Photoroom has published a report on the use of generative AI in online marketplaces, warning that inconsistent and misleading product images risk weakening consumer trust and shifting accountability towards marketplace operators.
The company said its The State of GenAI in Marketplaces 2026 report draws on interviews with marketplace operators and investors across the United States, Europe, Asia and Latin America. It also cited findings from a UK consumer survey of 2,000 respondents on expectations, trust and responsibility in online shopping.
Trust expectations
According to the UK survey results, 77% of consumers expect online marketplaces to be responsible for ensuring product listings are accurate and trustworthy. The report also found that 63% of respondents said variation in product images, styles or branding across listings makes a marketplace seem unreliable.
The report pointed to a growing sensitivity around AI-edited visuals. It said 55% of UK consumers believe poorly executed AI-generated or heavily edited product images make them trust an online marketplace less. It also reported that 55% of UK consumers say they can tell when an image is AI generated or has been poorly edited with AI.
Consumer comfort levels also appeared divided. The survey found that only 33% said they are comfortable with AI-enhanced product images even when clearly labelled. It said 41% reported they are not comfortable with them.
Who gets blamed
The research indicated that consumer frustration often falls on marketplaces rather than individual sellers. The report said 28% of UK consumers blame the marketplace rather than the seller when product images are misleading. It said that figure rises to 40% among 18-24 year-olds.
Photoroom framed this trend as a commercial risk for platforms. The report argued that younger shoppers show stronger reactions to listing quality and image credibility, while also representing a key audience for many marketplaces.
Switching risk
The survey results suggested that clearer product imagery could influence where people shop. The report found that 51% of UK consumers say they would switch marketplaces if another platform offered clearer, more accurate product images.
The reported switching intention increased among younger age groups. The report said 67% of people aged 25-34 would switch under those conditions. It said 64% of those aged 18-24 reported the same.
Photoroom said image quality and consistency affects consumer behaviour at the point of purchase. It also linked this to increased comparison shopping and weaker loyalty to a given platform when listings appear inconsistent or unrealistic.
AI in workflows
Photoroom positions its software as a photo editing product used in eCommerce and social commerce. The company said it processes more than seven billion images annually across mobile, web and API platforms. It also said it is used by more than 150 million users worldwide.
The report examined the use of generative AI in marketplace operations. It described a shift from experimentation towards broader deployment in listing workflows and quality assurance. It highlighted catalog structuring, listing enhancement and operational QA as areas where marketplaces increasingly apply AI systems.
Photoroom also named a group of contributors and interviewees linked to the report, including participants from Depop, Andreessen Horowitz, Balderton Capital, Mirakl and Vestiaire Collective.
One context point in the report centres on marketplace governance. It argued that consumers increasingly treat trust as a baseline expectation rather than a differentiator between platforms.
"Marketplaces are entering a phase where AI is embedded in the workflows that determine trust and conversion, not just convenience. The data shows shoppers increasingly expect platforms to act as a quality filter at scale. When images feel inconsistent or misleading, confidence drops quickly, and that risk is now attributed to the marketplace itself rather than individual sellers," said Matt Rouif, CEO, Photoroom.
Photoroom said it will host a live webinar with marketplace executives to discuss what is already live in production across global marketplaces and what it sees as the next stage for AI use in catalog, onboarding and operational infrastructure.