March 14, 2026 — Klaviyo’s 2026 AI Consumer Trends Report, based on a survey of 7,998 consumers across the U.S., U.K., France, Germany, Spain, Italy, Australia and Singapore, shows that most consumers use AI, but few fully trust it for shopping decisions. Published March 10, 2026, the study found 60% of respondents use AI tools at least weekly, yet only 13% completely trust AI recommendations.
The report, covered by MarTech.org under the headline “Most consumers use AI, but few fully trust it,” highlights how AI influences product discovery, with 41% purchasing AI-recommended items in the past six months and 27% researching AI-suggested products further.
Key Findings on Usage and Trust
More than one in five consumers start with AI for learning, problem-solving or purchase evaluations. However, trust lags: men are 60% more likely than women to fully trust AI, and Millennials and Gen Z are 75% more likely than baby boomers to do so. Europeans show higher trust levels than U.S. and Australian consumers.
The survey, conducted November 30 to December 22, 2025, via Pollfish, identifies conversational shifts, with 78% adding emotional or personal context to prompts sometimes and 30% using eight or more words per interaction.
Four AI Consumer Personas
Consumers fall into four groups:
- AI Enthusiasts (26%): High usage and trust; 89% used AI for shopping recently; 43% bought multiple unknown products via AI recommendations.
- AI Evaluators: Frequent users who validate suggestions.
- AI Skeptics (10%): Occasional users wary of marketing AI.
- AI Holdouts (21%): Rarely use AI for shopping, preferring human input.
Enthusiasts and Evaluators comprise nearly 70% of consumers.
“AI isn’t just changing how brands operate, it’s also reshaping how consumers discover and evaluate brands. What’s new is that AI trust now influences strategy,” said Jamie Domenici, Klaviyo CMO.
Implications for Marketers
Heavy users like Enthusiasts (40%) quickly spot low-quality “AI slop” in marketing. MarTech.org notes this most consumers use AI, but few fully trust it dynamic poses challenges for digital strategies. UK coverage on Retail Rewired reports 62% weekly AI use there, with 76% wary of AI-generated content. eMarketer cites the report stating only 7% trust brands more using obvious genAI.
Media and Social Coverage
Secondary outlets echoed the theme, including ATDb and Complete AI Training, both using “Most consumers use AI, but few fully trust it.” On X, Jeff Sheehan shared the MarTech link (86 views).
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