Consumers trust AI to search, not shop for them: report

In China, 56% use it to seek health and medical guidance.

A trust gap exists between artificial intelligence-assisted search and automated purchasing amongst consumers despite companies betting big on agentic AI.  

According to a Mintel report, whilst the technology is advancing fast, few have asked if shoppers are ready to embrace it, and evidence found that consumers are not.

“It is critical brands understand this as the cost of AI-tech keeps rising,” the report said.

The report noted that consumers are comfortable using AI to search, compare and simplify decisions, but far less willing to let it act on their behalf.

It added that successful companies that can leverage agentic capabilities are those that can bridge the trust gap, combining AI-driven convenience with trusted expertise.

In China, AI tools have become a source of advice and information more than social media or traditional search engines, with 56% using them to seek health and medical guidance.

Moreover, the report said consumers are far more comfortable with agents purchasing regular functional purchases, such as household goods, than with more personal categories.

“Agentic commerce will succeed if its faster, simpler and more accurate than existing behaviours,” Mintel said.

Retailers, such as Ulta, and brands, such as L'Oreal, have already used AI to create elevated experiences, but the power of agentic technology is better at knitting together offerings to create a truly new, elevated way to shop.

For example, Mintel cited Tesco's current internal trial of a new 'AI assistant' which combines its recipe site and groceries online into a new mission-based way to shop the retailer.

Trust remains the decisive barrier, whilst convenience is the ultimate proof point.

“Those brands which are bold and look to rewrite how their online operations function to utilise the disruptive potential of agentic AI will find a consumer base that is intrigued but needs convincing”.