Consumers are increasingly showing a willingness to let artificial intelligence (AI) 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 purchasing decisions.
The study also found that people across all age groups are embracing AI shopping agents. Younger generations, such as Gen Z and millennials, seem particularly open to the idea of using AI in their daily lives, with 80% of those surveyed expressing interest in using an AI agent to shop for them. In contrast, older adults were more hesitant, but still showed a willingness to consider the option.
Overall, Accenture's research suggests that consumers are rapidly moving away from traditional human shopping assistants and towards AI-powered agents. As technology continues to advance and become more accessible, it is likely that we will see further changes in how people shop and interact with machines. The findings have significant implications for companies looking to integrate AI into their customer experiences, as they may be able to tap into the growing demand for convenient and efficient shopping solutions.