Pacsun Youth Report Finds a Gap Between AI Use and Fashion Trust

While 85% reported using AI in the previous year and 74% were open to shopping discovery through it, only 2% trusted it for fashion advice. Family and friends led the report’s trust measures, with influencers accounting for no more than 11% in any category.

“As trust becomes more personal and intentional, brands have to earn their place through genuine connection, listening and participation,” said Brieane Olson, CEO of Pacsun. The fashion retailer linked the findings to its Youth Council and new Ambassador Program, which invite input on products, campaigns and customer experience.

The survey also found self-reported financial independence fell to 34.9%, from 41.3% in 2025. These are findings from a retailer-backed survey, representative by age, gender, region and household income—not measures of actual AI-driven purchases or proof that all young shoppers behave alike. Pacsun’s 2026 Youth Report.

Image: Pacsun.