UK shoppers turn to luxury sites & AI for trusted product info

UK consumers have identified luxury brand websites and AI assistants as the top sources for high-quality product information, according to new research.

The study, conducted by Akeneo, found that 68% of UK shoppers believe luxury retailer websites provide the best product information. AI agents, including virtual assistants like Chat GPT and Amazon's generative AI shopping helper Rufus, are rated nearly as highly, with 67% of shoppers trusting them for accurate and detailed product data.

The emergence of AI as a favoured information channel demonstrates a significant shift in how British consumers search for and validate products during the purchase process. The findings underline a growing expectation among shoppers for comprehensive, reliable content, and point to the commercial risks associated with inadequate product information.

Switching behaviour

The research highlighted that poor product information can lead to tangible losses for businesses. Seven in ten shoppers (70%) stated they would switch to an alternative product if the information provided was insufficient. In addition, 65% confessed they would abandon a purchase entirely under those circumstances. Notably, 68% said they would stop buying from a business if they lost trust following a poor product information experience.

This customer sentiment suggests that accuracy and detail in product content are not just valued, but can directly affect brand loyalty and revenue.

Channel preferences

British consumers now favour digital environments backed by AI-powered tools over more traditional channels, such as physical retail or social commerce, when it comes to sourcing product information. The Akeneo research found that when ranking product information quality across retail channels, luxury brand websites and AI assistants scored the highest. These were followed by online marketplaces and mobile apps (52%), rental sales platforms (46%), luxury stores (45%), and general physical retail at 43%.

Retailer websites were rated as providing the best quality information by 40% of respondents, with social commerce channels cited by 38%.

Corroborating this digital shift, separate research from Yext reported that 40% of UK consumers are now using AI search tools at least once each day to discover, evaluate, and select the brands they ultimately shop with.

Luxury brands' response

The research suggests luxury brands have responded to increased online demand, and post-pandemic buying behaviours, by investing in content-rich digital experiences. This focus is intended to drive conversions on high-value purchases and ensure detailed product information is readily available for discerning shoppers.

AI's impact on shopping behaviour

"AI is fundamentally transforming the way consumers discover and shop for products. Instead of relying solely on search engines or traditional channels, shoppers are increasingly turning to intelligent agents and virtual assistants to guide their decisions. This shift presents a major opportunity - and a challenge - for brands, manufacturers, distributors and retailers. If your product information isn't accurate, structured, enriched, and optimised for AI, you simply won't be found," commented Romain Fouache, CEO at Akeneo.

Fouache's comments reflect the necessity for brands to provide content that is not only accurate but also tailored for consumption by AI-driven tools. As AI plays a greater role in product discovery, the quality and structuring of product information could affect whether products are easily found by consumers using these new technologies.

Akeneo has developed an AI Discovery Optimisation feature, enabling brands to understand how their product content is interpreted by AI shopping assistants. The aim is to allow brands to adjust their product data for better visibility and impact within AI-driven environments.

"High-quality product data is no longer just about driving conversions; it's the key to being discoverable in an AI-first world. UK brands and retailers need to stay ahead of this evolution by using tools that ensure their products are not only visible but trusted and preferred, wherever discovery happens," noted Fouache.

Survey methodology

The findings are based on a survey conducted in April 2025 by Akeneo and 3 Gem Research and Insights, including responses from 250 UK consumers and a total of 1,800 shoppers across eight countries.