Episode Details

We’ve struck a pretty clear deal with advertisers: we tolerate ads in exchange for free or subsidized services. But what happens when those ads show up inside AI assistants that we’re increasingly relying on to help us shop? New research from Bazaarvoice, which I co-authored, reveals that consumers are already questioning whether AI recommendations are truly independent. And that raises some important questions for brands and retail media advertisers.

In this episode, a recap of my recent article for The Drum, I dig into what shoppers actually think about advertising in AI, why sponsored placements aren’t a shortcut to building brand trust, and where consumers go to validate AI-recommended products. I also explore what brands can do right now to make sure their reviews, user-generated content, and product information are accessible to both shoppers and AI crawlers. Because AI might open the door to a brand, but that doesn't mean it earns the customer's trust.

This episode is sponsored by GrowthLoop

Timeline

[00:00] – Why consumers tolerate traditional advertising but feel differently about ads inside AI assistants.

[01:03] – New Bazaarvoice research reveals that 54% of consumers believe advertising in AI could influence its recommendations.

[02:19] – The difference between earning an organic AI recommendation and buying a sponsored placement.

[05:00] – Why AI advertising is still an immature channel, and what that means for brand budgets and campaign measurement.

[06:01] – Where shoppers actually go to validate AI recommendations, from customer reviews to brand websites and retailer sites.

[08:40] – How brands can build trust with reviews, user-generated content, and accessible product information.

[10:25] – The evolution of who vouches for brands, and why AI assistants can’t be the only source of trust.

Links & Resources

• This is a recap of an article was originally published to my column at The Drum on September 15  2026 as 'Ads in AI can’t vouch for your brand yet. Here’s what can'. It is reproduced here with permission.
• Here's the link to download the full Bazaarvoice consumer study that I co-authored: What Is a Brand Worth When AI Does the Shopping?
• Learn about Bazaarvoice, a platform that collects, syndicates, and optimizes UGC across retailers, all in one place.
• Check out WPP: Who owns the learning? by Ad industry veteran John Ebbert, who founded AdExchanger and now writes the tipsheet.ai newsletter.
• Read my related articles:
  • Maybe Ads in AI Don't Have To Suck?
  • I Really, Really Hoped That Ads in AI Wouldn't Suck. Now We Find Out.
  • AI Makes Shopping Easier. But Shoppers Still Check The Receipts.
• Check out Basket Case, a project I’m part of with The Drum and QSIC, an irreverent and lively podcast series where we talk shop.
• I'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclub
• Subscribe to Retail Media Breakfast Club's

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