Klaviyo just launched the 2026 AI Consumer Trends Report, and the data shows shoppers are divided.
AI is reshaping how people discover, evaluate, and buy, but trust, expectations, and tolerance for generic experiences vary wildly depending on who you're talking to.
Here's what stood out: there's no "average" AI consumer anymore. Klaviyo surveyed nearly 8,000 consumers across the US, UK, AU, SG, FR, DE, ES, and IT, and found four distinct AI consumer personas based on how often people use AI and how much they trust it:
- The AI Enthusiast – high AI use, high trust
- The Researcher – low AI use, high trust
- The Skeptic – high AI use, low trust
- The Holdout – low AI use, low trust
Each persona has different expectations for speed, proof, tone, and personalization. And here's the kicker: 41% of consumers have already purchased a product recommended by AI. This isn't experimental anymore. It's part of the conversion path.
What this means for your marketing
If you're using AI to generate content, personalize experiences, or automate workflows, you need to know which persona you're talking to. Generic, obvious, or poorly deployed AI actively erodes trust, especially with the most AI-literate audiences, who notice it first and punish it fastest.
The opportunity: AI should remove friction, not personality. The brands earning trust use AI to support clarity, confidence, and care, and know when not to use it.
How to put these insights to work in Klaviyo
Here are a few ways you can start activating these findings today:
1. Segment by behavior, not assumptions
Use Klaviyo's segmentation to identify high-intent, repeat buyers vs. first-time browsers. Tailor your messaging based on where they are in the journey, not just demographics. For Enthusiasts, lean into speed and convenience. For Researchers, provide proof and detail.
2. Use AI where it adds value and skip it where it doesn't
Features like predictive analytics, send time optimization, and product recommendations are powerful because they're invisible to the customer. They feel like personalization, not automation. But if you're using AI to write subject lines or body copy, make sure it sounds like your brand, not a chatbot.
3. Test tone and proof points by persona
Run A/B tests on email flows or campaigns that vary tone (confident vs. educational) and proof (reviews, data, testimonials). See which resonates with different segments. You might find that your high-value customers respond better to human-written, detail-rich content, while your deal-seekers prefer speed and simplicity.
4. Don't let "AI slop" cost you trust
Nearly a third of consumers say low-quality or generic AI content makes them trust a brand less. If you're using AI to generate campaigns, flows, or product descriptions, always review and edit. Your brand voice should come through clearly. AI is the assistant, not the author.
5. Use the report as a conversation starter
Share relevant insights with your team, your agency, or your leadership. Ask: "Which persona are we designing for?" and "Where are we using AI in ways that might backfire?" This kind of alignment can prevent missteps before they happen.
Where to go next
You can explore the full playbook here to see regional breakdowns, persona deep-dives, and tactical recommendations for each group.
Now I'd love to hear from you:
- Have you noticed differences in how your customers respond to AI-generated vs. human-written content?
- Which of the four personas do you think makes up the majority of your audience and how are you tailoring your approach to them?
