Rithum research: Gen Z shoppers act on AI recommendations without third party verification

Rithum has released research, based on a survey of 1,046 online shoppers across the US and UK, which finds that 64% of 18-to-27-year-olds have made a purchase based on an AI recommendation without verifying the information through other channels.

The findings suggest that for a growing share of younger consumers, who are among the earliest adopters and most prolific users of AI, these AI tools are both supporting product discovery and increasingly influencing final purchase decisions. Traditional verification behaviours are playing a limited role in the process, with 95% of shoppers admitting they don't check information LLMs provide against a brand website.

AI is also accelerating the pace of decision-making. 36% of shoppers say they make faster purchasing decisions when using AI tools. When shoppers do choose to verify AI generated recommendations, they are more likely to turn to search engines (28%), friends and family (17%), or their own prior experience (17%) than to brand or retailer websites.

"AI is reshaping how younger shoppers discover and evaluate products, and Gen Z's digital native instincts mean they're less likely to question what AI tells them. As these behaviours spread across generations, the stakes for brands and retailers rise sharply. When AI becomes the storefront, the product data feeding it isn't just a technical input - it's the brand experience,” saysSam Griffin, VP, Strategy and Engagement, Rithum

Other key findings: 36% use AI always or often to discover new brands and products; 43% say they compare more options; 34% feel more confident in their purchasing decisions.

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.