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 purchasing decisions.
The survey also revealed that the majority of respondents (67%) believe that AI shopping agents have the potential to enhance their shopping experience. This is despite concerns about job displacement and security, with 55% of respondents expressing some level of anxiety about relying on AI in daily life.
As consumers increasingly turn to digital platforms for shopping, it's becoming clear that they are open to partnering with AI agents to make their lives easier. With the rise of voice-activated assistants and virtual shopping platforms, the lines between human and machine interaction are blurring, and Accenture's research suggests that this trend will continue in the coming years."