Marketing agency Croud said a survey of more than 2,000 U.S. consumers found 69% of Americans are open to letting artificial intelligence make purchases on their behalf.
The study, developed with research firm ImpactSense, also found that 73% of AI users research products through large language models before deciding on a specific brand or product.
Croud said 39% of AI users check AI recommendations against four or more sources before buying. More than one-third of consumers who validate those recommendations turn to YouTube for information.
Croud said reviews, creators, social platforms and brand-owned content play a major role in determining whether AI-generated recommendations lead to purchases.
“Ironically, AI is making the consumer journey more human, not less,” Val Davis, U.S. CEO of Croud, said. “As consumers increasingly rely on AI to discover more options, they’re placing significant value on human validation before making a purchase.”
The study found that half of consumers are comfortable allowing AI to buy across three or more product categories.
Low-risk, routine purchases such as groceries and household essentials were the main categories where AI users said they were likely to trust AI-automated checkout.
Fashion shoppers using AI-assisted checkout spent about 56% more than non-users, according to the study.
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