What Consumers Value Most When Shopping with AI.

What matters more when shopping: getting more options or understanding which one fits your needs?

Among AI capabilities, clear explanations and answers are valued by the largest share of respondents — 27%. Relevant product recommendations follow at 24%.

Quick brand credibility checks and recommendations for good-value options each received 22%, while summaries of customer reviews scored 21%.

The figures are close, but explanations taking the lead is worth examining.

My interpretation: shoppers need help making sense of information. How do models differ? Which features matter for their needs? Is paying extra justified?

For brands, this is a reason to review how clearly they describe their products.

Does the website offer specific answers, comparisons, usage conditions and limitations? Can claims be verified? Do reviews reveal real customer experiences?

When information is vague or contradictory, even a good product becomes harder to recommend with clear supporting reasons.

At the same time, AI’s ability to produce a convincing answer does not guarantee its accuracy. Access to verified specifications and transparent terms therefore remains important.

I would start preparing a brand for AI-assisted shopping with an audit: do our materials provide enough information for an informed choice?

If a shopper asked you to explain your product’s advantages without promotional adjectives, what would remain in the answer?

Data processed by Media Systems