Research has revealed that luxury brand websites and AI agents are now the preferred sources of high-quality product information for UK shoppers.
According to new data from Akeneo, 68% of surveyed UK consumers identified luxury retailers as the best providers of product details, with nearly the same proportion (67%) praising AI assistants such as ChatGPT and Amazon's AI-powered Rufus for providing accurate and comprehensive product information.
Changing shopper habits
This trend highlights the significant impact AI technology has had on how UK consumers search for and assess products. Traditional in-store or social commerce platforms now lag behind digital and AI-driven environments in satisfying shoppers' information needs.
Akeneo's findings underscore the urgency of meeting consumer expectations for detailed, trustworthy product data. The stakes are high: the research found that 70% of participants would switch to an alternative product if presented with inadequate information. In addition, 65% indicated they would abandon the purchase altogether, and 68% said they would cease buying from a business if they lost trust after a poor product content experience.
Digital and AI dominate
British shoppers favour luxury brand websites and AI-based product discovery tools over more familiar avenues. When asked to rank channels by quality of product information, respondents placed luxury retailer websites and AI agents at the top, above online marketplaces and mobile apps (52%), rental sales platforms (46%), luxury stores (45%), and other physical retail locations (43%). Retailer websites were ranked highly by 40% of those surveyed, while social commerce was selected by 38%.
Separate research from Yext supports this trend, reporting that 40% of UK consumers now use AI search tools daily when researching, evaluating, and choosing brands. The growing reliance on AI has accelerated in recent years, particularly following the global Covid-19 pandemic, as luxury brands have channelled investment into developing rich digital experiences to drive conversions of high-value goods.
Consequences for brands
The shift towards digital channels means brands now face both opportunities and challenges in their product information management. The quality, accuracy, and presentation of data directly affect consumer trust and sales outcomes.
"AI is fundamentally transforming the way consumers discover and shop for products. Instead of relying solely on search engines or traditional channels, shoppers are increasingly turning to intelligent agents and virtual assistants to guide their decisions. This shift presents a major opportunity - and a challenge - for brands, manufacturers, distributors and retailers. If your product information isn't accurate, structured, enriched, and optimised for AI, you simply won't be found," commented Romain Fouache, CEO at Akeneo.
The growing influence of AI in product discovery is also shaping the requirements for next-generation product experience platforms. Akeneo's AI Discovery Optimisation feature, referenced in the study, aims to provide brands with insights into how AI assistants read their content. This allows companies to fine-tune their product data to increase visibility and impact in AI-driven channels.
Trust and discoverability
Delivering structured, detailed and consistent product content has become central to competing in the increasingly AI-centric retail market. The link between strong product information and customer trust is becoming more pronounced, with poor experiences leading to a loss in existing and future sales for businesses.
"High-quality product data is no longer just about driving conversions; it's the key to being discoverable in an AI-first world. UK brands and retailers need to stay ahead of this evolution by using tools that ensure their products are not only visible but trusted and preferred, wherever discovery happens," noted Fouache.
The research conducted by Akeneo surveyed 1,800 consumers globally, including 250 UK respondents, indicating that these trends are also reflected in other major economies that are embracing AI and advanced digital product engagement.
