Artificial intelligence has firmly integrated itself into the consumer shopping journey, with a significant majority of shoppers expressing comfort in relying on AI for product and service recommendations. New data from the Interactive Advertising Bureau (IAB) reveals that a robust 80% of consumers are either somewhat or very comfortable using AI for such purposes. This widespread adoption underscores a pivotal shift in how consumers approach purchasing decisions, with AI increasingly acting as a digital shopping assistant.
The IAB’s comprehensive report, titled "The Creator Signal: How AI Systems Interpret Influence in Commerce," surveyed 2,200 individuals aged 16 and older across the United States, the United Kingdom, Australia, Mexico, and India. These respondents had all engaged with AI tools for shopping-related activities within the preceding three months. The research, conducted via the IAB Insights Engine in partnership with Attest in May 2026, delves into the nuanced preferences consumers hold regarding the sources AI utilizes for its recommendations, highlighting a pronounced leaning towards authentic voices and trusted opinions.
A key finding of the report is that 56% of consumers favor AI recommendations that are informed by creator or influencer reviews. This preference suggests that beyond the efficiency and data-driven insights AI offers, consumers are actively seeking a human element – one that provides relatable experiences and perceived authenticity.
"Consumers are, more than ever, using AI for shopping and shopping recommendations," stated Jack Koch, Senior Vice President of Research and Insights at IAB. "And what we found in this report is that consumers are looking for authenticity and trust, and that is coming from creators." This statement directly addresses the evolving landscape of digital commerce, where the lines between traditional advertising, expert reviews, and peer recommendations are increasingly blurred, with AI now playing a role in synthesizing these diverse information streams.
The Generational Divide in AI Shopping Preferences
While the overarching trend points to a strong inclination towards creator-backed AI recommendations, the sentiment is not uniformly distributed across all demographic groups. The report highlights a significant generational divide, particularly concerning the perceived value of creator and influencer content within AI-driven shopping advice.
Gen Z and millennial respondents, who are often early adopters of new technologies and heavily engaged with social media platforms where creators thrive, expressed the strongest preference. A substantial 65% of these younger demographics indicated they favor AI recommendations that incorporate creator and influencer sources. This aligns with their established digital habits and trust in peer-generated content.
Conversely, a notable 66% of baby boomer respondents indicated the opposite preference, leaning away from creator and influencer citations in AI recommendations. This suggests a potential reliance on more traditional sources of information or a greater skepticism towards digitally amplified endorsements.
Gen X consumers, occupying a middle ground, presented a more divided opinion, with 53% expressing a preference for AI recommendations that draw from creator and influencer reviews. This segment appears to be more receptive to the integration of these sources, though not as universally as younger generations.
Beyond creator reviews, the report also sheds light on other trusted sources for AI. Across all surveyed generations, at least half of the respondents believe that AI chatbots should incorporate consumer ratings and reviews into their recommendations. In fact, consumer ratings and reviews emerged as the most preferred source across all age groups for enhancing the likelihood of making a purchase. This underscores the enduring importance of social proof and collective consumer experience in driving purchasing decisions, irrespective of the AI’s role.
However, the data reveals a subtle disconnect between preferring creator citations and being directly influenced to purchase. While younger consumers may prefer AI to cite creators, this preference doesn’t always translate directly into increased purchase intent. Only 29% of Gen Z and millennial respondents reported that creator or influencer sources increased their likelihood of buying a product. This figure drops even further to 12% among baby boomers.
This disparity suggests that while creators can effectively build awareness and provide valuable context, their direct impact on closing a sale through AI recommendations might be more nuanced and dependent on other factors, such as the product category, the creator’s specific niche, or the overall purchase journey stage.
The Evolving Role of Creators in the AI Ecosystem
Despite the observed generational differences and the nuanced impact on purchase likelihood, the IAB report unequivocally states that brands should not dismiss the role of creators in their AI strategies. The overall sentiment towards creator content within AI recommendations remains largely positive. Only 11% of all respondents indicated that they do not find creator or influencer content helpful when integrated into AI recommendations.
Furthermore, a significant 65% of respondents reported that credible creator reviews enhance their confidence in AI-generated recommendations. This suggests that creators act as a crucial trust signal, lending a layer of human validation to the often data-centric outputs of AI.
When examining the specific areas where consumers find creator input most valuable, several key themes emerge. The top identified area was "finding the best price or value," cited by 38% of respondents. This highlights the creator’s ability to act as savvy shoppers, identifying deals and offering insights that can lead to more cost-effective purchasing.
Other significant areas of perceived value include "discovering new brands" (32%), "comparing products" (31%), and "summarizing product information" (31%). These findings underscore the creator’s role in the early stages of the consumer journey, from initial awareness and exploration to deeper research and product evaluation.
The report also indicates a temporal preference for creator input, with consumers finding them more helpful during the initial phases of the shopping journey. Specifically, creators are favored for product discovery and initial research. Their influence appears to wane in the later stages of the purchase funnel. Only 15% of respondents found creators helpful in completing or assisting with purchases, and a slightly higher 21% found them useful for final purchase decisions. This suggests that while creators excel at sparking interest and providing information, the final commitment to buy may hinge on other factors like price, convenience, or direct product experience.
The IAB’s findings also offer insights into the types of influencers that resonate most strongly within AI recommendations. Over half of respondents (50%+) believe that AI should prioritize content from "everyday consumers sharing real experiences." This emphasis on authenticity and relatability aligns with the broader trend of seeking genuine endorsements. Following closely, 43% of respondents favored AI prioritizing "professional product reviewers." These individuals are often seen as having a deeper understanding of product specifications and performance.
Less valued, at the lower end of the spectrum, were lifestyle creators (22%), journalists (17%), and celebrities or public figures (13%). This hierarchy suggests that consumers are more inclined to trust AI recommendations that leverage the voices of those who appear to have genuine, hands-on experience with products or specialized knowledge, rather than those whose endorsements might be perceived as more commercially driven or less directly related to product utility.
Building Trust in AI-Powered Creator Recommendations
For AI systems to effectively leverage creator content, the trustworthiness of these creators is paramount. The IAB report identifies several key attributes that contribute to a creator’s credibility in the eyes of consumers. Nearly half of respondents (49%) cited a "proven track record of credibility" as the most important factor for an influencer or creator to be deemed trustworthy enough for AI to rely on their content. This points to the long-term value of consistent, honest reviews and authentic engagement.
"Consistency over time" was also a significant factor, cited by 40% of respondents. This reinforces the idea that sustained credibility is built through ongoing reliable content. Other crucial indicators of trustworthiness include "subject matter expertise" (36%), "independence from brands" (35%), and "sponsorship transparency" (34%). The latter is particularly important in the digital age, as consumers are increasingly aware of sponsored content and value openness about such arrangements.
Interestingly, a "large audience size" was cited by only 21% of respondents as an indicator of trustworthiness. This suggests that reach, while important for brand visibility, is not the primary driver of trust when it comes to AI-powered recommendations. Consumers are more likely to value depth of knowledge, authenticity, and transparency over sheer popularity.
"You can build your creative strategy around reach, but you also have to build around real demonstrated expertise, real product experience, and that credibility," advised Koch. "Those were all elements that we saw really high in trust in creators and how they work with consumers." This statement serves as a strategic directive for brands and platforms looking to optimize their use of AI and creator partnerships. It emphasizes a shift from a purely reach-driven approach to one that prioritizes genuine expertise and established trust.
Broader Implications for the Future of Commerce
The findings of "The Creator Signal" report have significant implications for the future of e-commerce and digital marketing. As AI continues to evolve and become more integrated into consumer decision-making, understanding the interplay between AI, creators, and consumer trust will be critical for businesses.
Strategic Importance for Brands: Brands that fail to acknowledge the growing influence of creators within AI-driven shopping journeys risk falling behind. Developing strategies that identify and collaborate with credible creators, focusing on authenticity and expertise, will be crucial. This includes ensuring transparency in sponsored content and supporting creators who demonstrate a genuine understanding of their product categories.
AI Platform Development: AI developers and platform providers will need to refine their algorithms to effectively identify and weigh the value of creator content. This involves not only recognizing popular creators but also discerning those with proven expertise and a strong record of trustworthiness. The ability to differentiate between various types of creator content and their relevance to specific product categories will be a key differentiator.
Consumer Empowerment: The report also points to a more empowered consumer, one who is not only seeking convenience but also authenticity and trust. AI, when augmented with credible creator insights, has the potential to provide a more personalized and reliable shopping experience. However, the challenge lies in ensuring that AI systems are designed to prioritize genuine value and transparency over superficial metrics.
The Evolution of Influencer Marketing: The report suggests a maturation of the influencer marketing landscape. The focus is shifting from broad reach and celebrity endorsements to more niche expertise, relatable experiences, and demonstrable credibility. This evolution necessitates a more strategic and discerning approach from both brands and creators.
In conclusion, the IAB’s "The Creator Signal" report paints a vivid picture of a consumer landscape where artificial intelligence and human influence are increasingly intertwined. While AI offers unprecedented efficiency and personalization, consumers are actively seeking the authenticity and trust that creators can provide. As this symbiotic relationship deepens, businesses that can effectively harness the power of credible creator voices within AI-driven recommendation systems will be best positioned to thrive in the evolving world of commerce. The future of shopping is not just about data and algorithms; it’s about informed, trusted, and relatable guidance, a space where creators are poised to play an even more significant role.
