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Insight of the Day: Which Product Recommendation Sources Do Consumers Trust the Most?

Key points from the article:

1. Most Trusted Recommendation Sources: Friends and family are the most trusted source of product recommendations, with 89% of consumers trusting them either strongly (32%) or somewhat (58%).

2. Other Trusted Sources: Expert reviewers and sales associates in stores are also highly trusted, with roughly three-quarters (74%) and almost two-thirds (65%) of consumers, respectively, agreeing to some extent that they trust recommendations from these sources.

3. Trust in AI Tools: About half (51%) of consumers trust product recommendations from a specific store or website's AI tools based on their purchase history. However, trust in general AI applications, such as ChatGPT and Bard, is lower, with only 38% of consumers agreeing to trust recommendations from these sources.

4. Use of AI for Personalized Recommendations: Personalized recommendations are not highly sought after by consumers, as only about 22% of respondents reported using generative AI products or services to receive personalized recommendations.

5. Desired AI Use Cases: Consumers are more interested in AI tools recommending lower-priced substitute products to save money (56%) and explaining the difference between products (54%) than in personalized recommendations based on their purchase history.

6. Survey Methodology: The results are based on a survey of 1,120 US adults aged 18 and older conducted in March.

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