IAB study: young shoppers want AI to cite creators, but it rarely sways purchases

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.

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 · Sara Karlovitch · read the original.

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