AI is Helping Consumers Discover New Brands – But Trust Still Has to Be Earned

Artificial intelligence is rapidly changing the way consumers discover new products and businesses, but fresh UK research suggests that while AI may be opening doors for lesser-known brands, it is far from replacing traditional research and customer trust.

A new survey of 2,564 UK consumers, commissioned by technology PR agency CloudNine PR, found that over half (52%) of people who use AI chat tools like ChatGPT say the technology helps them discover brands they would never have found otherwise.

With AI assistants increasingly becoming part of everyday shopping and research habits, businesses have a valuable opportunity to reach potential customers outside traditional search engines. Among those surveyed, 48% said they would consider buying from a previously unknown brand if it was recommended by an AI assistant.

However, the findings also show that consumers are still cautious. Just 4% said they would purchase from an unfamiliar brand immediately based solely on an AI recommendation.

Instead, most people continue to carry out their own research before making a buying decision. Nearly half (46%) said they would search for the company using Google or another search engine, while 43% would read independent online reviews. 

Around one-third would visit the company's own website, and more than a quarter would check whether the product was available on Amazon. Others said they would look for coverage in online publications or search social media to gauge public opinion.

The research highlights an important message for businesses: AI visibility alone is not enough.

Consumers also want greater transparency from AI platforms. Six in ten AI users said they would place more trust in recommendations if they could see information drawn from multiple independent sources, including news articles, reviews and influencer content.

CloudNine PR founder Uday Radia believes businesses should see AI as the beginning of the customer journey rather than the end.

He said AI is becoming an important product discovery channel that can introduce consumers to brands they may never have encountered before. However, he warned that businesses still need strong search visibility, positive reviews and credible media coverage if they want those discoveries to convert into sales.

The research also explored attitudes towards advertising within AI-generated responses. More than half of AI users said they would trust recommendations less if advertisements appeared alongside AI answers, while almost two-thirds said they would consider switching to another AI platform if advertising became commonplace.

As AI continues to reshape digital marketing, businesses that combine strong online reputations with high-quality content and genuine customer trust are likely to be best placed to benefit from this evolving landscape.

https://www.cloudninepr.com/chatgpt-ai-brand-discovery-trust/