AI Outpaces Stores as Consumers Seek Trustworthy Product Details

A significant shift in consumer trust is underway, challenging traditional perceptions of reliability for product details. While luxury brand websites have long been considered the most dependable sources for product information in the UK, a recent study indicates that AI agents are now rapidly rivalling this established level of confidence. New research from product experience (PX) and product information management (PIM) company Akeneo reveals that AI-powered virtual agents are trusted by 67% of consumers when checking product details, closely trailing luxury brand websites at 68%. In the UK specifically, AI agents surpass physical stores (62%), resale platforms (54%), and influencer content (50%), with social media ranking last at just 31% reliability.

Akeneo's "The Evolution of the Modern Shopper" report underscores these dynamic changes in trusted sources. Alongside the surge in AI agent trust, the reliability placed on store information has notably declined. Romain Fouache, CEO of Akeneo, emphasizes that modern shoppers are not lacking content but rather clarity. He states, “Our research shows customers are actively seeking out the channels that give them confidence, and they’ll pay more when brands provide complete, trustworthy product information. The winners will be those that treat product data as a strategic asset and build a single, governed foundation that powers every experience, including AI.”

The report highlights that poor product data continues to be a major detriment to the customer experience, with costly returns serving as a frequent symptom of inadequate information. Conversely, consumers are placing growing monetary value on clear, comprehensive content, demonstrating a willingness to pay 25% to 30% more for products accompanied by high-quality information. This encompasses vital details such as size and fit, sustainability credentials, compatibility, and care instructions. Fouache stresses that shoppers expect the full story, consistently presented across all channels – web, store, marketplace, and now AI assistants. Achieving this level of reliability is not accidental; it demands clean, structured, enriched data that is continuously governed and accurately activated across every touchpoint.

Ultimately, Akeneo’s findings reinforce the critical importance of omnichannel consistency in converting sales. With 76% of shoppers engaging multiple touchpoints before making a purchase, any discrepancies between website, physical store, marketplace listings, and AI answers inevitably lead to confusion, abandoned baskets, and increased returns. Providing clear and complete product content not only reduces uncertainty and lowers return risk but also justifies premium pricing. Fouache concludes that this research serves as a vital "wake-up call for brands and retailers," underscoring that consumers are driven by the most reliable information, rather than merely the loudest promotional channel.