Consumers trust reliable brands and personal recommendations over AI

A new report from Euromonitor International reveals that consumers increasingly trust reliable brands and personal recommendations more than artificial intelligence, despite widespread AI use. According to the report, 72% of consumers express concern about rising prices, influencing their purchasing decisions toward immediate value.

Nearly three-quarters of consumers rely on recommendations from friends and family when deciding what to buy, while only 19% consider generative AI a highly trustworthy source for shopping advice, according to the Euromonitor findings.

The report highlights that 81% of consumers use generative AI daily, yet their trust remains limited. Ali Angus, Head of Innovation at Euromonitor International, explained that consumers gravitate toward choices that feel dependable and within their control, including trust in brands and community belonging.

Additional insights from the report indicate growing consumer uncertainty about the future, with only one in five having a retirement savings account and 38% believing the world will become more dangerous within five years. The report identifies five trends shaping consumer behavior in 2027, emphasizing reliability and community-based recommendations over institutional or online content, according to Scripps News.

For more detailed information, the full Euromonitor report is available on their website.