Syndicated research grounded in thousands of fresh interviews every month.
3 live programs: Affordability, AI Adoption and Health Perceptions
EditorialAI in Everyday Life: Trust & Shopping Decisions
Where consumers trust AI, where they insist on their own research, and how AI moves from discovery to comparison in the path to purchase.
- Audience
- Adults 18–65 who used an AI product in the past month
- Cadence
- Fortnightly
- Interview length
- 20 min
- Interviews / wave
- ~360
- Markets
- 6 markets
Fresh from the field
Latest: Wave 6 · Jul 24–Aug 5, 2026. Every wave is comparable to the last, and subscribers see new waves first.
Example corpus question
“When do shoppers trust AI, and when do they insist on their own research?”
Key insights
One insight per wave is free to read. The rest ship with the subscription.
Shoppers want shopping AI to advise, not choose
Appetite for AI purchase autonomy is falling six waves straight: shoppers keep the final buy for themselves.
Retail shoppers are less likely to want brand AI
24%say AI weakened their perception of a brand
Beauty shoppers ask AI about ingredients
Skincare and supplements are surfacing in AI shopping stories, with shoppers interrogating ingredients before accepting a suggested swap.
Older shoppers turn to AI for travel and phone choices
The 56-81 cohort is the one group where AI shopping use is surging, concentrated in travel and smartphone comparisons.
Reports
The current wave, plus topical cuts and market deep-dives. Every report ships with the subscription as it lands.
EditorialAI Adoption · Wave 6 · Aug 2026
AI the Adjudicator
EditorialAI Adoption · Aug 2026
The Silver AI Shopper (56-81)
EditorialAI + Health · Waves 1–7 · Aug 2026
The Trust Paradox: Fearing AI, Obeying ChatGPT
From the interviews
Real participants, real stories: clips playing in place.
Radical sample transparency
Who we actually talk to, published every wave. No black boxes: the sample design is public before you spend a dollar.
2,160
interviews to date
360
interviews per wave
6
waves completed
May 2026
in field since
Age distribution, % of sample
- 18–24
- 22%
- 25–34
- 30%
- 35–44
- 22%
- 45–54
- 14%
- 55–64
- 8%
- 65+
- 4%
Market distribution, % of sample
- US
- 25%
- UK
- 20%
- DE
- 18%
- FR
- 15%
- NL
- 12%
- BE
- 10%
Published quotas
- ~360 completed interviews per wave · minimum 40 per market
- Min. 40% paying users of ≥1 AI product
- Occupation spread enforced (no >30% tech workers)
The standing layer under everything you run.
Sample the live insights, follow the trendlines, and see exactly who's in the sample. Then subscribe to the programs your category can't afford to guess about.