65% of AI-assisted shoppers trust creator reviews to validate product recommendations: IAB

According to a report by the IAB, 65% of AI-assisted shoppers trust creator reviews to validate product recommendations. This suggests that creators play a significant role in influencing purchasing decisions, even when AI is involved in the recommendation process. The report highlights the importance of creator reviews in social commerce, particularly in India, where the report was published.

The trust that AI-assisted shoppers have in creator reviews matters for social commerce because it underscores the need for brands to partner with creators who can authentically promote their products. As social commerce continues to grow, the role of creators in validating product recommendations will become increasingly important. This trend is likely to shape the way brands approach influencer marketing and product promotion on social media platforms.