Accenture: Consumers show growing trust in AI shopping agents

2026-06-15 · Source: AI News · Field: Business & Management — Marketing, Branding & Advertising, E-commerce & Digital Commerce · Depth: Fundamental Awareness, quick

Summary

Accenture's 2026 Consumer Pulse Research, derived from a comprehensive survey of 25,590 consumers across 16 countries, indicates a substantial and growing trust in AI shopping agents. A key finding reveals that 74% of respondents would trust a personal AI agent more than their best friend to execute shopping-related tasks. This data points to an evolving consumer landscape where individuals are increasingly comfortable delegating purchasing decisions and other commerce activities to artificial intelligence. The research suggests a significant shift in consumer expectations and behavior, underscoring the potential for AI to become a more integral component of the retail experience and personal commerce strategies in the near future.

Key takeaway

For retail strategists developing future customer engagement models, this research signals a critical shift: consumers are ready to delegate significant shopping autonomy to AI. You should prioritize investing in robust, trustworthy AI shopping agents that can handle complex decision-making, not just recommendations. Focus on building transparency and reliability into your AI solutions to capitalize on this growing consumer confidence and redefine personalized commerce experiences.

Key insights

Consumers increasingly trust AI agents for shopping tasks, even over close personal relationships.

Method

Accenture's 2026 Consumer Pulse Research surveyed 25,590 consumers across 16 countries to gauge AI trust in shopping.

In practice

• Integrate AI agents into customer service.
• Develop AI for personalized shopping experiences.
• Focus AI on purchase decision support.

Topics

• Consumer Trust
• AI Agents
• Retail Technology
• Shopping Behavior
• Accenture Research
• Digital Commerce

Best for: Executive, Product Manager, Entrepreneur, Consultant, AI Product Manager, Marketing Professional

Related on AIssential

• What we lose when artificial intelligence does our shopping — Automated AI shopping agents offer efficiency but risk eroding consumer autonomy, psychological benefits, and social aspects of shopping.
• Retailers turn to AI for productivity, personalized shopping — Retailers are rapidly adopting AI for both internal productivity and customer-facing personalization, yielding measurable business benefits.
• The Hidden Layer of AI: Why Some Brands Get Recommended And Others Disappear — AI systems prioritize inclusion and distributed authority over traditional SEO, creating a new competitive landscape for brand visibility.
• The Five Levels of Agentic Commerce — Agentic commerce's growth hinges on consumer trust, not just technological capability.
• Winning in the era of autonomous AI shoppers — Autonomous AI agents are rapidly reshaping retail, demanding immediate foundational shifts from retailers to remain competitive.
• Trade Republic axes customer service chatbots, replaces them with over 1,000 humans — Prioritizing human interaction over AI in customer service can enhance satisfaction and address user complaints.

Open in AIssential →

Editorial summary, takeaway, and curation by AIssential. Original article published by AI News.