Instead, consumers are moving between AI assistants, online marketplaces, creators, publishers, retail media and brand-owned channels throughout the buying journey. Despite the growing use of AI, creators continue to retain consumer confidence. Four in 10 respondents said generative AI had not changed how much they rely on creators for product recommendations, while trust remains closely divided between both sources. Some 38% said they trust creators and AI equally, 36% place greater trust in creators, and 25% favour AI. The findings come amid a broader shift towards trust and authenticity in Southeast Asia's eCommerce landscape.