Consumers Want AI Shopping Recommendations to Include Trusted Creator Perspectives, According to IAB

Global study finds 56% of consumers prefer AI-generated shopping recommendations that incorporate creator perspectives, with Gen Z and Millennials leading the shift

NEW YORK, Sept. 9, 2026 /PRNewswire/ -- Artificial intelligence is becoming an everyday shopping companion, helping consumers research products, compare options and make decisions. But as AI plays a larger role in product discovery, with nearly three-quarters (72%) of consumers using general-purpose AI assistants for shopping-related decisions, brands and AI platforms face a growing challenge: delivering recommendations consumers view as credible and trustworthy.

Ahead of the first IAB CreatorFronts, Interactive Advertising Bureau (IAB), the leading trade association for the digital advertising industry, released new global research examining how consumers value creator perspectives in AI-generated shopping recommendations. The study surveyed 2,200 consumers who have used AI for shopping-related research in the past three months, spanning the U.S., U.K., Australia, Mexico and India.

The findings reveal a clear opportunity for AI platforms to bring trusted creator perspectives into the shopping experience. More than half of consumers (56%) prefer AI-generated shopping recommendations that incorporate creator or influencer perspectives, while 65% say they are more confident in AI recommendations when those recommendations are informed by credible creator reviews.

"AI is reshaping how consumers discover and evaluate products, but as these tools become a more influential part of the shopping journey, trust will be a critical differentiator," said David Cohen, CEO, IAB. "Creator perspectives can help strengthen confidence in AI-generated recommendations by bringing credible human voices into the experience. That's an important opportunity for the industry to embrace as AI continues to reshape commerce."

Younger Consumers Are Leading the Shift

The appetite for creator-informed AI is particularly strong among younger generations. About 65% of Gen Z and Millennials prefer AI recommendations that incorporate creator perspectives, compared with 53% of Gen X and 34% of Boomers. Among Gen Z, creator reviews incorporated into AI recommendations are nearly as influential as brand or advertiser information, at 27% versus 29% respectively.

Creators are also increasingly being discovered through AI itself. Half of Gen Z and Millennials have discovered creators through AI, and nearly three in four say creator-backed recommendations increase their confidence in AI shopping advice.

Authenticity and Expertise Matter More Than Popularity

Consumers are not simply looking for AI to surface the biggest names. The research finds that authenticity and expertise are key drivers of creator trust.

The most trusted creator types are:

• Everyday consumers (52%)
• Professional reviewers (43%)
• Subject-matter experts (37%)

The top factors that make a creator trustworthy enough for AI to rely on their content are:

• Credibility (46%)
• Consistency (40%)
• Expertise (36%)
• Independence from brands/sponsorship transparency (34%)

"What we're seeing is that with AI shopping, consumers don't just want the recommendation. They want real-world experience and expertise behind the guidance," said Jack Koch, SVP, Research & Insights at IAB. "Our research shows that trusted creator perspectives can increase confidence in AI-generated recommendations, creating an opportunity for platforms to bring more authentic human expertise into the shopping experience."

AI Is Already an Established Part of the Shopping Journey

Eighty percent of consumers are comfortable relying on AI recommendations, creating new opportunities for creator content to play a role throughout the shopping journey. Consumers see the greatest value in creator-informed AI recommendations when finding the best value (38%), discovering products (32%), comparing options (31%) and summarizing product information (31%).

Creator-Informed AI Resonates Across Markets

The value consumers place on credible, authentic creator content is evident across the five markets studied, signaling a global opportunity to bring more human experience into AI shopping recommendations.

Among consumers who have used AI tools for shopping research in the past three months, those in India and Mexico place the greatest value on creator-informed shopping experiences. Compared with consumers in the U.S., U.K., and Australia, they are more likely to want creator perspectives incorporated into AI recommendations and to view creator content as a valuable input to shopping guidance. Among Western markets, the U.S. is the most creator-receptive, while the U.K. is generally the most cautious.

Across all markets, however, the foundation of creator value is consistent: expertise, authenticity, and real-world product experience.

These global shifts in AI-assisted shopping and creator influence will be among the themes explored at IAB's inaugural CreatorFronts, part of IAB Global Creator Week, bringing together platforms, creators, agencies and marketers to examine the future of creator-driven marketing.

To access IAB's Global Creator Research, click here: https://www.iab.com/insights/the-creator-signal/ 

About the Research
The IAB Insights Engine study, powered by Attest, was conducted in May 2026 among 2,200 consumers who had used an AI tool for shopping-related research in the previous three months. The study included 1,000 respondents in the U.S. and 300 respondents each in the U.K., Australia, Mexico and India.

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

About IAB Global Creator Week
IAB Global Network is uniting to launch the inaugural IAB Global Creator Week, running from 14 to 18 of September, a bold step into the future of digital advertising. Across five days, 17 countries will host dynamic, creator marketing-led events that spotlight the accelerating power of the creator economy and its transformative impact on how brands connect with audiences. At the heart of it all, a central digital hub will bring the world together, curating global event listings, breakthrough insights, and forward-thinking resources from IABs everywhere. This is more than a moment; it is a movement, designed to spark collaboration, unlock new possibilities, and shape the next era of advertising together.

SOURCE Interactive Advertising Bureau (IAB)