Almost three quarters (73%) of shoppers are less likely to buy from brands with inconsistent messaging across their digital channels, says new research from CMS platform, Storyblok.

Consistency is key

The research of UK shoppers found that 87% want consistent experiences wherever they encounter brands online, whether that’s on a website, social platforms, marketplaces or within AI-search.

However, as brands show up in a widening array of digital channels and AI delivers new product information and brand messaging touchpoints, consistency becomes harder to manage.

Mixed messaging also affects confidence with 80% stating that inconsistencies reduce trust or raise doubts, while nearly half (48%) said they feel less confident in the product or service when messaging does not match across channels.

Mixed messages drive purchasing hesitation

“Consumers notice when something does not line up across digital channels,” said Dominik Angerer, CEO & Co-Founder of Storyblok. “Differences in product information, tone or messaging introduce doubt at the point people are deciding whether to buy.”

“As brands publish across more channels and AI search becomes part of how people research products, maintaining consistency becomes more complex.”

“If the underlying information is not the same across systems, those differences become visible to customers. That moment of hesitation can push people to double-check details elsewhere or consider alternative brands,” Angerer added.

Separate Storyblok research of 200 brands found that most organisations expect AI to play a larger role in how digital content is created and managed. Yet, only 23% have implemented Generative Engine Optimisation (GEO) strategies to ensure content performs accurately in AI search environments.