Israeli Teens Trust AI Recommendations Over Parents, Survey Finds
A new Mastercard survey reveals that Israeli teenagers are rapidly adopting artificial intelligence (AI) tools for purchasing decisions, often preferring AI recommendations over those from their parents. The study, conducted by research firm Opnium among 26,000 adults and teens across 13 European countries including Israel, found that 68% of Israeli teens believe AI agents will make purchases for them in the future, significantly higher than the European average of 57%. Notably, a quarter of Israeli teens, rising to 32% for those aged 17-18, would choose an AI recommendation over their parents'.
Despite this trust in AI for advice, the survey indicates that peer influence remains strong, with only 19% of Israeli teens trusting AI recommendations more than those from friends, compared to 31% in Europe. Currently, one-third of Israeli teens report that AI assists them in purchase decisions, aiding in product research, price comparisons, and recommendations. Looking ahead, half of all respondents anticipate AI will become a primary purchasing method within a few years.
When it comes to specific product categories, Israeli teens are most open to AI purchasing fashion and footwear (60.5%), followed by electronics and technology (44%), gifts (43%), and personal care items (42%). Parents, however, show different preferences, prioritizing vacations (52%), home and cleaning products (51%), food and beverages (46%), and fashion (42%). Nevertheless, a large majority of adults would still require final approval before an AI agent completes a purchase.
Il Paz, CEO of Mastercard Israel, commented that Israel is at the forefront of adopting next-generation consumer technology. He emphasized that while AI's influence is growing, trust remains a critical factor, and in Israel, friend recommendations still hold significant weight, suggesting that success hinges on both technology and trust.
The findings highlight the evolving consumer landscape, where AI is becoming a crucial skill for the younger generation, and brands must adapt to this new era to remain relevant.
