Stockholm, October 16, 2025 – How is AI reshaping consumer behavior – and what role does human trust still play?
Smartson’s Consumer Report 2025 dives into these questions in the fourth edition of the company’s Nordic study, based on insights from 4,829 consumers across Sweden, Norway, Finland, and Denmark.
This year’s report reveals how AI is beginning to influence how we discover, compare, and choose products – while human connection and real experiences remain the strongest forces behind purchase decisions.
-AI is entering the purchase journey, but trust is still human. Consumers want reassurance from others’ experiences before trying something new. The future belongs to the brands that can merge technology with authenticity, says Karl Händel, CEO of Smartson.
Key insights
- • 93% still enjoy doing research before buying.
- • 92% read reviews even for purchases under SEK 1,000.
- • 22% already use AI tools to compare products or summarize reviews.
- • 80% believe reviews help avoid poor purchases – making consumption more sustainable.
The data shows a clear trend: AI sparks curiosity, but emotional validation and real-life experiences continue to guide consumer trust.
Want to explore the full picture?
Download the complete Smartson Consumer Report 2025 to discover how AI, authenticity, and sustainability are shaping the next wave of consumer behavior.
Download the report below.