A survey run by an independent research institute in May-June 2026, covering 3,000 Indonesian consumers aged 18-28, produced a finding that surprised a lot of marketing practitioners: 73% of respondents said they trust an AI engine's recommendation more than paid advertising when making a purchase decision.
Why does Gen Z trust AI?
The main reasons respondents gave: AI is perceived to have no financial stake in promoting a specific product (64% of respondents), AI gives a more objective comparison than ads (58%), and AI can be asked about a product's weaknesses, something an ad would never do (71%). This perception may not always be accurate, but it is what consumers believe.
A shifting purchase pattern
Even more surprising: 41% of respondents said they had bought a product recommended by AI without doing any additional research. That shows an extremely high conversion rate from AI recommendations compared to other marketing channels. Compare that to trust in influencer marketing, which keeps declining in the same age group.
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This finding changes how we should think about the purchase funnel. If Gen Z asks AI directly and buys straight off its recommendation, then "winning AI" becomes just as important as winning awareness and consideration in traditional channels. A brand recommended by AI for a given category effectively skips many funnel stages that would normally cost a lot of money.
A trend that will keep strengthening
A generation that grows up with AI as a personal assistant will rely on AI for consumption decisions more and more. A kid who is 15 today, used to asking AI about everything, will be a consumer with real purchasing power in 5 to 10 years. Brands that start building AI visibility today are investing in tomorrow's market.