The data: 57% of global active AI users say customer reviews and star ratings are the most trustworthy source for AI recommendations, ranking higher than brand reputation, product price, and the AI’s own answers, per Bazaarvoice and Bluefish.

Nine in 10 say it’s at least somewhat important to know that an AI recommendation sourced real customer reviews and photos.

The data echoes a recent survey from the Interactive Advertising Bureau (IAB) and Attest that found a majority (56%) of global consumers who have used AI for shopping research prefer its recommendations to creator reviews. The most trustworthy creator type is everyday consumers, even more than professional reviewers and subject-matter experts, per the survey.

Why it matters: 57.5% of US adult AI users have chosen not to purchase something based on information provided by a chatbot, per Semrush. That increases pressure on brands to ensure consumer reviews are accurate and available to AI engines.