Price is the top factor influencing AI-assisted shopping, however brand awareness and validation still play a key role in customers’ purchasing decisions, new research from payments consultancy, PSE Consulting, suggests.

Its study of 4,250 consumers showed that a third (32%) cite price as their primary decision driver when choosing between recommendations made by AI – more than double who simply follow an agent’s top recommendations (14%).

This suggests that, currently, consumers are using AI as a price comparison tool, rather than fully delegating purchasing decisions to algorithms.

Brand recognition still plays a key part in shoppers’ AI buying journeys, with 89% saying that recognising the brand is important when acting on AI recommendation and search returns.

“Consumers are using agents to find the best online deals, but once the shortlist is in front of them, the same signals that have always driven purchasing decisions take over,” said Chris Jones, MD at PSE Consulting.

92% agreed that customer reviews still matter when deciding between AI-generated options. Meanwhile, 68% would consider an AI recommendation for a new brand – but only after checking reviews and ratings first – showing validation outside of AI is still an engrained behaviour.

“AI is enhancing decision-making, not replacing it,” Jones continued, adding that while shoppers will “delegate discovery” to AI, “trust remains critical… if the brand is not recognised and there are no reviews to validate it, the AI recommendation does not close the sale.”