New study reveals how AI is reshaping how people shop online — but they still don't really trust it enough
THE SO WHAT
If ~20% of UK shoppers start with AI search but recommendations aren’t lifting sales, the discovery layer is outrunning trust and conversion. E-commerce teams should treat AI search as an experiment: instrument it ruthlessly, keep human-curated fallbacks, and focus on explainability and control, not just clever suggestions.
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