Key stat: Nearly half of US AI users (49%) say they're likely or very likely to try a different brand than usual if an AI assistant suggests one as an alternative, according to a March report from EMARKETER and Publicis Commerce.

Beyond the chart:

• The audience this chart captures is growing fast. Shopping-related genAI use grew 35% in just nine months, per Boston Consulting Group.
• Meanwhile, the switching willingness comes with a trust caveat. Only 46% of shoppers fully trust AI recommendations, and 89% still check the information before buying, per IAB.

Use this chart: Drop this in your next AI commerce or brand strategy meeting to show how much sway AI recommendations have over purchase decisions. Use the 49% to benchmark switching risk in AI channels, and make the case for why getting recommended by AI should be your next visibility priority.

Related reports:

• The AI Commerce Opportunity (EMARKETER subscription required)
• The AI-Powered Shopper's Path to Purchase (EMARKETER subscription required)

Methodology: Data is from the March 2026 EMARKETER and Publicis Commerce report titled “LLM Usage and Trust in the Shopping Journey.” 1,179 US adults ages 18+ who have used an AI assistant or chatbot to research a product in the past month were surveyed during January 2026.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.