Everyone is obsessed with the idea of an AI-driven sales funnel. The only problem? It's not working.
A new 2025 consumer report from Levanta just dropped, and it's a bombshell for anyone in CPG.
While 100% of the consumers in their study are using AI for product research, less than 10% (9.6%) actually click an AI-recommended link.
So, if they're not clicking on the AI, where are they going?
They're going to find a human.
After using AI to get a list of options, here's what shoppers actually do next:
27% immediately go search on a marketplace (like Amazon).
25.4% go to a search engine (to find reviews).
16.6% specifically look for a "real person review".
AI is the research assistant, not the salesperson. Consumers are using it to filter the noise, then immediately seeking human validation before they buy.
If you want to see the full dataset behind this…
We Still Trust People More Than Algorithms
The data is clear: trust is still built by humans. When asked who they really trust for product recommendations, the hierarchy is obvious:
Marketplace Reviews: 93.3% trust
Review Sites: 90.9% trust
YouTube Reviewers: 85.9% trust
AI Assistants: 81.5% trust
And what kind of "human validation" are they looking for? Video.
Short-form videos (53.2%) and YouTube Reviews (35.7%) are the two dominant formats consumers prefer for product content.
The "Transparency Myth" is Busted
Here’s the real gold for operators.
We're all terrified that putting "#ad" or "affiliate link" on a post kills conversion. The data proves this is a complete myth.
When consumers see an affiliate disclosure:
29.5% said they "trust them MORE".
48.6% said it "doesn't make a difference".
That's a 78.1% green light from your customers to be transparent. Honesty doesn't hurt trust; it reinforces it.
Trust = Speed
And here's why that trust is the only metric that matters:
62.3% of consumers purchase within 24 hours of discovering a product through trusted content.
When a trusted creator eliminates hesitation, the path from discovery to conversion becomes instant.
The New Funnel: The AI-Affiliate Flywheel
This report confirms the new customer journey. It's a 3-step ecosystem:
AI (Research): "What are the best non-toxic air fryers?"
CREATORS (Trust): "Let me find a YouTube review of that top-rated one."
MARKETPLACE (Conversion): "I'll buy it on Amazon for the fast/free shipping."
AI isn't replacing your affiliate program; it's making it more critical than ever.
The AI is literally being trained on the authentic, human content from your best affiliates. That content builds the trust that drives the sale today, and it also surfaces your product in the AI-driven research of tomorrow. That's the new flywheel.
This is just a fraction of the data. I've partnered with Levanta to get you the full 12-page report. It's a must-read if you're building a brand right now.
You can download the full AI Consumer Insights report here.