AI Overtakes Social Media as Shoppers' Most Trusted Source

A global study of 1,840 shoppers across the US, UK, France, and Japan finds that AI tools have displaced social media and traditional media as the most trusted channel for product discovery. But the implications for marketers are more nuanced: AI is expanding the consideration window, not compressing it.

The Trust Shift Is Clear

RTB House conducted the research in June and July 2026 in partnership with Cint. Google AI Overviews and ChatGPT now outrank TikTok, Instagram, Facebook, newspapers, and major media for shopper trustworthiness in both US and international markets. Claude and Grok lag behind the top two platforms in current trust rankings.

AI as a Consideration Engine, Not a Closer

42% of US consumers say AI tools increase the time it takes to reach a final purchase decision by surfacing more brands and alternatives. US shoppers already visit a website 4 to 6 times before completing a purchase, and AI is stretching that window further. The effect is strongest among US Gen Z (48%) but holds across all generations measured.

Key Takeaways

• 59% of US consumers (52% globally) say AI effectively surfaces brands they did not previously know
• 46% of US Millennials have purchased from a brand they discovered through AI in 2026
• 42% of US Millennials are comfortable delegating up to $250 of purchasing to an AI agent when a return window is guaranteed
• Human approval before checkout is the single most requested safeguard globally - agentic commerce is gaining acceptance, but oversight remains essential
• RTB House VP Jaysen Gillespie: "discovery happens in AI engines, the rubber meets the road at on-site and in-app monetization"

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