AI recommendation bias shapes hotel bookings and B2B buying decisions

A Boston Consulting Group survey of more than 9,000 shoppers in nine countries found that AI assistants tend to recommend hotels they know best—typically large chains listed on major online travel agencies—rather than the objectively best options. Over 60% of respondents said they trust AI suggestions, which rely on the amount of data available about a property, not on quality assessments.

LinkedIn’s research on B2B purchasing, released in June 2026, shows a similar convergence: AI‑generated vendor recommendations now mirror the traditional signals that drive buyer choices. The study defines “Buyability” as the emotional conditions that give buyers confidence to commit. Defensibility—being able to justify a decision later—ranked highest, while “Fear of Messing Up” (FOMU) caused 40% of deals to stall. Peer recommendations from similar customers proved far more influential than product features or pricing.

Both reports highlight how AI influences decision‑making across sectors by favoring entities with extensive data footprints and strong peer endorsements, reshaping how brands must position themselves to be visible to AI‑driven shoppers and buyers.