Poles Prefer AI Over Influencers: A Shopping Revolution is Coming

Polish consumers are increasingly turning to artificial intelligence for shopping recommendations, viewing it as a more trustworthy source than social media influencers. While traditional search engines remain the primary information source for 67% of shoppers, AI's presence is rapidly growing.

A study by ARC Rynek i Opinia reveals that 26% of consumers now use AI summaries in their search results, and 20% utilize AI assistants or chatbots. This marks a significant shift, with AI tools beginning to compete with social media, which influences purchasing decisions for a slightly larger share of consumers (28%).

Experts note that AI's appeal spans across all age groups, unlike social media, whose influence diminishes with age. This broad adoption potential suggests AI could become a ubiquitous shopping tool. Notably, AI is consistently rated as more reliable for recommendations than influencers, a sentiment particularly strong among the youngest consumers who are also heavy users of both social media and AI.

This growing trust in AI comes amid increased scrutiny of influencers, with Polish authorities imposing fines for undisclosed advertising. The perceived impartiality of AI, despite its occasional errors, positions it favorably against influencers facing regulatory action. Currently, 37% of consumers report using AI for shopping, a nearly 50% increase from the previous year, with most reporting positive experiences.

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In the role of a shopping knowledge source, AI tools are increasingly competing with social media and influencers. Although social media still accompanies Poles' purchasing decisions more often, the distance separating them from artificial intelligence is already small.