Why AI Search Is Changing What Makes a Product ‘The Best’

AI recommendations are gaining influence

According to Salsify’s “2026 Consumer Research” report, 22% of shoppers bought a product in the past year because an AI search tool or shopping assistant recommended it, up five points from 2025. The company says 19% of shoppers globally discover new products and brands through tools such as ChatGPT and Gemini, rising to one in four in the U.S.

AI is also becoming a research channel. Some 22% of shoppers use AI search tools for product research, ahead of product review websites at 19% and online forums such as Reddit at 14%. Salsify’s “Ecommerce Pulse Report: Q4 2025” found that 64% of shoppers have used AI shopping tools to discover or research products at some point.

Younger shoppers are driving much of this activity. Salsify says 32% of millennials and 31% of Gen Zers have bought something on an AI recommendation, compared with 3% of baby boomers. However, regular trust remains limited: 14% of shoppers trust AI shopping tools and use them regularly, while 27% trust them for some purchases but verify the results elsewhere.

What AI uses to decide which products are best

Salsify describes generative engine optimization, or GEO, as the work of making products more likely to appear in AI answers. Its analysis says AI recommendations typically rely on three areas: deep product data, customer sentiment and reviews, and verified attributes.

Detailed product descriptions and specifications are the strongest trust factor identified by shoppers, at 31%. Reviews and ratings follow at 25%. Product information must also explain who an item is for and why it suits a particular situation, rather than simply claiming that it is the best option.

Shoppers associate quality and value with attributes that can be verified. These include durability and longevity, cited by 54%; transparent ingredient or material lists, at 39%; product origin, at 36%; and certifications such as organic, cruelty-free or fair trade, at 31%.

Reviews can also challenge a brand’s claims. Salsify says 42% of shoppers have abandoned a purchase because of no, low or negative reviews. When product-page claims conflict with customer feedback, the company says AI will favor the customer consensus.

Why consistent product content matters

AI systems do not rely only on a brand’s product page. They can examine retailer listings, reviews, forums and third-party write-ups to determine whether the same product story appears across multiple sources. Shoppers often perform a similar check: 30% review four to six channels before a big-ticket purchase, while 11% review seven to 10. In the U.S., 56% check four or more channels.

Inconsistent information can therefore affect both machine recommendations and consumer confidence. Salsify reports that 38% of shoppers have abandoned a purchase because product information differed across websites, rising to 45% among Gen Z shoppers. Another 34% have left because product titles or descriptions were incomplete or poorly written, and 45% have returned an online purchase because the product content was wrong.

Salsify recommends that brands choose one or two product strengths to own, maintain a central source for copy and specifications, compare brand claims with reviews, and test shopper questions in ChatGPT or Gemini. The company says structured, enriched content can help AI identify relevant facts while also giving shoppers context for a purchase. Brand recognition remains a major trust factor at 27%, so GEO supports rather than replaces brand building.