Accenture: Consumers show growing trust in AI shopping agents
AI-summarised brief · reviewed before publication
Consumers are increasingly willing to delegate shopping tasks to AI agents, with 74% trusting an AI agent more than their best friend to make a purchase on their behalf, according to Accenture's 2026 Consumer Pulse Research. The survey of 25,590 consumers across 16 countries found that consumers are open to delegating routine tasks, such as deal negotiation and subscription renewals, but still want to maintain control over high-effort or emotionally charged purchases. AI agents can shop, negotiate, resolve complaints, and complete purchases within set permissions, but consumers are cautious about handing over complete autonomy, with only 9% open to agents completing purchases without final approval.
💡 Why It Matters
- · Brands and retailers must adapt to this shift by making product information clear and machine-readable, as 56% of consumers would tell their AI agent which brands to consider, and 37% of behaviorally loyal consumers would allow an agent to switch brands if it found a better fit.
