Noesion Radarnoesion.ai
Survey2026-09-18

IAB found 80% of consumers are comfortable with AI shopping recommendations. 56% prefer AI to cite creator or influencer reviews. 65% of Gen Z and millennials want creator citations in AI results. Only 29% of Gen Z and millennials say creator citations raise purchase odds. That share falls to 12% for boomers. Subject-matter experts and retailer data rank above creator reviews for trust. Creator input is most valued for finding deals and comparing products. Consumers see creators as least helpful at the final purchase stage. Everyday consumer reviews are the most trusted creator type. Credibility and consistency are the top trust signals for creators. The survey covered the US, UK, Australia, Mexico and India. It ran in May 2026 with 2,200 respondents.

  • 80% comfortable with AI shopping recommendations
  • 56% prefer creator-influencer sources
  • 65% of Gen Z and millennials prefer creator citations
  • 29% of Gen Z/millennials: creators increase purchase likelihood

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