Luxury brand websites and AI agents rated as top sources for product information by UK Shoppers, according to Akeneo research

UK consumers have identified luxury brand websites and AI agents as the channels providing the best high-quality product information according to new research from Akeneo, the Product Experience (PX) company and leading provider of Product Information Management (PIM) solutions.

68% of UK shoppers say luxury retailers provide the best product information, while nearly the same number (67%) rate AI assistants, such as Chat GPT and Amazon’s generative AI-powered shopping assistant, Rufus, for accurate and detailed product information - highlighting the rapid impact AI has had on how UK shoppers search for and discover products.

Akeneo’s findings signal a growing shift in shopper expectations with UK consumers demanding detailed content and highlighting how poor product information now comes with significant commercial risk. Seven in ten shoppers (70%) say they would switch to an alternative product if the information provided was insufficient, and 65% admit they would abandon a purchase entirely. 68% say they would stop buying from a business altogether if they lost trust following a poor product content experience.

When it comes to product information quality, British shoppers favour high-touch digital environments and AI-powered discovery tools over traditional in-store or social commerce channels.

Research from Yext reports 40% of UK consumers now use AI search tools at least once a day to discover, evaluate and choose the brands they shop with.  Post-Covid and amid falling global demand, luxury brands have significantly invested in delivering content-rich, immersive digital experiences to drive conversions for high-priced items.

When asked to rank the quality of product information across various retail channels, luxury retailer websites and AI agents ranked highest, ahead of online marketplaces and mobile apps (52%), rental sales platforms (46%), luxury stores (45%) and general physical retail (43%).  40% of respondents said retailer websites provided the best quality product information falling to 38% for social commerce channels.

"AI is fundamentally transforming the way consumers discover and shop for products. Instead of relying solely on search engines or traditional channels, shoppers are increasingly turning to intelligent agents and virtual assistants to guide their decisions. This shift presents a major opportunity — and a challenge — for brands, manufacturers, distributors and retailers. If your product information isn’t accurate, structured, enriched, and optimised for AI, you simply won’t be found,” commented Romain Fouache, CEO at Akeneo.

As AI reshapes how shoppers discover and engage with products, delivering structured, enriched, and channel-consistent content has become essential to winning and retaining customer trust. Akeneo’s new AI Discovery Optimisation feature helps brands understand how their product content is interpreted by AI shopping assistants, allowing them to fine-tune product data for greater visibility and impact in AI-driven environments.

“High-quality product data is no longer just about driving conversions; it’s the key to being discoverable in an AI-first world. UK brands and retailers need to stay ahead of this evolution by using tools that ensure their products are not only visible but trusted and preferred, wherever discovery happens," noted Fouache.

To explore the foundational roles data and AI play in delivering the right product content, recommendations and messaging to drive brand loyalty and conversions, download Akeneo’s new consumer research report: The Evolution of the Modern Shopper.