Study Finds Shoppers Trust AI Over Friends

In the complex calculus of a major purchase, who do you trust for the final verdict? For generations, the answer was a savvy friend or a trusted family member. But a revealing new analysis from a University of Virginia expert shows that for a growing number of consumers worldwide, the most trusted advisor isn't a person at all—it's an algorithm.

The research, highlighted by Professor Tami Kim of the U.Va. Darden School of Business, points to a significant global shift in consumer psychology. The findings suggest that when it comes to certain types of shopping decisions, people are now more inclined to place their faith in the data-driven recommendations of an AI than in the well-meaning advice of their peers.

"We are witnessing a fundamental realignment of our 'circle of trust'," explained Prof. Kim, whose work explores the intersection of technology and consumer behavior. "The data indicates a clear split: for purchases that are functional and data-intensive, the perceived objectivity of AI is becoming more valuable than the shared experience of a friend."

This phenomenon is most pronounced for "high-consideration" products—items like laptops, home appliances, or cameras. The reasoning is straightforward: a friend's advice, while valuable, is ultimately a single, anecdotal data point. In contrast, an AI shopping assistant can synthesize thousands of user reviews, compare a dozen competing spec sheets, and analyze pricing trends across multiple retailers in a matter of seconds.

According to the analysis, consumers are increasingly drawn to this efficiency and impartiality. The key factors driving the trend include:

Perceived Objectivity: AI is seen as free from personal biases, brand loyalty, or the emotional attachments that can color a friend's recommendation.

Data Supremacy: An algorithm can process a volume of information that is simply impossible for a human to manage, offering a more statistically sound basis for a decision.

Efficiency: AI drastically cuts down on research time, delivering a curated shortlist of optimal choices tailored to a user's stated needs.

"For decisions where 'correctness' can be measured by metrics and performance, the AI is viewed as the superior expert," Kim notes. "It removes the guesswork and the social pressure that can sometimes accompany a friend's passionate but perhaps misguided advice."

This behavioral shift doesn't mean human opinion is obsolete. For subjective, taste-driven purchases—such as fashion, art, or home décor—the recommendations of friends who understand our personal style are still paramount. However, even in these areas, the influence of sophisticated algorithmic discovery engines on platforms like Spotify and TikTok is growing, especially among younger consumers.

The implications for global commerce are profound. Brands must now think beyond influencing people and consider how to make their products legible and attractive to AI assistants. Marketing strategies will need to optimize for algorithmic analysis, ensuring that product specifications, user reviews, and value propositions are clearly communicated to the non-human experts that a growing number of shoppers now trust most. This isn't the end of trusted advice; it's simply the dawn of a new kind of expert.