What sources do consumers want inside AI shopping recommendations? An IAB study found that 80% of respondents were somewhat or very comfortable relying on AI for product or service recommendations, while 56% preferred recommendations that drew on creator or influencer reviews. Preference, however, did not automatically translate into purchase intent.
The May 2026 survey covered 2,200 people aged 16 and older who had used AI tools for shopping in the previous three months. Respondents came from the United States, United Kingdom, Australia, Mexico and India. Among Gen Z and millennials, 65% preferred AI recommendations that included creator or influencer sources. By contrast, 66% of boomers opposed that preference, while Gen X was narrowly positive at 53%.
Ratings and consumer reviews were valued across generations. Subject-matter experts, retailer information and brand content also generally ranked ahead of creator reviews. Only 29% of Gen Z and millennial respondents said creator citations increased their likelihood of purchase; the figure fell to 12% for boomers. The findings separate the ability to make a recommendation feel credible from the ability to close a sale.
Respondents wanted AI systems to prioritize everyday consumers sharing real experiences and professional product reviewers. A proven credibility record, consistency over time, expertise, independence from brands and sponsorship transparency were all cited as trust signals. Large audience size was selected by only 21%. Chipotle’s decision to let 100 creators document real kitchen experiences illustrates why evidence of access and use can carry more weight than polished brand footage.
Creator input was most useful earlier in the shopping journey: finding value, discovering brands, comparing products and summarizing information. It was rated less useful for final purchase decisions or completing a transaction. Brands should therefore treat creator work as source material for discovery and evaluation, not merely as a last-click conversion asset.
A brief designed for AI visibility should ask creators to document the use case, comparison criteria, strengths, limits and commercial relationship clearly. Measurement should also separate reach, AI citation visibility, branded search, product comparison and completed purchase. That structure gives marketers a more accurate view of where creator content contributes.
In the IAB study, 65% of Gen Z and millennial respondents preferred AI recommendations that included creator or influencer sources.
No. Preference was much higher than purchase impact; 29% of Gen Z and millennials said creator citations increased their likelihood of buying.
Demonstrated experience, consistency, expertise, independence and transparent sponsorship are stronger signals than audience size alone.
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