#USA #Seattle #affiliate marketing #Levanta #Product Discovery

Human Trust at the Core of Product Discovery in the AI Era

In an era increasingly dominated by technology and artificial intelligence, consumers are still turning to human voices to navigate their purchasing decisions. A recent study by Levanta, a premier affiliate marketing platform for brands and creators, illustrates the enduring importance of trust and personal recommendations in product discovery.

The findings, published in the report titled Affiliate Marketing After AI: How AI and Creator Content Are Reshaping Product Discovery, outline that while AI has changed how consumers engage with products, it has not replaced the human element in this dynamic. Instead, AI serves to enhance the visibility and impact of human recommendations, underscoring their relevance in modern commerce.

In a survey involving 1,000 online shoppers in the U.S. who utilize AI tools for product research, a striking statistic emerged: less than 10% of respondents clicked on links recommended solely by AI. In contrast, an overwhelming majority—87%—reported discovering products through the trusted insights shared by creators, bloggers, and community members. This data highlights a crucial aspect of consumer behavior; people prefer recommendations from other people over algorithm-generated suggestions.

Ian Brodie, CEO of Levanta, noted, "People trust people — that's never changed. High-authority creators and affiliates earn their audiences through trusted content. Now, that same credibility fuels AI-generated outputs and shapes how large language models surface brands." This statement encapsulates the essence of the study, reaffirming that the human element remains a powerful influence, even as AI technology evolves.

The study also analyzed the preferences of consumers when engaging with product content. It found that short-form video content, such as those on TikTok, was incredibly influential, with over 53.2% of respondents indicating they engage with such formats. Meanwhile, YouTube reviews were a close second, capturing the interest of 35.7% of consumers.

Beyond these evolving preferences, the study stresses the role of authentic blogs and forums, which not only drive measurable conversions but also provide a crucial layer of credible information that AI systems rely on. These platforms are instrumental in forming a collective understanding of product offerings that AI tools can use to inform upcoming recommendations.

Levanta’s report illustrates that while consumers are exploring options on platforms enhanced by AI, such as ChatGPT and Google’s AI, they still lean heavily on the trustworthy content created by individuals. This suggests that traditional methods of engagement via community-driven platforms haven’t lost their importance amid an influx of AI technology.

As the landscape of affiliate marketing continues to shift, Levanta’s insights reveal that the significance of personal trust and recommendations is entrenched in the shopping habits of modern consumers, making it clear that the human touch remains indispensable in the digital age.

In conclusion, Levanta’s research underlines the importance of marketers investing in genuine creations by influencers and affiliates. By fostering relationships built on trust, brands can amplify their visibility and reliability in the eyes of consumers, ensuring their relevance in an increasingly competitive market. For further insights, readers are encouraged to access Levanta’s full report, Affiliate Marketing After AI: How AI and Creator Content Are Reshaping Product Discovery.