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Vendor reportKantar, 2026

74% of AI assistant users seek out AI-driven recommendations daily or weekly

Channel validation

74%

of AI assistant users seek out AI-driven recommendations daily or weekly

Reader Note:
From Kantar's Connecting with the AI consumer report 2025, as cited inside Marketing Trends 2026. The base is AI assistant users, not all consumers, and the report's own wording for "regularly" is daily or weekly. Marketing Trends is a curated digest — each trend is written by a different Kantar executive and ends in a link to a Kantar product, and no sample size, fieldwork date or question wording is published for any figure in it, so the cited report is where this number would have to be checked.
Evidence:
Self-reported behaviour
Vendor interest:
Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:
Not disclosed

Good for

Getting a rough orientation, and deciding what to check yourself.

Not for

  • Exact numbers, or saying that one thing caused another.
  • The source never says how this number was measured.
  • The source never says how big its sample was or what went into it.
  • The source never says when this data was collected. It could be considerably older than the publication date suggests.
  • This comes from a company with a commercial interest in this market, so it is not a neutral source.
Channel validationTrend

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Vendor report

GWI, 2026

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

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