A new study by Akeneo, a leader in product experience and information management, indicates that trust in AI agents has increased among UK consumers, positioning them as one of the most reliable sources for product details, alongside the websites of luxury retail brands.
Titled ‘Evolution of the Modern Shopper,’ the report surveyed 1,800 participants across eight countries, including the UK, and ensured a balanced distribution in age and gender.
The findings reveal that 67% of UK consumers are placing their trust in AI-powered virtual agents, while 68% look to luxury brand websites for accurate product information.
In contrast, 62% of respondents turn to retail platforms for verifying product details, 54% check resale platforms, and 50% rely on influencer content. The least trusted source, according to the survey, is social media, with only 31% of shoppers regarding it as reliable.
Akeneo’s CEO, Romain Fouache, commented: “Shoppers aren’t short on content; they’re short on clarity. 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 also identifies that insufficient product data continues to undermine customer experiences, with returns reflecting the costly fallout from misinformation.
Many shoppers expressed a willingness to pay 25% to 30% more for products that are accompanied by high-quality information, demonstrating that they place a significant monetary value on clarity.
Fouache further elaborated, “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. That level of reliability doesn’t happen by accident. It requires clean, structured, enriched data that’s continuously governed and activated to every channel.”
The study advises brands and retailers to ensure their AI systems pull information from a single source of truth to avoid incorrect responses that could erode trust in AI agents and other information sources. It adds that since 76% of shoppers interact with multiple touchpoints before making a purchase, inconsistencies among websites, stores, marketplace listings, and AI responses can lead to confusion, resulting in abandoned purchases and returns.
Fouache characterized the research as a “wake-up call for brands and retailers that consumers follow the most reliable information, not the loudest channel. Brands and retailers that unify, govern, and activate their product data can confidently power every experience, including AI, and turn trust into growth.”
