B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
95%
95% -- share taking additional verification steps for AI-assisted shoppers (2025)
95% of participants in the IAB and Talk Shoppe study confirmed taking additional steps to verify information before completing their session.
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
95%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
IAB and Talk Shoppe
Primary
Tier B
https://digitalmarketingdesk.co.uk/shoppers-distrust-ai/ ↗
Source Article
Shoppers Distrust AI
A new study from the IAB and Talk Shoppe has revealed that while Artificial Intelligence (AI) is transforming how consumers discover and compare products, it is still far from being the final stop in their shopping journey. The research shows that shoppers are happy to use AI tools for recommendatio…
Original Research
IAB and Talk Shoppe
· Original study ↗
Methodology
IAB and Talk Shoppe study
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
AI-assisted shoppers: 95% share taking additional verification steps. Source: IAB and Talk Shoppe (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ai-shopping-verify-info-95
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<blockquote cite="https://lighthousedata.io/data/ai-shopping-verify-info-95" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- share taking additional verification steps for AI-assisted shoppers<br><small>Source: IAB and Talk Shoppe (2025) · <a href="https://lighthousedata.io/data/ai-shopping-verify-info-95" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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