Accenture: AI Shopping Agents Gain Consumer Trust
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 a purchase on their behalf. The report described this as a move beyond the use of chatbots or search tools. In this context, an AI agent refers to
New research by Accenture highlights an increasing willingness among consumers to rely on AI agents for shopping tasks. The 2026 Consumer Pulse Research surveyed 25,590 people across 16 countries, revealing that 74% trust AI agents more than friends to make purchases. AI agents are described as software that can perform actions within set boundaries, such as shopping or resolving complaints. The study found that 74% of consumers are open to delegating routine tasks to AI agents. These tasks include negotiating deals and managing subscriptions. While many are comfortable with AI handling specific tasks, only 32% would allow AI to make purchase decisions within set limits. A smaller percentage, 9%, is open to AI completing purchases without final approval. However, consumer trust remains lower when it comes to autonomous decisions at the payment stage. The report highlights factors like data security and user control as important for building trust in AI agents. Consumers are more willing to delegate tasks where effort is high and emotional involvement is low, such as negotiations or post-purchase support.
Understanding consumer trust in AI agents helps shape the future of retail and digital services.
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