Trust Issues: How AI Is Shaping Decisions in the Path to Purchase

Nearly half of shoppers who use AI say they’d consider switching brands if an AI assistant suggests something else, according to new research from Publicis Commerce and EMARKETER. That’s a big shift.

AI isn’t just speeding up the path to purchase. It’s reshaping it, putting competing products side by side, narrowing consideration in seconds, and influencing decisions before shoppers ever land on a retailer’s site.

Download this new report, based on a survey of 1,179 US adult consumers, to learn:

How trust in AI recommendations changes by context, channel, and tool
What the rise of agentic AI means for brands competing in a faster, AI-assisted decision cycle
Why retailer-owned channels still have the edge when it’s time to click “buy”

16 pages

Download Now

* First Name:

* Last Name:

* Business Email:

* Company:

* Job Title:

* Country:

* Company Size:

*Want to speak with Publicis Commerce?

Sign me up for the EMARKETER Daily newsletter, a daily briefing on digital marketing and media trends. It also includes the EMARKETER FYI.

By clicking "Submit," you agree to receive marketing emails from EMARKETER and Publicis Commerce; and you consent to EMARKETER sharing your registration information with Publicis Commerce. You also accept EMARKETER's Terms and Privacy Policy. Learn about Publicis Commerce's privacy practices here.

Trust Issues: How AI Is Shaping Decisions in the Path to Purchase

Created in partnership with

Download this new report, based on a survey of 1,179 US adult consumers, to learn:

Download Now

Download Now