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# IAB study: young shoppers want AI to cite creators, but it rarely sways purchases
- URL: https://www.medianexis.com/iab-study-young-shoppers-want-ai-to-cite-creators-but-it-rarely-sways-purchases/
- Published: 2026-09-19T13:54:33.000Z
- Updated: 2026-09-19T13:54:33.000Z
- Description: IAB’s Creator Signal survey of 2,200 AI shoppers found 65% of Gen Z and millennials prefer chatbot recommendations that cite creators, while just 29% said creator citations actually increased their likelihood to buy.
- Author: The Signals Desk
- Tags: Creators, Sara Karlovitch, Creator infrastructure holding back CFO buy-in

**Why it matters.** Brands betting creator content drives AI-assisted purchases must weigh that preference against subject-matter experts and retail data, which rank higher for actually influencing sales.

*Signal from* [*marketingdive.com*](https://marketingdive.com/?ref=medianexis.com) *·* [*Sara Karlovitch*](https://www.medianexis.com/tag/by-sara-karlovitch/) *·* [*read the original*](https://www.marketingdive.com/news/creator-content-preferred-in-ai-recommendations-heres-what-the-numbers-sa/830523/?ref=medianexis.com)*.*