Explore our consumer research to dive into the latest trends across the buying journey, including what drives loyalty or dissuades trust. Learn why meeting shoppers with consistency, dependability, sensibility — and yes, maybe a little AI — is the way to win the digital shelf in 2026.

Only 14% of shoppers trust AI recommendations alone to make a purchase. Others verify with content across marketplaces, reviews, and social media before buying — or don’t use AI at all. Shoppers’ view of AI is fairly nuanced: Winning the AI recommendation is worthless if your product content doesn’t hold up everywhere shoppers go to confirm it.