UK consumers now trust AI-powered virtual agents almost as much as luxury brand websites for product information, according to new research. AI agents and luxury sites were seen as notably more reliable than traditional physical stores and digital channels such as social media and influencer content.
Trust in AI
The study found that 67% of UK shoppers rated AI-powered agents as reliable sources for product information. This proportion is nearly identical to those who trust luxury brand websites, rated reliable by 68% of respondents. In contrast, only 62% said they trusted information provided directly in physical stores. Consumer confidence in online resale platforms stood at 54%, while influencer content was slightly lower at 50%.
Social media ranked last for reliability in product information, with just 31% of UK shoppers considering it a trustworthy channel. The findings reflect a shift in consumer attitudes towards digital information sources and suggest that new technology such as AI agents is now outperforming more established retail channels in consumer confidence, particularly as a tool for researching product details.
Demand for clarity
"Shoppers aren't short on content; they're short on clarity," said Romain Fouache, CEO, Akeneo.
The research also highlights the impact of poor product data on shopping behaviour. Consumers who encounter incorrect or incomplete information are more likely to return items, a costly outcome for both brands and retailers. The rise of returns is seen as a direct result of inconsistent or insufficiently detailed product data across multiple shopping channels.
Consumers now expect comprehensive and transparent product information at every stage of their shopping journey - whether online, in-store, or through AI-driven agents. The survey indicates that shoppers are willing to pay between 25% and 30% more for items accompanied by high-quality product information, including details such as size, fit, sustainability credentials, compatibility, and care instructions.
Data governance
"Whether it's size and fit, sustainability credentials, compatibility, or care instructions, shoppers expect the full story, and they expect it to be consistent across web, store, marketplace and now AI assistants," added Fouache.
Consumers engage with an average of 76% of purchase journeys across multiple touchpoints before finally buying. Any discrepancies in product information between channels can result in abandoned shopping baskets and increased returns. The research suggests that clear, accurate content reduces consumer uncertainty and helps justify higher price points, thus supporting retailer margins.
The increasing adoption of AI agents for pre-purchase queries means that retailers must ensure these tools access a single, reliable source of up-to-date product data. Inconsistent or incorrect information can undermine customer trust and lead to negative brand perceptions. Brands are therefore encouraged to adopt rigorous data governance practices and integrate their product information architecture across all platforms and channels.
Margin and loyalty
Reliable product content not only facilitates sales but also helps protect profit margins. Customers reported that trust in the information presented helps them make confident purchasing decisions, and that brands and retailers who invest in unified data strategies are more likely to inspire loyalty and repeat business.
"This research is a wake-up call for brands and retailers, that consumers follow the most reliable information, not the loudest channel," said Fouache.
