Consumers are increasingly open to delegating shopping responsibilities to artificial intelligence agents, according to new research from Accenture. The company’s 2026 Consumer Pulse Research, which surveyed 25,590 individuals across 16 countries, revealed that 74% of respondents would trust a personal AI agent more than their best friend to make purchasing decisions.
Trust in AI Shopping Assistants
The findings highlight a significant shift in consumer attitudes toward AI-powered tools, particularly in the realm of e-commerce. The research indicates that people are not only comfortable with AI handling routine shopping tasks but are also willing to rely on it for more complex decisions. This growing trust may be driven by AI's ability to process vast amounts of data quickly, offer personalized recommendations, and operate without emotional biases.
Implications for Retail and AI Development
The results suggest that retailers and AI developers have a promising opportunity to expand the role of AI in consumer commerce. As more users embrace AI shopping agents, businesses can focus on enhancing user experiences through smarter, more intuitive platforms. However, maintaining this trust will require transparency, robust data privacy measures, and consistent performance. Accenture’s report underscores the importance of building reliable AI systems that meet consumer expectations for accuracy and reliability.
Future Outlook
With consumer confidence in AI shopping agents on the rise, the next step is for companies to integrate these tools seamlessly into their existing platforms. As AI continues to evolve, it will likely become a standard feature in online shopping, transforming how consumers interact with retailers and how businesses approach customer engagement.
