Italian consumers trust AI for buying tips, yet human reviews still matter, and Walmart is adding personal shoppers to bridge the gap.
In recent months, the Italian market has witnessed a noticeable shift toward digital assistance in daily purchasing decisions. A national survey reveals that 47% of Italians consulted an artificial intelligence tool at least once over the past year to receive product or service recommendations.
This rise in AI-driven guidance does not, however, eliminate the human element that many shoppers still value.
Beyond the initial 47%, the same data show that a solid 90% of respondents regularly read online reviews, while 52% contribute their own feedback.
Moreover, 78% of participants consider peer-generated comments a decisive factor when choosing what to buy. Trust levels further highlight the landscape: 77% of those surveyed rate digital word-of-mouth as credible, a figure that closely approaches the 81% trust placed in advice from friends and family, and far surpasses the 54% confidence given to corporate communications.
The survey also outlines future expectations. While 47% of Italians still prefer reviews that stem solely from human experience, 37% envision a hybrid model where AI’s role is limited to organising, summarising, and ranking user-generated content. The most cited advantages of such AI assistance include handling large data volumes (33%), saving time, and providing a balanced view of pros and cons.
“Artificial intelligence does not erase the human experience; it amplifies its value,” remarks Nicoletta Besio, General Manager South Europe at Trustpilot. She adds that in an increasingly complex informational ecosystem, authentic reviews remain essential, and Trustpilot strives to maintain that authenticity.
Walmart launches personal shopper program in San Francisco
Meanwhile, across the Atlantic, Walmart has opened a new hiring wave for Personal Shoppers at its San Francisco Supercenters. Unlike traditional grocery associates, these employees handle orders that span multiple departments—ranging from frozen foods to furniture accessories—using a dedicated fulfillment handheld device. Their core duty is to replicate the careful selection a customer would exercise, ensuring each item meets quality standards and freshness expectations.
Key responsibilities and qualifications
Personal Shoppers must navigate the entire store, make real-time substitution decisions, and stage completed orders according to pickup times and carrier assignments. The role demands physical stamina—walking extensive distances and lifting up to 50 lb—and a willingness to learn on the job, as no prior retail experience is required. Compensation averages between $14 and $19 per hour, with flexible scheduling, associate discounts, 401(k) options, and pathways to digital team-lead positions.
Blending algorithms with human judgment in modern retail
Both the Italian consumer trend and Walmart’s staffing initiative illustrate a broader industry narrative: technology can streamline information, but the final purchase decision still hinges on human insight. While AI excels at processing massive datasets and surfacing relevant reviews, the personal shopper model places a real person at the crossroads of choice, substitution, and quality control. In practice, Walmart’s shoppers rely on the same AI-powered device to organise inventory data, yet they must apply personal judgment to select suitable alternatives when items are out of stock.
As algorithms become more embedded in the shopping journey, the demand for roles that marry digital efficiency with tactile expertise is likely to grow. Italian shoppers may continue to lean on AI for preliminary suggestions, but they will also turn to trusted human voices—whether in online reviews or in-store assistants—to finalize their decisions. The convergence of these forces suggests a future where artificial intelligence and the human touch coexist, each reinforcing the other to create a smoother, more reliable retail experience.
