, B&Q, Draper Tools, The Home Depot and Zalando.

The findings come as retailers and consumer brands pay closer attention to how AI tools present product information to shoppers. If consumers rely on chatbot and search-based recommendations without checking source material, inaccuracies or gaps in product data may have a more direct effect on sales.

The research also suggests AI tools may widen the range of products and brands consumers see during the shopping process. With 43% of respondents saying they compare more options when using AI, these systems may influence not only whether a purchase happens but which brands are considered at all.

The results indicate AI is becoming an increasingly influential factor in purchasing decisions, particularly among younger shoppers. The strongest single figure in the survey was the 64% share of Gen Z respondents who said they had acted on an AI recommendation without third-party verification.