Ian Keilty, CEO Whistl, said: “Our research highlights one clear message: AI shopping is growing in importance, but trust remains the deciding factor. For retailers, this creates a real opportunity. By combining human sources such as customer reviews and clear information with AI powered recommendation tools, they can offer both confidence and convenience. “Retailers that successfully balance human trust with GenAI will be better placed to meet the needs of shoppers today, and the expectations of the shoppers of tomorrow.”
Its research “Ecommerce in 2026: The Search for Clarity and Convenience”, found that GenAI is becoming a regular part of the online shopping journey for many younger consumers, particularly when they want quick guidance or help narrowing down options. Nearly half of Gen Z and Millennial shoppers said they had already used GenAI tools to help discover products, with around one in three going on to buy an item based on an AI recommendation.
Usage drops significantly among older shoppers. Around a quarter of Gen X respondents said they had tried GenAI for product discovery, while only one in 10 Baby Boomers reported doing so. Purchases based on AI recommendations were even lower, falling to about one in 10 Gen X shoppers and around one in 100 Boomers.
Electronics was the product category most influenced by AI-generated recommendations, with 43% of respondents, followed by clothing, books and media, and home goods.
The survey also found that younger shoppers are more willing to act on AI suggestions if the recommendation aligns with their needs.
Three in five Gen Z and Millennial respondents said they would be likely to buy a product suggested by AI if it matched what they were looking for. Among Gen X shoppers the proportion falls to three in 10, down to one in five Baby Boomers.
Researchers found that shoppers are most receptive to AI recommendations at specific points in the buying journey.
Almost half said they would be open to suggestions after conducting initial research and needing help to narrow their choices. Others said they would consider AI recommendations when browsing unfamiliar product categories or when they wanted quick, relevant suggestions.
Despite the growth of AI-assisted shopping, traditional sources of advice remain the most trusted. Across all age groups, recommendations from friends and family ranked highest for trust. Trust levels ranged from 89% among Gen Z respondents to 85% among Baby Boomers.
Product reviews were the next most trusted source overall, with 77% of respondents saying they relied on them, followed by colleagues at 71%.
Overall trust in AI-generated recommendations stood at 34%, although this varied widely by age group.
More than half of Gen Z respondents said they trust AI recommendations as much as or more than traditional sources of advice, while six in 10 Millennials said the same. Nearly a third of Gen Z respondents said they trust AI suggestions more than product reviews or influencers.
Trust levels were lower among older respondents, with fewer than two in five Gen X shoppers and around one in five Baby Boomers saying they trust AI recommendations to a similar degree.
The research was based on an online survey of 1,000 UK adults aged 18 to 79 who regularly shop online for non-grocery items.
About Whistl - Whistl is a £820m+ revenue delivery management company that provides mail, parcels, leaflet advertising, fulfilment and contact centre services in the UK and internationally. Headquartered in Marlow, the Whistl group of companies operate across the UK.
