Most consumers use AI, but few fully trust it | MarTech

"Consumers are clearly incorporating AI into how they research and evaluate products. But they are doing so cautiously, treating AI as an input rather than an authority. AI is influencing purchases faster than trust is growing. The study found that 41% of consumers purchased a product recommended by AI within the past six months."

"More than one in five consumers now begin with AI tools when they want to learn something new, solve a problem or evaluate a purchase. For marketers, that means AI is increasingly acting as the first touchpoint in the customer journey. However, trust in the technology is growing much more slowly than adoption."

"AI Enthusiasts combine high usage with relatively high trust. This group represents about 26% of consumers globally and is already incorporating AI into everyday decision-making. Among Enthusiasts, 89% say they used AI while shopping in the past six months. Even more telling, 43% report purchasing multiple products they had not previously known about because AI recommended them."

A Klaviyo study of nearly 8,000 consumers reveals a critical disconnect: while 60% use AI tools weekly and 41% have purchased AI-recommended products in the past six months, only 13% completely trust AI. Consumers treat AI as a discovery tool and input source rather than an authority, using it to research and evaluate products cautiously. More than one in five consumers start with AI when learning something new or evaluating purchases, making AI an increasingly important first touchpoint in customer journeys. The research identifies four consumer personas based on usage frequency and trust levels, with AI Enthusiasts representing 26% of consumers who combine high usage with relatively high trust and actively incorporate AI into everyday decision-making.

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