Consumers are increasingly turning to AI shopping agents for assistance with everyday purchases, according to new research from Accenture. The company's 2026 Consumer Pulse Research 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.
This shift in consumer behavior is driven by the growing availability and sophistication of AI shopping agents. These virtual assistants use machine learning algorithms to provide personalized recommendations and support customers throughout the shopping process. Many consumers have come to rely on these agents for tasks such as price comparisons, product suggestions, and even help with checkout processes.
The rise of AI shopping agents has significant implications for retailers and e-commerce platforms. By automating routine customer service tasks, retailers can free up staff to focus on more complex and high-value activities. This could lead to increased efficiency and productivity, ultimately benefiting both customers and businesses. However, it also raises questions about data privacy and the potential for AI agents to become increasingly autonomous over time.