The Smartson Consumer Report 2025 has sparked widespread interest across Sweden’s leading business and retail media. Outlets such as Dagens Industri, Market, Ehandel, and IT Retail have all highlighted insights from the report - particularly how AI meets human trust in the future of consumer behaviour.
Here are some of their key takeaways.
Dagens Industri: “Consumers’ trust in people beats algorithms”
In Dagens Industri, Sweden’s leading business newspaper, journalist Henrik Ek writes about the growing intersection of AI and consumer behaviour. The article highlights how, despite the rapid adoption of AI in commerce, human trust remains stronger than trust in algorithms when consumers make purchase decisions.
“Consumers’ trust in people beats algorithms,” Dagens Industri writes, noting that Smartson’s findings underline how emotional and social validation continue to influence buying behaviour more than automated recommendations do.
The piece positions Smartson as a key voice in the evolving discussion around AI, authenticity, and sustainable decision-making in the digital marketplace.
👉 Read the full article in Dagens Industri
Market: “Consumers still love doing research”
Retail trade magazine Market emphasises one of the report’s strongest findings: that 93% of consumers still research products before making a purchase.
Even as AI-driven recommendations and tools gain traction, Market notes that shoppers continue to rely on reviews, test experiences, and peer recommendations to validate their choices.
“Consumers continue to love research,” writes Market, explaining that Smartson’s study shows how the human desire to explore, compare, and understand remains central in an increasingly automated retail landscape.
Ehandel: “AI grows fast - but human confirmation wins”
In Ehandel, the focus lies on the relationship between technological innovation and emotional assurance. The publication points out that while AI tools are being rapidly integrated into e-commerce, consumers still crave human confirmation and authenticity.
“AI is growing fast, but human confirmation wins,” Ehandel writes, summarising Smartson’s key insight: that consumers want technology to assist, not replace, the human element of trust and credibility.
The article also highlights that Nordic consumers are leading early adoption of AI, yet they remain cautious when it comes to letting algorithms guide personal or household purchases.
👉 Read the article on Ehandel.se
IT Retail: “Human trust meets AI in future buying behaviour”
Technology and retail magazine IT Retail explores how AI is entering the buying journey, drawing on Smartson’s data from 4,829 Nordic consumers.
The article underlines that AI is no longer a future concept - it’s here - yet the foundation of consumer decision-making remains built on human trust, transparency, and real experiences.
IT Retail describes Smartson’s study as “a roadmap for brands navigating the balance between innovation and credibility,” emphasising how companies that combine data-driven tools with genuine customer validation will build stronger relationships.
👉 Read the article on IT Retail
Summary
The strong media response underscores the relevance of the Smartson Consumer Report 2025.
When respected publications like Dagens Industri and Market spotlight its findings, it signals that Smartson’s insights resonate far beyond test pilots and product reviews - they’re shaping the broader dialogue about trust, technology, and the human factor in future commerce.
As AI continues to grow, these articles show one thing clearly:
Consumers may embrace innovation, but they still trust people more than machines.
Want to explore the full picture?
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