March 15, 2026 — A new global survey by marketing platform Klaviyo reveals that most consumers use AI, but few fully trust it, with 60% employing AI tools at least weekly yet only 13% expressing complete trust, impacting product discovery and purchases for marketers worldwide.
The survey, conducted in December 2025 with nearly 8,000 consumers across the US, UK, France, Germany, Spain, Italy, Australia, and Singapore, found that 41% purchased AI-recommended products in the past six months, and 27% were introduced to products by AI before further research. These findings, detailed in MarTech’s coverage published March 13, underscore a usage-trust divide as AI becomes a key entry point in consumer journeys.
Key Findings on Usage and Trust
More than one in five consumers turn to AI for learning, problem-solving, or purchase evaluations. Among heavy users, prompts are increasingly contextual, with 78% adding emotional or personal details and 30% using eight or more words per interaction, shifting from traditional keyword searches.
Most consumers use AI, but few fully trust it, as highlighted in the Klaviyo AI Persona Research. Younger generations like Millennials and Gen Z are over 75% more likely than baby boomers to fully trust AI, with men 60% more likely than women.
Four Consumer Personas Identified
Klaviyo segmented respondents into four personas:
- AI Enthusiasts (26%): High usage and moderate trust; 89% used AI while shopping recently, 43% bought multiple unknown products on AI recommendation.
- AI Evaluators: Frequent users who verify AI suggestions; combined with Enthusiasts, nearly 70% of consumers.
- AI Skeptics: Occasional users wary of AI in marketing.
- AI Holdouts (21%): Minimal engagement, preferring human input.
These personas illustrate why most consumers use AI, but few fully trust it, per MarTech.
“The AI era isn’t about using AI everywhere. It’s about using it in ways consumers actually value. When shoppers feel understood, respected, and in control, AI becomes a better experience, not a bigger risk.” — Jamie Domenici, CMO, Klaviyo.
Implications for Marketers
Marketers face pressure to build trust amid rapid AI adoption in discovery. CMSWire (March 10) notes AI shapes experiences but trust lags, echoing most consumers use AI, but few fully trust it. Enthusiasts criticize generic AI content, raising stakes for personalization.
Media and Industry Echoes
The story gained traction, with Marketing Agent Blog (March 15) summarizing the gap and Complete AI Training (March 13) focusing on decision influence. On X, marketers discussed strategies, as in posts by @pennepress and @MitchLevinson3.
Most consumers use AI, but few fully trust it remains a core challenge, with brands urged to leverage first-party data for credible AI experiences.