Artificial intelligence is rapidly shifting from a consumer tool to a powerful intermediary influencing what people trust, consider and ultimately purchase.
BCG projects consumer trust in AI will rise 15 percentage points by 2030, potentially surpassing experts, peers and other information sources. Already, 31% of consumers use AI during purchasing journeys.
The commercial impact is significant. Around 19% are “AI loyalists,” and 70% ultimately purchase products recommended by AI, making AI visibility increasingly important for brands.
AI could also weaken traditional brand loyalty. In more than half of AI-assisted purchase journeys, AI introduces consumers to brands they might not otherwise consider, challenging established advantages in advertising and search.
As AI-mediated commerce expands, companies must ensure their products, reputation and digital information can be accurately understood by AI. Hallucinations, synthetic content, manipulated reviews and biased recommendations will make AI trust, verification and accountability increasingly critical.
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