According to a McKinsey report, less than 40% of consumers trust AI for buying advice. Even Gen Z, who grew up with tech, are skeptical of both AI and traditional sources like friends or family. Instead, they’re pulling info from everywhere; reviews, algorithms, influencers; but trusting nothing fully. Brands are scrambling: their own websites barely show up in AI outputs, so now they’re optimizing for ‘generative engine’ searches. The new shopper? Resourceful. Not just price-conscious, but obsessed with durability, resale value, and repairability. If you’re selling something, value must be built-in from day one; not added later with discounts. The bottom line? AI helps you shop smarter, but won’t earn your trust until it proves it understands your real needs; not just your clicks.