New research from the IAB finds that 56% of consumers prefer AI shopping recommendations that draw on creator or influencer reviews, with the preference rising to 65% among Gen Z and Millennials, according to a survey conducted through the IAB Insights Engine.
The study, titled “The Creator Signal: How AI Systems Interpret Influence in Commerce,” surveyed 2,200 consumers age 16 and older across the U.S., UK, Australia, Mexico, and India who had used an AI tool such as ChatGPT, Gemini, Claude, Copilot, or Perplexity for shopping-related research in the past three months. The survey, powered by Attest, was conducted in May 2026.
AI Shopping Has Gone Mainstream
Among respondents who had used AI for shopping research, 72% use general-purpose AI assistants for shopping-related decisions, and eight in ten say they are comfortable relying on AI to recommend products or services. Against that backdrop, creator content is emerging as a preferred input rather than a niche one: 65% of Gen Z and Millennials say they prefer creator-informed AI recommendations, compared with 53% of Gen X and 34% of Boomers.
Among Gen Z specifically, creator reviews nearly match brand and advertiser information as a preferred input for AI recommendations, at 27% versus 29%. Creator reviews also move purchase intent more for younger consumers: 29% of Gen Z and Millennials say creator reviews increase their likelihood to buy, compared with 12% of Boomers.
Everyday Consumers Beat Celebrities as Trusted Sources
When asked which creator types they want AI to prioritize, respondents ranked everyday consumers sharing real experiences first (52%), ahead of professional product reviewers and subject-matter expert creators. Creators the respondent personally follows and lifestyle influencers scored lower, and celebrities or public figures ranked last, at just 13%.
The same pattern holds for what makes a creator trustworthy enough to inform an AI recommendation. A proven track record or credibility ranked highest, cited by 46% of respondents, followed by consistency over time (40%) and demonstrated expertise or product experience (36%). Independence from brands, sponsorship transparency, and community trust also registered as factors. Follower count ranked lowest among the signals tested, selected by just 21% of respondents.
Creator Content Concentrates in Research and Consideration
The study finds creator content delivers its greatest value earlier in the purchase journey rather than at the point of sale. Respondents rated creator content most helpful for finding the best price or value, discovering new products or brands, comparing products or narrowing options, and summarizing reviews or product information.
Credible Creator Reviews Lift Confidence in AI Guidance
Sixty-five percent of consumers say credible creator or influencer reviews increase their confidence in an AI shopping recommendation, while 6% say such reviews decrease it. The effect is stronger among younger respondents, with nearly three in four saying creator-backed recommendations boost their confidence in AI shopping advice.
AI platforms are also becoming a discovery channel for creators themselves. Fifty-one percent of Gen Z and 46% of Millennials say they have discovered a creator through AI search results.
Market Differences
India and Mexico placed the greatest value on creator-informed AI shopping experiences among the five markets studied, with consumers there more likely than those in the U.S., the UK and Australia to want creator perspectives built into AI recommendations. Among Western markets, the U.S. was the most receptive to creator-informed AI shopping, while the UK was the most cautious.
IAB’s Recommendations
The report advises advertisers to build creator partnerships around utility rather than reach alone, prioritizing creators with demonstrated expertise and lasting credibility. It advises AI platforms to treat credible creator perspectives as a meaningful input to shopping guidance alongside brand and retailer information. For creators, the report frames the opportunity as one of building expertise and consistency, noting that audience size ranked lowest among the trust signals consumers cited.
Image source: IAB The full study is available here
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
New research from the IAB finds that 56% of consumers prefer AI shopping recommendations that draw on creator or influencer reviews, with the preference rising to 65% among Gen Z and Millennials, according to a survey conducted through the IAB Insights Engine.
The study, titled “The Creator Signal: How AI Systems Interpret Influence in Commerce,” surveyed 2,200 consumers age 16 and older across the U.S., UK, Australia, Mexico, and India who had used an AI tool such as ChatGPT, Gemini, Claude, Copilot, or Perplexity for shopping-related research in the past three months. The survey, powered by Attest, was conducted in May 2026.
AI Shopping Has Gone Mainstream
Among respondents who had used AI for shopping research, 72% use general-purpose AI assistants for shopping-related decisions, and eight in ten say they are comfortable relying on AI to recommend products or services. Against that backdrop, creator content is emerging as a preferred input rather than a niche one: 65% of Gen Z and Millennials say they prefer creator-informed AI recommendations, compared with 53% of Gen X and 34% of Boomers.
Among Gen Z specifically, creator reviews nearly match brand and advertiser information as a preferred input for AI recommendations, at 27% versus 29%. Creator reviews also move purchase intent more for younger consumers: 29% of Gen Z and Millennials say creator reviews increase their likelihood to buy, compared with 12% of Boomers.
Everyday Consumers Beat Celebrities as Trusted Sources
When asked which creator types they want AI to prioritize, respondents ranked everyday consumers sharing real experiences first (52%), ahead of professional product reviewers and subject-matter expert creators. Creators the respondent personally follows and lifestyle influencers scored lower, and celebrities or public figures ranked last, at just 13%.
The same pattern holds for what makes a creator trustworthy enough to inform an AI recommendation. A proven track record or credibility ranked highest, cited by 46% of respondents, followed by consistency over time (40%) and demonstrated expertise or product experience (36%). Independence from brands, sponsorship transparency, and community trust also registered as factors. Follower count ranked lowest among the signals tested, selected by just 21% of respondents.
Creator Content Concentrates in Research and Consideration
The study finds creator content delivers its greatest value earlier in the purchase journey rather than at the point of sale. Respondents rated creator content most helpful for finding the best price or value, discovering new products or brands, comparing products or narrowing options, and summarizing reviews or product information.
Credible Creator Reviews Lift Confidence in AI Guidance
Sixty-five percent of consumers say credible creator or influencer reviews increase their confidence in an AI shopping recommendation, while 6% say such reviews decrease it. The effect is stronger among younger respondents, with nearly three in four saying creator-backed recommendations boost their confidence in AI shopping advice.
AI platforms are also becoming a discovery channel for creators themselves. Fifty-one percent of Gen Z and 46% of Millennials say they have discovered a creator through AI search results.
Market Differences
India and Mexico placed the greatest value on creator-informed AI shopping experiences among the five markets studied, with consumers there more likely than those in the U.S., the UK and Australia to want creator perspectives built into AI recommendations. Among Western markets, the U.S. was the most receptive to creator-informed AI shopping, while the UK was the most cautious.
IAB’s Recommendations
The report advises advertisers to build creator partnerships around utility rather than reach alone, prioritizing creators with demonstrated expertise and lasting credibility. It advises AI platforms to treat credible creator perspectives as a meaningful input to shopping guidance alongside brand and retailer information. For creators, the report frames the opportunity as one of building expertise and consistency, noting that audience size ranked lowest among the trust signals consumers cited.
Image source: IAB
The full study is available here
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