Consumers are increasingly turning to AI shopping agents as they seek assistance with everyday tasks. A new study by Accenture found that 74% of respondents would trust a personal AI agent more than their best friend to make purchasing decisions, according to the company's 2026 Consumer Pulse Research survey.
The research, which was based on data from 25,590 consumers across 16 countries, revealed that while many people remain skeptical about AI technology, they are open to using it for specific tasks. Many respondents expressed a willingness to let an AI agent handle online shopping, price comparisons, and product recommendations. This shift in consumer behavior could have significant implications for the retail industry.
Accenture's findings suggest that consumers are looking for more than just convenience when it comes to their shopping experiences. They want to be able to trust the AI agents with information that may impact their purchasing decisions, such as availability and pricing. As a result, retailers will need to invest in developing high-quality AI capabilities that can provide accurate and helpful advice.