RETHINK RETAIL · 2026-06-18 · 13 min
In an era of AI-driven information overload, consumers are moving away from pure search queries and toward trusted, human-centered proof. “People want answers that are grounded in human experience.” David Trencher, Managing Director of Reddit (UK & EMEA), sat down with Lavina Suthenthiran to break down how consumer trust is actively shifting away from polished brand messaging and moving toward peer-to-peer validation. According to Trencher, AI and search may be the start of the journey, but they do not guarantee action. In fact, 60% of US users search for products with AI, and half of them go directly to Reddit to verify results.
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