The article presents a research model focused on the analysis of human-based and AI-based recommendations with reference to their impact on consumer buying decisions. Research conducted by the authors concerned the perception of the credibility of recommendations generated by AI-based mechanisms and those based on the opinions of real customers. The study indicated greater effectiveness of recommendations based on AI technologies, but the analyses also indicated the need for further research covering other groups of e-commerce customers, which will allow for collecting data on additional factors influencing the functioning of the proposed model in relation to making purchasing decisions.