Skip to content
Vendor reportProduct.ai, 14 Oct 2026

Gemini (+0.28) and ChatGPT (+0.23) lead net trust for AI shopping; Perplexity (−0.27) and Claude (−0.20) trail

Channel validation

AssistantTrust most (%)Trust least (%)Not chosen either way (%)Net trust score
Google Gemini43.5%15.3%41.1%0.28
ChatGPT42.2%19.1%38.7%0.23
Amazon's shopping assistant29.7%20.9%49.4%0.09
Microsoft Copilot17.8%23.8%58.5%-0.06
Walmart's shopping assistant22.2%29.6%48.2%-0.07
Claude11%31.3%57.7%-0.2
Perplexity8.2%35.2%56.6%-0.27

Consumer trust ranking of AI assistants: most trusted vs least trusted shares, with net trust score

Reader Note:
Among 550 U.S. shoppers who used AI for product research in the past 90 days. Each marked which of seven assistants they trust most and least for shopping, more than one allowed. Net score = share naming it most trusted minus share naming it least trusted, shown as a decimal. Gemini +0.28, ChatGPT +0.23, Amazon +0.09, Microsoft Copilot −0.06, Walmart −0.07, Claude −0.20, Perplexity −0.27. Trust order matches usage order for six of seven assistants, and unused assistants tend to land in "least trusted", so the report says the ranking measures familiarity as much as trust. Taken from the survey platform's standard report; not recomputable from the public raw data. Self-reported online survey of U.S. adults (Aug 27 – Sep 1, 2026), unweighted; Product.ai sells verification products for commerce.
Evidence:
Self-reported behaviour
Vendor interest:
High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:
Survey of 1,493 U.S. adults who shop for products, online or in stores, from a general-population panel; unweighted with quotas on age, gender, and region. Trend comparisons use 1,247 online shoppers; AI-user findings mostly use 550 respondents who used AI for product research in the past 90 days.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

  • Exact numbers, or saying that one thing caused another.
  • This was measured in one market. It may not hold where you are.
  • This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
  • Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
  • 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

Go deeper on this topic

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

Coming soon

This feature isn’t available yet.