Accenture: Consumers show growing trust in AI shopping agents

Consumers are showing a willingness to let AI agents take on more shopping-related tasks, according to new research from Accenture.

The company’s 2026 Consumer Pulse Research, based on a survey of 25,590 consumers across 16 countries, found that 74% of respondents would trust a personal AI agent more than their best friend to make a purchase on their behalf.

The report described this as a move beyond the use of chatbots or search tools. In this context, an AI agent refers to software that can act on a consumer’s behalf within set permissions. It can shop, negotiate, resolve complaints, manage subscriptions, and, in some cases, complete purchases.

Consumers are ready to delegate

The survey found that 74% of consumers would allow an AI agent to handle routine tasks. These include deal negotiation, complaint resolution, subscription renewals, and product reorders.

Accenture said this level of delegation does not mean consumers are ready to hand over every decision. Instead, the findings suggest that consumers are more open to delegating parts of shopping that feel repetitive, time-consuming, or low-risk.

The report also found that 32% of consumers would ask an AI agent to make a purchase decision on their behalf within defined limits. These limits could include budget and brand preferences, with other conditions set by the user.

In that scenario, the AI agent would choose the best available option, but the consumer would still review and approve the purchase before payment. The report categorised this as delegated decision-making, separate from task execution and autonomous purchasing.

Autonomy still has limits

A smaller group of consumers is open to AI agents completing purchases without final approval. The report found that 9% of respondents would allow an agent to initiate and complete purchases within defined boundaries.

The payment stage recorded lower openness to autonomous agent decisions. Accenture said only 12% of consumers are open to agents making purchase decisions autonomously at the payment stage.

The report identified several conditions that affect consumer willingness to delegate more control. These include data safeguards, configurable permissions, and instant override options. Clear recourse, platform reputation, and perceived neutrality also affect trust.

Consumers are more comfortable with AI agent autonomy in parts of the journey where effort is high and emotional stakes are lower. The report pointed to negotiation and post-purchase support as areas where consumers showed greater openness.

The report said recurring services ranked highest across stages of delegation, while lifestyle and travel purchases showed a sharper drop as autonomy increased.

It also said consumers are more likely to keep control over choices linked to identity or personal enjoyment. A consumer may delegate routine grocery restocking but still want to choose a hotel room, clothing item, or experience directly.

What it means for brands

The report said AI-assisted shopping requires brands and retailers to make product information clear and machine-readable. If consumers use agents to compare options, pricing, availability, policies, and claims will also need to be easy for agents to assess.

AI agents can compare brands using structured attributes and verified claims. They can also weigh price-to-value ratios and fulfilment records. The report said this affects how brands appear across digital channels, including search engines, marketplaces, and social platforms.

The report found that 56% of all consumers would tell their AI agent which brands to consider. Among behaviorally loyal consumers, 37% said they would allow an agent to switch brands if it found a better fit.

The report linked brand switching to factors such as fit, price, availability, and service performance.

Accenture also found that consumers are interested in agents that can work across providers. The report said 61% want an agent that can shop across multiple grocery retailers on their behalf, while 71% want an agent that can plan and book a complete trip across airlines, hotels, and activities.

Brands and retailers need product data, pricing, availability, policies, and claims to be readable by the systems agents use to evaluate options, according to the report.

The main reasons cited were existing knowledge of shopping preferences, trust built through service and support, and access to a broad selection of products and services.

The report listed several possible roles for brands and retailers in AI-assisted commerce. Some may build their own agents, while others may integrate data, inventory, and services into platforms that consumers already use.

The report cited verified information, clear inventory, transparent pricing, and reliable fulfilment data as factors that can help agents evaluate brands more easily.

It also found that 71% of consumers expect generative AI to influence at least half of their spending decisions over the next 12 months.

The report also found that 63% of consumers want agents to shop for their “idealised self.” Examples include helping them make healthier choices or stay within budget. Some respondents also want agents to support more intentional upgrades.

Among active generative AI users, 26% said they had already bought a more expensive item because AI increased their confidence in the decision. The same proportion said AI had led them to increase their basket size.

Stores still matter

The survey also asked consumers how AI could affect stores. It found that 87% believe AI will affect the role of stores. Another 31% said stores will become more important for creating moments of enjoyment.

The findings show lower openness to full automation than to routine task delegation. It shows a more selective pattern, with consumers delegating routine or lower-risk tasks while retaining control over purchases that involve personal preference, risk, or emotional value.

The report said some brand evaluation could take place inside agent-led comparison systems before consumers visit a website, app, or store.

(Photo by Growtika)

See also: Visa ChatGPT integration enables AI agent retail purchasing

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