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SEPTEMBER 1, 2026 |
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Key stat: AI assistants rank last among trusted sources for shopping recommendations, named by just 23% of US shoppers, according to an April survey from Profitero. Family and friends and professionals like doctors rank the highest. |
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Beyond the chart: |
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Meanwhile, someone ends up cleaning up the difference. Nearly 9 in 10 physicians, 89%, say they have had to
correct false or misleading information about supplements that patients found online, per a Tebra survey, and about 75% report patients choose supplements on their own or from online sources rather than with professional guidance. |
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Use this chart: Drop this next to your AI commerce road map to separate adoption from credibility. Show it to teams treating AI assistant answers as endorsements. Use the 67/23 gap to argue that human and expert proof still carries the recommendation, even when the query starts in a chatbot. |
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EMARKETER SUMMIT |
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September 15 at City Winery NYC for The Future of Digital. Hear new EMARKETER research, a deep dive on AI visibility, and exclusive insights from analysts Stephanie Paterik, Sky Canaves, Nate Elliott, Blake Droesch, and more. Register before prices go up. Qualified registrants can apply to attend free. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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