Storyblok's new global survey has found the majority of consumers are not swayed by AI recommendations or celebrity endorsements.

The poll of 1000 consumers takes a revealing look into consumer preferences when making purchases.

According to the survey, 85% of consumers expressed disinterest in using AI to assist them in making purchase decisions. When offered an AI recommendation, 60% stated it wouldn't make them more likely to buy something, while 17% said it would actively deter them from making a purchase.

The survey also highlighted the importance of a brand's website, with 43% of consumers indicating that a brand's website holds more value than its mobile app (34%) or social media accounts (16%). Only 7% considered email as the most valuable marketing channel. This is again 70% of shoppers primarily using a smartphone for online shopping.

Previous research by Storyblok has shown that poor website user experience leads to 60% of consumers abandoning purchases, resulting in e-commerce companies missing out on billions in potential revenue.

The survey also found celebrity or influencer endorsements don't hold much sway over consumers either, with 57% stating such endorsements wouldn't make them more likely to purchase a product. In fact, 24% said it would make them less likely to buy.

Only 5% of consumers are more likely to purchase from new brands over those they trust. A staggering 90% said content produced by brands plays a crucial role in shaping their perception of brands and their products.

Dominik Angerer, CEO and Co-Founder of Storyblok, said it's easy for brands to fall into the trap of chasing the latest trends instead of giving people what they actually want.

"As these survey results show, consumers have authentic content and useful websites on their wish list this holiday season," he said.

Storyblok provides content management system (CMS) solutions.