New research by MTM and Google reveals how trust influences shopping in the age of agentic AI
New research by MTM and Google reveals how trust influences shopping in the age of agentic AI
New research from MTM and Google reveals how trust is shaping shopping decisions as AI becomes a bigger part of the path to purchase.
MTM’s study, conducted among 3,600 Australian consumers aged 18–65, explores how AI-powered search and agentic tools are changing the way people discover, evaluate and choose brands. While AI can help consumers make decisions more quickly, the research shows that its ability to do so depends heavily on whether people trust the platform they are using.
MTM and Google describe this threshold as the “Trust Line”: the level of confidence a consumer needs to reach before they are willing to act. When shoppers encounter AI on platforms they do not trust, they are more likely to seek additional information elsewhere. Trusted environments, by contrast, can shorten this verification process and help consumers move more confidently from discovery to decision.
The findings also highlight the value that platform trust can transfer to brands. 73% of Australian consumers surveyed agreed that brands appearing on Google are more trustworthy, while two in three said Google gives them the confidence to purchase without carrying out further research.
“When AI is anchored in an environment the shopper already relies on... scepticism begins to disappear,” explains James Bryson, managing partner at MTM. “Brands that show up on trusted platforms can bypass the verification loop entirely, turning browsers into buyers faster.”
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