AI drives product discovery but reviews still seal buys

New research from Bazaarvoice indicates that shoppers increasingly use artificial intelligence tools to find products, while reviews and customer photos remain central to purchase decisions.

The company stated that 66% of shoppers now use AI for product discovery. However, it also reported that 92% consider reviews and real customer photos essential before making a purchase.

These survey results highlight a clear distinction between the discovery and conversion phases: while AI tools are increasingly prominent during the initial stages of shopping, consumers still rely on peer validation before committing to a buy.

Bazaarvoice based the findings on its GEO Shopping Consumer Survey. It surveyed more than 2,500 shoppers aged 18 and over across the US, EMEA and APAC.

The results suggest broad acceptance of AI-assisted shopping. Bazaarvoice said 75% of respondents believe AI tools are beneficial when shopping. It reported that 72% actively use AI for product recommendations.

AI influence also appears in purchasing behaviour. Bazaarvoice said 45% of respondents have bought a product after receiving an AI recommendation. The figure indicates that AI-driven prompts already shape consumer spend across categories, even as some shoppers remain cautious about the role of AI at the point of sale.

Trust Barrier

The survey found resistance to completing transactions within AI interfaces. Bazaarvoice said 67% of respondents would not check out directly through an AI tool. Many said they prefer to finish the purchase on a brand or retailer website.

The data points to what Bazaarvoice described as a "trust handoff" in the shopping journey. Shoppers use AI to narrow options and compare products. They rely on user-generated content before making a final decision.

Verified reviews and customer imagery feature as the strongest trust signals in the survey. Bazaarvoice said 62% of respondents would trust an AI shopping tool more if it clearly shared reviews and photos from real, verified purchasers. It also said that 92% want verification from real customers alongside an AI recommendation before buying across several shopping categories.

"The findings from our latest GEO shopping consumer survey show that the rules of discovery have changed, AI has now become the gatekeeper between brands and consumers. However, with 9 in 10 shoppers requiring validation from real customers before they buy, authentic human voices still serve as the non-negotiable anchor of the shopping experience. For brands to be discovered, they must treat their user-generated content as pivotal input for AI models, not just a display layer on their site," said Alex Kirk, Director of Research, Bazaarvoice.

Checkout Factors

The survey also asked respondents what would make them more likely to complete a purchase directly through an AI tool. Bazaarvoice said 61% cited secure payment options. It also said 61% pointed to discounts or personalised offers.

The results suggest that payments and pricing mechanics could determine how quickly AI tools move from discovery into transaction. They also show that consumer hesitation relates less to the idea of recommendations and more to the final steps of payment and fulfilment.

Bazaarvoice positioned user-generated content as a key element for retailers and brands as AI interfaces become more common in shopping journeys. The company operates a platform for collecting and distributing ratings, reviews and other customer-created content across retail and brand channels.

Industry Discussion

Bazaarvoice planned to discuss the findings at its Bazaarvoice Summit. The session entitled "How shoppers are actually using AI to buy: The operational blueprint" includes Alex Kirk and Carina Lamb, Senior Analyst at EMARKETER as the speakers.

The research arrives as retailers and consumer brands experiment with AI shopping assistants, AI-enhanced search and chat-based product discovery. Many systems draw on multiple data sources, including product catalogues, marketing content and customer feedback. The survey results indicate that shoppers still look for evidence from other buyers when they reach the point of purchase.

Bazaarvoice said the survey was conducted in December 2025 and included shoppers across the US, EMEA and APAC.