Canadian consumers are increasingly using artificial intelligence to research products, but authentic customer reviews continue to influence their purchasing decisions, according to new research from consumer advocacy platform Butterly. The findings have implications for retailers managing online reviews, brand reputation and checkout policies as AI becomes another source of product information.
Butterly’s Everyday Buying Trust 2026 survey found that 49.6% of respondents said AI complements or replaces some of their previous product research. Another 44.4% said they would use an AI-generated summary of customer reviews as a starting point before continuing their research or consulting original reviews.
The research, released October 6, draws on responses from 2,220 members of Butterly’s volunteer consumer advocate community. It examines how shoppers evaluate unfamiliar brands, identify trustworthy reviews and decide whether to complete purchases.
AI Enters the Product Research Process
Butterly found that 60% of respondents had used AI for at least one product-research activity, including 37.4% who used it to compare products, features or prices. These figures measure different activities, and using AI for research does not necessarily mean accepting its recommendations or allowing it to complete a purchase.
Ali de Bold, founder and CEO of Butterly, said AI helps consumers narrow their choices while customer experiences remain important when assessing whether products will meet expectations. “AI has fundamentally changed how Canadians shop, but not what they trust, which is still the real human voice,” de Bold told Retail Insider in an October 30 written interview.
She described shoppers using AI to compare hair conditioners by ingredients, price and suitability for different hair types, then reading customer reviews to learn how the products performed. Retailers consequently need accurate product descriptions and accessible feedback that consumers can evaluate for themselves.
A March 2026 study from the Retail Council of Canada and Caddle provides additional context. It found that 28% of surveyed shoppers had used AI to help decide what to buy in the preceding six months, while 78% considered reviews vital and 94% wanted verified reviews integrated into AI tools. The studies are not directly comparable.
Authenticity Becomes a Competitive Consideration
Reviews featured prominently when Butterly asked respondents to describe occasions when research or advice changed their purchasing plans. Among the 1,244 people who answered the open-ended question, 39.5% spontaneously mentioned reviews.
The survey also examined signs that make feedback appear suspicious. Similar wording across multiple reviews was flagged by 55.9% of respondents, while 35.9% identified almost uniformly five-star ratings and 34.7% pointed to overly polished or promotional language. Another 25.8% identified suspected AI-generated writing.
The consequences may extend to sales decisions. Butterly found that 27.6% of respondents said reviews appearing fake or manipulated would make them abandon a purchase they had been prepared to complete.
“Fake reviews hurt more than honest criticism of a product that needs some improvement,” de Bold said. She recommends collecting genuine feedback without pressuring customers to leave favourable ratings. Specific comments about performance, sizing, durability and service can help prospective buyers assess merchandise while giving retailers information about recurring problems.
One negative review does not necessarily prevent a sale. Only 2.8% of respondents said a single credible negative review would stop them from purchasing; others said they would examine its detail, recency and whether similar complaints appeared elsewhere.
Recent Reviews Can Help Lesser-Known Brands Compete
Strong customer feedback may help unfamiliar brands attract shoppers who would otherwise favour established names. In Butterly’s hypothetical comparison, 48.7% selected an unfamiliar brand with excellent reviews, while 20% preferred a familiar brand with average reviews. Another 31.3% wanted more information before deciding.
“Your history may earn consideration and even a spot on the shortlist, but today’s real customer experience earns the sale,” de Bold told Retail Insider. For emerging Canadian brands, reviews can provide evidence of product quality without the advertising budgets of larger competitors. Established retailers face a different challenge: ensuring current customer experiences continue to support reputations developed over many years.
Unfamiliarity nevertheless creates additional scrutiny. Butterly found that 30.4% of respondents said encountering a brand they had never heard of made them spend more time researching, increasing the value of detailed product information and recent customer feedback.
Trust Extends to Shipping and Returns
Confidence in a product can deteriorate at checkout. Butterly found that 80.8% of respondents identified unexpected shipping charges or fees as a potential reason to abandon a purchase, while 36.6% cited difficult or restrictive return policies.
“A shopper can feel confident about the product and still lose confidence in the purchase when an unexpected fee appears, or the return conditions make a mistake expensive,” de Bold said. She believes shipping and return policies should be discussed alongside review management and brand marketing. Retailers must balance clear terms and customer convenience with delivery expenses, return-processing costs and profitability.
The Canadian Internet Registration Authority’s 2026 Canadian Internet Trends report found that 62% of surveyed online shoppers considered cost or savings important, while 54% identified shipping costs. Those findings reinforce the continued importance of price alongside reviews and product information.
Butterly’s checkout figures describe circumstances respondents said could cause them to abandon purchases. They are not observed cart-abandonment rates.
Survey Reflects an Engaged Consumer Community
Butterly conducted its English-language survey between August 25 and September 8, 2026, collecting 2,220 completed responses from its volunteer advocate community. All participants answered the closed-ended questions, while 1,244 also completed longer open-ended questions.
De Bold acknowledged that participants were engaged consumers with computer access who were comfortable responding in English. Their answers reflect self-reported experiences and preferences, and the sample has not been demonstrated to represent Canadian shoppers nationally.
Butterly provides consumer advocacy, product-testing and user-generated-content services to brands. De Bold co-founded ChickAdvisor in 2006, and the company’s commercial involvement in customer reviews is relevant when interpreting research examining their influence.
What Retailers Can Take From the Research
The findings connect retail functions often managed separately, including digital merchandising, customer feedback, brand management, fulfillment and returns. Reviews can influence decisions before customers visit a store or reach an online checkout, while unclear transaction terms can introduce uncertainty after shoppers have selected merchandise.
The research also arrives ahead of the holiday shopping season. The Retail Council of Canada’s 2026 survey with Leger found that 80% of respondents considered ratings and reviews important when selecting holiday purchases, while 31% expected to use AI for some part of their shopping.
For established retailers, regularly collecting and responding to feedback can help demonstrate that longstanding reputations remain deserved. Emerging brands can use credible reviews and detailed product information to address the additional questions consumers have when considering unfamiliar merchandise.
De Bold advises businesses to seek honest customer experiences and address recurring complaints, including criticism that identifies weaknesses in products or service. As shoppers encounter product information through AI tools, search engines and retailer websites, maintaining accurate descriptions and accessible reviews remains a practical responsibility for retailers competing for their business.
