Consumers now turn to artificial intelligence for help choosing flights, clothing and beauty products. Even so, many shoppers do not fully trust the answers. McKinsey research places trust in generative AI below 40 percent, revealing a clear gap between use and confidence.
The findings describe a shopping journey shaped by more sources. Buyers compare AI suggestions with reviews, social media posts, store information and recommendations. This wider search offers more choice but makes reliable advice harder to identify.
On The McKinsey Podcast, Danielle Bozarth said both Generation Z and baby boomers use generative AI. They use AI to discover brands and evaluate products before buying. Adoption appears strongest for research-heavy purchases.
Travel leads use, while beauty and fashion draw interest. Shoppers can ask AI to compare destinations, combine product reviews or suggest clothing choices. Social media supports product discovery, while AI increasingly assists with research.
Trust has not kept pace with this use. McKinsey’s net consumer trust index measures the share of people who trust a source after subtracting those who do not. Generative AI recorded a trust level below 40 percent.
Bozarth also reported low trust among younger consumers across online and offline sources. Family and friends received weaker scores than researchers expected among Generation Z. “Even recommendations from friends and family scored surprisingly low among Gen Z,” she said.
The shift toward AI shopping advice changes how businesses present product information online. McKinsey reviewed 25 brands over six months and examined 2.6 million citations used by large language models. Brand-owned websites supplied only about 1 percent of those citations.
Companies are therefore testing generative engine optimization, commonly called GEO. This work helps AI systems read product pages through clear specifications, structured lists and frequently asked questions. It extends traditional search optimization into tools that answer shoppers directly.
Low direct citation can limit a company’s control over product details that AI presents. Large language models gather material from reviews, communities and other websites. Brands must therefore keep product claims consistent and make verified details easy for systems to find.
The research identifies four broad forces shaping purchases: a technology-led path, wider interest in health, higher spending on experiences and the rise of resourceful consumers. Each trend changes how people compare price, quality and usefulness.
McKinsey said shoppers now judge value through more than the initial cost. Consumers consider durability, usefulness, repair options and possible resale value. Some also delay purchases, repair goods, use budgeting apps or complete tasks themselves to stretch household funds.
Clarisse Magnin, a McKinsey senior partner, said younger shoppers lead many resourceful behaviors. “Consumers are evaluating durability, usefulness, repairability, resale value, and other factors,” she said. She added that companies need to build value into products from the start.
Experiences also continue to gain a larger share of discretionary spending. When McKinsey asked consumers how they would use an extra $200 or €200, most chose experiences. Travel, entertainment, wellness and social activities featured in those choices.
For retailers, AI adoption brings changes across marketing, product presentation and customer research. Consumers may use the technology before trusting it fully. Clear information, consistent claims and useful product details can help shoppers compare options across the growing number of channels.
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