The research, conducted by product experience and information management company Akeneo, shows that AI agents are now the most trusted source of information for UK consumers, alongside luxury retail brand websites.
The report titled “The Evolution of the Modern Shopper” We conducted an age- and gender-balanced survey of 1,800 consumers across eight countries, including the UK.
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More than two-thirds (67%) of UK consumers say they trust AI-powered virtual agents, and 68% trust luxury brand websites (68%) to find out product details.
In contrast, 62% check product details, 54% check resale platforms, and 50% check influencer content. According to those surveyed, the least trusted source of information was social media, with only 31% of shoppers saying they trusted it.
Romain Fouache, CEO of Akeneo, explained:
“Our research shows that customers actively seek out channels that give them confidence, and will pay more when brands provide complete and trusted product information. Winners will be those that treat product data as a strategic asset and create a single, managed foundation that powers every experience, including AI.”
The report notes that insufficient product data continues to undermine the customer experience, and returns due to bad information remain an expensive symptom.
Shoppers say they are willing to pay 25-30% more for products with high-quality information, demonstrating the monetary value they place on clear content.
Fouache continued: “Shoppers expect information about everything from size and fit to sustainability certifications, compatibility and care instructions, and they expect it to be consistent across the web, stores, marketplaces, and even their AI assistants.
“That level of trust doesn’t happen by chance. It requires clean, structured, and enriched data that is continuously managed and enabled across all channels.”
The study advises brands and retailers to ensure their AI systems are reading from a single source of truth to avoid inaccurate answers that undermine trust.
He added that 76% of shoppers use multiple touchpoints before making a purchase, so any discrepancy between website, store, or marketplace listings and AI answers can lead to confusion and abandoned carts or returns.
Fash described the research as “a wake-up call to brands and retailers that consumers are following the most trusted information, not the loudest channel.”
“Brands and retailers that integrate, manage, and enable product data can confidently power any experience, including AI, and turn trust into growth.”
