New Delhi, Aug. 30 -- Consumers do not trust artificial intelligence (AI) advice, as the trust level for generative AI drops below 40 per cent but they turn to it anyway, according to research discussed on The McKinsey Podcast.

The research highlighted a growing contradiction in consumer behavior, where shoppers increasingly use digital platforms and algorithms for product discovery and purchase evaluation despite harboring strong skepticism toward them.

"We found significant skepticism around algorithm-driven channels like social media, and in particular generative AI, where the trust level is below 40 per cent," Danielle Bozarth, global leader of McKinsey's Retail and Consumer Packaged Goods Practices said in an episode of The McKinse...