Consumers Trust AI Shopping Agents Over Friends, Accenture Report Shows
Consumers are increasingly trusting AI shopping agents over their closest human confidants, according to a new Accenture report. The 2026 Consumer Pulse Research, based on a survey of 25,590 individuals across 16 countries, found that 74% of respondents would entrust an AI agent to make a purchase on their behalf—surpassing their confidence in a best friend. This marks a significant shift in consumer behavior, as people embrace AI tools for routine shopping tasks while maintaining control over more personal decisions.
A Shift in Consumer Trust
The report highlights a move beyond basic chatbots or search tools, with consumers now willing to delegate repetitive, low-risk tasks to AI agents. These include negotiating deals, resolving complaints, managing subscriptions, and reordering products. While 74% of respondents expressed trust in AI for these tasks, the report clarifies that full autonomy remains out of reach. Most consumers prefer a hybrid model: delegating specific actions while retaining oversight over final decisions.
Delegation vs. Autonomy
The survey reveals nuanced distinctions in consumer willingness to delegate. While 32% of respondents would allow an AI agent to make purchase decisions within defined limits—such as budget and brand preferences—only 9% are open to letting agents complete purchases without approval. Even at the payment stage, trust is limited: just 12% of consumers accept autonomous decisions here. Factors like data security, customizable permissions, and the ability to override AI choices play a critical role in shaping this trust.
Implications for Brands
The findings underscore the need for brands to adapt to an AI-driven shopping landscape. Clear, machine-readable product information will be essential as consumers rely on agents to compare options, pricing, and fulfillment records. Brands must also balance automation with transparency, ensuring their digital presence across platforms like search engines and marketplaces aligns with AI-friendly standards. As consumers delegate routine tasks, the focus will shift to maintaining control over decisions tied to identity, enjoyment, and high-stakes purchases—like travel or lifestyle choices.
This trend signals a broader cultural shift toward trusting AI for efficiency, while preserving human oversight in meaningful decisions. Brands that embrace this balance may gain a competitive edge in the evolving retail landscape.
Source: AI News. AI-assisted editorial synthesis — TechnoExpress.