Gen Z Doesn’t Buy the Hype: New Report Shows Research Beats Influencer Recommendations

India’s Gen Z consumers are becoming one of the country’s most influential economic forces, and they’re making shopping decisions very differently from previous generations. A new report by Rukam Capital, in partnership with YouGov, suggests that young consumers rely more on personal research than influencers, increasingly use AI to compare products, and still put family at the center of festive spending.

Gen Z shops with AI, but still wants the final say

One of the report’s biggest findings is that AI has become a regular part of the buying journey. Nearly 6 in 10 Gen Z consumers say they use AI at least occasionally to research products, compare features, or find the best prices before buying.

However, the generation isn’t ready to hand over complete control. While 70% are comfortable receiving product recommendations from AI, only 49% would allow AI to make purchasing decisions without their approval. The report describes this as a balance between convenience and personal agency, with Gen Z treating AI as an evaluator rather than a replacement for decision-making.

AI adoption also extends beyond shopping. Around 66% of respondents said they’d trust AI for healthcare-related guidance, while 63% are open to using it for career advice, highlighting AI’s growing role across everyday life.

Influencers drive discovery, but research builds trust

Despite the rise of creator marketing, the report found that Gen Z rarely buys products purely because an influencer recommends them. Instead, 29% discover products through social media creators, but just 6% make an immediate purchase afterward. Personal research remains the strongest source of trust. 27% of respondents said they trust their own research more than anything else, compared to 20% who rely on friends and 15% who prioritize online reviews.

The same skeptical mindset appears in trend adoption. One-third of respondents research viral trends before trying them, while only 9% adopt trends immediately. Brands that overuse influencer marketing, forced slang, or trend-chasing also risk losing credibility, with roughly 30% of Gen Z respondents calling out those tactics as inauthentic.

The report suggests that Gen Z is pragmatic despite its reputation for impulsive spending. Quality (51%) and price (49%) emerged as the two biggest factors influencing purchase decisions, ranking well ahead of trends or social media popularity.

Research has become a defining habit, with 46% saying they now investigate products more thoroughly before buying. Only 4% purchase immediately after discovering a product online. Trust also plays a major role. Concerns about fake listings and deepfake content have led 32% of respondents to verify sellers before buying, while 29% prefer established brands they already trust. Meanwhile, 28% regularly use quick-commerce platforms for convenience, even as 20% admit they’ve become more impulsive shoppers in certain situations.