64% of Gen Z shoppers follow AI recommendations without third-party verification, Rithum finds
More than six in ten shoppers aged 18 to 27 have made a purchase based on an AI recommendation without bothering to verify the information through any other channel, according to new research from the commerce operations platform Rithum. The survey of 1,046 online shoppers in the US and UK underscores a generational shift in which younger consumers treat artificial intelligence as a trusted shopping assistant, rarely questioning its output.
Gen Z’s Digital Instincts Fuel Trust in AI Shopping Advice
Rithum found that 64 per cent of 18-to-27-year-olds – the core of Generation Z – have bought a product on the strength of an AI recommendation alone, bypassing any independent check. Among all age groups, the habit of relying on AI without cross-referencing is even more stark: 95 per cent of shoppers admitted they do not check information provided by large language models (LLMs) against a brand’s own website. The findings suggest that for younger consumers, who are among the earliest adopters and most prolific users of AI, these tools now shape not just product discovery but the final purchase decision itself.
The tendency to accept AI at face value is rooted in digital-native behaviour. Sam Griffin, vice president of strategy and engagement at Rithum, said: “AI is reshaping how younger shoppers discover and evaluate products, and Gen Z’s digital-native instincts mean they’re less likely to question what AI tells them.” Broader polling supports this picture. A YouGov survey found that only 21 per cent of Britons trust AI in retail, but that figure rises to 34 per cent among 18-to-24-year-olds and falls to 14 per cent among those aged 55 and over. Meanwhile, a separate study by Conveo reported that AI recommendations are twice as popular as advice from friends and family, with more than two-thirds of UK participants describing AI as their most trusted source for recommendations. Another report indicated that 67 per cent of UK consumers trust AI-powered virtual agents to check product details, placing them on a par with luxury brand websites.
AI is also accelerating the pace of shopping. Over a third (36 per cent) of shoppers say they make faster purchasing decisions when using AI tools. Four in ten (43 per cent) compare more options, and 34 per cent report feeling more confident in their choices. Beyond shopping, Generation Z’s comfort with the technology is evident: a Barclays report found that 69 per cent of 18-to-27-year-olds have used AI for planning, spending or budgeting, with 45 per cent doing so on a weekly basis. Other research shows that Gen Z is more likely than older cohorts to use AI for learning or improving skills.
Shoppers Bypass Brand Websites When Verifying AI
When consumers do decide to verify an AI-generated recommendation, they rarely turn to the retailer or brand that ultimately sells the product. Rithum’s data shows that only 5 per cent of shoppers who verify go to a brand or retailer website. Instead, 28 per cent turn to search engines, 17 per cent ask friends and family, and 17 per cent rely on their own prior experience. This pattern reinforces the need for brands and retailers to maintain accurate and consistent product information across the entire e-commerce ecosystem, because shoppers are checking AI claims through third-party channels rather than official sources.
The consequences of AI getting it wrong can be severe for the brand named in the recommendation. Nearly 58 per cent of shoppers blame the brand or retailer when an AI suggestion contains errors, and 16 per cent say they would avoid purchasing that product altogether after a bad recommendation. Price accuracy is the most crucial detail: 67 per cent of shoppers deem it the most important factor for AI to get right. AI is also reshaping brand loyalty: a Rithum report notes that 19 per cent of shoppers have bought from brands they had never heard of before because of an AI recommendation, and 13 per cent are more likely to switch retailers or products after using an LLM.
Brands Held Accountable for AI Errors
The implications for brands and retailers are profound. With AI acting as the new storefront, the product data that feeds these systems is not merely a technical input – it is the brand experience itself. Rithum, which was founded in 1997 (originally as CommerceHub) and later merged with ChannelAdvisor, provides AI-based software solutions for retailers and suppliers, and has recently introduced RithumIQ, an AI engine designed to deliver automated recommendations and operational insights.
The UK market is already moving in this direction. A DHL report indicates that 60 per cent of British shoppers want retailers to offer AI-powered shopping features. The UK AI in retail market is projected to reach £3.55 billion by 2032, driven by demand for personalisation and operational efficiencies. By 2030, 48 per cent of shoppers anticipate AI acting as a helpful assistant, with 25 per cent expecting it to become a co-shopper that automates decisions. As these behaviours spread from Generation Z into older demographics, the pressure on brands to ensure every product detail – price, description, availability – is accurate and consistent across the web will only intensify. When AI becomes the storefront, any mistake in the data does not just mislead a customer; it damages the brand’s reputation, and the shopper will hold the brand, not the algorithm, responsible.
