A recent study by Accenture highlights a shift in consumer attitudes towards AI agents, revealing that 63% of respondents want to use these tools to help them achieve their ideal selves while shopping. The findings from the Consumer Pulse Research 2026, which surveyed 25,590 individuals across 16 countries, suggest that AI's influence on consumer spending is set to grow significantly in the coming years.
Among active users of generative AI, one in four have made larger purchases directly linked to the increased confidence these technologies provide. This trend reflects a broader willingness to engage with AI, with 74% of consumers expressing greater trust in AI agents than even their closest friends when it comes to purchasing decisions.
The Rise of AI Collaboration in Shopping
The study found that 85% of participants are open to collaborating with AI agents to identify the best shopping options. A notable 74% of consumers are willing to let AI handle routine tasks like negotiating deals or managing returns. However, the desire for autonomy remains strong; only 9% are comfortable with AI agents completing purchases independently within consumer-defined parameters.
Interestingly, while consumers are more inclined to delegate routine purchases, they hesitate when it comes to decisions that hold personal significance—such as those related to identity or relationships. Recurring services, including insurance and utilities, topped the list of areas where consumers are willing to allow AI delegation.
Implications for Brands and Retailers
These findings carry significant implications for brands and retailers. As AI agents become more integrated into the purchasing process, they are expected to reveal weaknesses in brand propositions and pricing structures. Brands will need to ensure that their product claims, pricing, availability, and policies are not only structured and verifiable but also easily interpretable by AI systems.
Accenture predicts that 71% of consumers expect generative AI to influence at least half of their spending decisions within the next 12 months. This anticipated shift will push brands to adapt their marketing strategies to better align with the expectations of AI-assisted consumers.
The Future of Consumer Spending with AI
As AI technologies evolve, the potential for these agents to shape consumer behavior and spending habits becomes clearer. Brands that actively engage with this trend and refine their offerings in response to AI-driven insights are likely to thrive in a market increasingly defined by technological assistance. Those that fail to adapt may find themselves overshadowed by competitors effectively leveraging AI to meet consumer demands.
The growing willingness of consumers to trust AI agents with their shopping decisions signals a significant change in the retail landscape. As this trend continues to evolve, it will be crucial for industry stakeholders to understand and respond to the new dynamics introduced by AI-driven consumer insights.
Quick answers
What percentage of consumers want AI agents for shopping?
63% of consumers expressed a desire for AI agents to help them achieve their idealised selves in shopping.
How many consumers trust AI agents more than friends?
74% of consumers trust personal AI agents more than their best friends for purchasing decisions.
What tasks are consumers willing to delegate to AI agents?
74% are open to AI handling routine tasks such as negotiating deals and managing returns.
What do brands need to adapt to AI consumer preferences?
Brands need to ensure that their product claims, pricing, and policies are structured, verifiable, and machine-readable.
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