AI has already started to impact how consumers discover products and make decisions. However, a recent global study conducted by Klaviyo reveals a crucial trend that marketers need to take note of: while usage of AI is increasing rapidly, trust in AI is not keeping pace.
According to the “Klaviyo AI Persona Research,” which surveyed nearly 8,000 consumers, 60% now use AI tools on a weekly basis. In contrast, only 13% express complete trust in AI.
This disparity holds the key to the real marketing narrative.
Consumers are evidently integrating AI into their product research and evaluation processes. Yet, they are doing so cautiously, viewing AI as a tool rather than an absolute authority.
AI is influencing purchases faster than trust is growing
AI is already impacting actual purchasing behavior.
The research found that 41% of consumers have bought a product recommended by AI in the last six months. Additionally, 27% state that AI introduced them to a product they later researched before making a purchase.
In essence, AI is now functioning as a discovery mechanism.
More than one in five consumers now turn to AI tools initially when seeking new information, solving problems, or evaluating a purchase. For marketers, this implies that AI is increasingly becoming the first point of contact in the customer journey.
However, trust in this technology is evolving at a much slower pace than its adoption. Consumers are leveraging AI to narrow down choices and gather insights, but many still prefer to validate the recommendations before acting upon them.
Four AI personas reveal how consumers balance usage and trust
Klaviyo’s study categorizes consumers into four personas based on their frequency of AI usage and their level of trust in AI.
AI Enthusiasts, constituting around 26% of consumers globally, exhibit high usage along with relatively high trust. They are already integrating AI into their everyday decision-making processes.
Among Enthusiasts, 89% report using AI while shopping in the past six months. What’s more, 43% state that they bought multiple products recommended by AI that they were previously unaware of.
AI Evaluators also use AI frequently but approach it with caution. They are open to relying on AI for research and comparisons but tend to verify recommendations before making decisions.
Together, Enthusiasts and Evaluators represent almost 70% of consumers.
The remaining personas reflect a more skeptical attitude.
AI Skeptics comprehend and occasionally use AI but harbor reservations about its presence in marketing and brand interactions. AI Holdouts, comprising approximately 21% of consumers, rarely utilize AI for shopping and generally prefer human guidance in decision-making.
The key insight here is that the divide does not solely exist between AI users and non-users but among consumers who trust AI, those who use it cautiously, and those who remain skeptical.
Heavy AI users are also the quickest to criticize brands
One of the notable findings from the study is that individuals who are most comfortable with AI are also the most critical of it.
Among AI Enthusiasts, 40% claim to notice low-quality or generic AI-generated marketing content multiple times per week.
This indicates that frequent AI users are becoming adept at identifying when brands overly rely on automation. As consumers engage more with AI tools, they become better judges of what constitutes effective outputs.
For marketers exploring generative AI in content, customer service, or personalization, this dynamic raises the stakes. Inadequate execution may be swiftly noticed by the very audience most inclined to engage with AI-driven experiences.
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Consumers are engaging with AI more as a conversational partner
The research also sheds light on how AI is reshaping search behavior.
While traditional search queries were typically brief and keyword-focused, AI prompts are now becoming longer and more contextually driven.
Seventy-eight percent of consumers indicate that they incorporate emotional or personal context in their prompts at least occasionally. Moreover, 30% now utilize eight or more words when interacting with AI systems.
The trust gap will define the upcoming phase of AI marketing
The findings underscore a straightforward yet crucial reality.
AI usage is becoming widespread, but trust in AI is evolving at a slower pace.
Consumers are increasingly comfortable using AI to explore concepts, compare products, and uncover new options. Whether they trust the responses they receive depends on the quality and utility of the experience.
For marketers, this means that merely appearing in AI-driven discovery environments is just one part of the challenge.
The more daunting task is to earn the trust of consumers who are still deliberating on how much faith to place in AI.
The complete report can be accessed here. (Registration required)
