Episode Details

AI is becoming part of how we shop, but how much do consumers actually trust what an AI assistant recommends? In this episode, I’m digging into two new research studies — one from Acosta Group, and one I conducted with Bazaarvoice — to explore what shoppers really think about AI-powered shopping recommendations, advertising, brand discovery, and trust.

I’ll walk through what happens when shoppers encounter ads inside AI tools, why consumers are increasingly taking a “trust but verify” approach, and how AI is changing the way people research products both online and inside physical stores. I’ll also look at what all of this means for challenger brands, established brands, and retailers as AI increasingly becomes part of the shopping journey.

This episode is sponsored by GrowthLoop

Timeline

[02:13] - Why shoppers are concerned that advertising could influence AI recommendations

[05:23] - The rise of “trust but verify” as consumers increasingly use AI for shopping research

[07:18] - How AI is becoming a second opinion for shoppers right in the store aisle

[10:22] - Why AI could make consumers more willing to discover and switch to unfamiliar brands

[13:15] - The opportunity for challenger brands — and why reviews and other proof points matter

[14:42] - Why established brands’ first-click advantage may only be temporary

[15:03] - The changing role of retailers as shoppers use AI to validate prices, products, availability, and reviews

Links & Resources

• 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
• Don't miss my October 6, 2026 webinar with Bazaarvoice CMO Doug Straton, where we'll present highlights of the research. It's short, sharp and built for brands of all sizes and categories. Register here.
• Learn about Bazaarvoice, a platform that collects, syndicates, and optimizes UGC across retailers, all in one place.
• New research from Acosta Group: AI-Driven Shopping Evolves. Fielded May 15–21, 2026 among 1,271 US shoppers of at least one retail channel in the prior three months. 
• 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:
  • Shoppers think that AI's answers are for sale
  • 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 c