Consumers Are Using AI—But Don’t Trust It to Shop for Them, VML Finds

Most businesses are racing to embed AI into the shopping experience. Consumers are not keeping up—and new research from VML puts numbers on just how wide that gap has become.

VML’s 10th annual Future Shopper Report finds that 82% of consumers now use AI in some part of their shopping journey. But adoption does not equal trust: 58% cross-check AI recommendations with other sources before acting, and 33% say they would not let AI make a purchase on their behalf. Perhaps most actionable for brands: 49% of respondents say AI-generated imagery reduces their trust in a brand.

Key Takeaways

• Consumer adoption is broad, but trust lags: 82% use AI tools for shopping, yet only a minority are willing to delegate purchase decisions to them.
• AI imagery is a credibility risk: Nearly half of consumers (49%) associate AI-generated visuals with lower brand trust—a direct signal for creative teams.
• Economic pressure is reshaping the channel mix: 51% of spending now happens online as consumers adapt to cost pressures, giving digital touchpoints higher stakes.

VML CEO Brent Taylor and Chief Strategy Officer Neil Dawson are cited in the report. The findings underscore that the commercial case for AI adoption must be matched by a consumer-readiness strategy—not just a technology roadmap.

Read the full article on LBBOnline.