AI may be killing influencer’s power over what you buy
From what wool coat to buy ahead of the winter season, to what home appliance is a must-have, consumers have increasingly become reliant on influencers on their social media feeds recommending them their latest purchases. That is, until AI entered the room. According to a recent survey by global research firm Gartner, 35% of consumers looking for shopping recommendations are relying less on…
Consumers have increasingly relied on social media influencers for their shopping decisions, from choosing the perfect wool coat for winter to selecting essential home appliances. However, a recent survey by Gartner indicates that 35% of shoppers are now relying less on influencers due to the rise of AI-generated content. Conducted in May and June 2026, the survey polled 1,006 consumers and revealed that the decline in reliance on influencers is not due to a shift towards AI advice, but rather the impact of AI slop on trust.
Notably, 65% of respondents felt that brands' marketing materials contained excessive AI content, leading to a growing distrust in these brands. Emily Weiss, a Senior Principal Analyst at Gartner, stated that consumers are not rejecting AI but are becoming more discerning about the content they trust and the sources they rely on for information.
As a result, 43% of respondents are now turning to human expertise for shopping advice, emphasizing the importance of authentic perspectives in building trust. The findings underscore the need for marketers to incorporate AI in a way that enhances relevance, creativity, and customer experiences, rather than merely boosting content output.
Marketers should also establish clear guidelines and policies around AI use for brand-influencer partnerships to maintain consumer trust.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
