{"id":5063,"date":"2026-03-25T14:12:08","date_gmt":"2026-03-25T14:12:08","guid":{"rendered":"https:\/\/www.rithum.com\/?post_type=press&p=5063"},"modified":"2026-03-25T20:01:16","modified_gmt":"2026-03-25T20:01:16","slug":"new-rithum-report-finds-58-of-shoppers-lose-trust-in-the-brand-when-llms-provide-wrong-information","status":"publish","type":"press","link":"https:\/\/www.rithum.com\/press\/new-rithum-report-finds-58-of-shoppers-lose-trust-in-the-brand-when-llms-provide-wrong-information\/","title":{"rendered":"New Rithum report finds 58% of shoppers lose trust in the brand when LLMs provide wrong information"},"content":{"rendered":"\n

New survey of U.S. and U.K. shoppers reveals widespread use of AI tools for product research, rising expectations for accurate pricing, and the risk when AI recommendations go wrong<\/em> <\/p>\n\n\n\n

ATLANTA, March 25th, 2026 \u2013<\/strong>\u00a0Rithum\u00a0today released a new research report,\u00a0The New Discovery Engine: How consumers are using AI to find, trust, and choose brands, and what’s at risk for those they never see<\/strong>,<\/em> based on a consumer survey examining how shoppers are using LLMs and how AI search is influencing their behavior. The survey of 1,046 online shoppers across the U.S. and U.K. finds that while AI is becoming a common tool for product discovery, errors in AI-generated recommendations can directly\u00a0impact\u00a0brand trust.\u00a0Nearly six\u00a0in ten shoppers (58%) say they blame the retailer or brand when an AI recommendation\u00a0contains\u00a0incorrect product information<\/strong>, and 16% say they would avoid\u00a0purchasing\u00a0the product entirely after a bad recommendation.\u00a0<\/p>\n\n\n\n

Using AI for shopping is already widespread. According to the report, 70% of respondents have used an AI tool for shopping-related activities in the past three months, and 36% say they regularly use AI to discover new brands or products, with 43% comparing more options as a direct result of using AI. However, the technology is still primarily used during the research stage rather than the transaction itself, with fewer than 15% of shoppers reporting they have completed a purchase directly through an AI tool. <\/p>\n\n\n\n

\u201cAI is making consumer trust a product data problem. As agentic commerce becomes the baseline for  how shoppers research and evaluate products, brands need to think more strategically about how their product information appears across their entire commerce ecosystem,\u201d said Sam Griffin, VP, Strategy and Engagement at Rithum. \u201cAccurate, consistent product data will play a major role in how brands are discovered by AI and trusted by consumers in agentic shopping experiences.\u201d <\/p>\n\n\n\n

Other key findings from the report include: <\/p>\n\n\n\n

AI is helping small brands beat out household names<\/strong> <\/p>\n\n\n\n