The vast majority (85%) of consumers aren’t interested in using Artificial Intelligence (AI) to help them decide on purchases, according to a new survey from content management system (CMS) category leader, Storyblok. If offered an AI recommendation, 60% said it wouldn’t make them more likely to buy something, while 17% said it would make them less likely to make a purchase.

More than two in five (43%) said a brand’s website is more valuable than its mobile app (34%) or social media accounts (16%). Only 7% said email is the most valuable marketing channel.

Seven in 10 (70%) shoppers primarily use a smartphone for online shopping, highlighting the need for brands to offer mobile-optimised web experiences instead of simply relying on apps. Further, 60% of consumers abandon purchases due to poor website user experience and businesses know they need to do better with close to half (48%) embarrassed by their websites.

Brands may be better off spending their marketing budgets on campaigns that don’t involve influencers with well over half (57%) of consumers saying a celebrity or influencer endorsement wouldn’t make them more likely to purchase a product, with 24% saying it would make them less likely to buy.

Only 5% of consumers said they’re more likely to purchase new brands instead of brands they trust. At the same time, 90% said content produced by brands is important in shaping their perception of brands and their products. Prioritising the creation of modern content experiences helps brands build trust that turns consumers into customers.

Storyblok CEO and co-founder, Dominik Angerer said, “It’s easy for brands to fall into the trap of chasing the latest trends instead of giving people what they actually want. As these survey results show, consumers have authentic content and useful websites on their wish list this holiday season.”