Luxe brand websites AI, agents are top sources for product info, say UK shoppers

Who’s providing consumers with the best high-quality product information, luxury brand websites or artificial intelligence (AI) agents? Well both, actually, according to a new report, “signifying how UK shoppers now search for and discover products”.

It appears the two channels are running almost neck and neck (68% for brands, 67% for AI), according product experience (PX) company Akeneo. It cited AI assistants such as Chat GPT and Amazon’s generative AI-powered shopping assistant, Rufus, “for accurate and detailed product information”.

Its findings also “signal a growing shift in shopper expectations with UK consumers demanding detailed content and highlighting how poor product information now comes with significant commercial risk”.

Indeed, 70% of shoppers say they would switch to an alternative product if the information provided was insufficient, and 65% admit they would abandon a purchase entirely.

Also, 68% say they would stop buying from a business altogether if they lost trust following a poor product content experience.

When it comes to product information quality, British shoppers favour high-touch digital environments and AI-powered discovery tools over traditional in-store or social commerce channels. 

Further research from digital presence platform Yext reports 40% of UK consumers now use AI search tools at least once a day “to discover, evaluate and choose the brands they shop with”. 

It noted that, post-Covid and amid falling global demand, “luxury brands have significantly invested in delivering content-rich, immersive digital experiences to drive conversions for high-priced items”.

When asked to rank the quality of product information across various retail channels, luxury retailer websites and AI agents ranked highest, ahead of online marketplaces and mobile apps (52%), rental sales platforms (46%), luxury stores (45%) and general physical retail (43%). Some 40% of respondents said retailer websites provided the best quality product information falling to 38% for social commerce channels. 

Romain Fouache, CEO at Akeneo, said: “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.”