A new study by Akeneo, a leader in product experience and information management, indicates that trust in AI agents has increased among UK consumers, positioning them as one of the most reliable sources for product details, alongside the websites of luxury retail brands.
Titled ‘Evolution of the Modern Shopper,’ the report surveyed 1,800 participants across eight countries, including the UK, and ensured a balanced distribution in age and gender.
The findings reveal that 67% of UK consumers are placing their trust in AI-powered virtual agents, while 68% look to luxury brand websites for accurate product information.
In contrast, 62% of respondents turn to retail platforms for verifying product details, 54% check resale platforms, and 50% rely on influencer content. The least trusted source, according to the survey, is social media, with only 31% of shoppers regarding it as reliable.