Rising Confidence: How Consumers Are Embracing AI Shopping Assistants

Recent research conducted by Accenture indicates a growing acceptance among consumers towards entrusting AI agents with various shopping-related responsibilities. The company’s 2026 Consumer Pulse Research, which surveyed 25,590 individuals across 16 countries, revealed that 74% of participants would rely on a personal AI agent over their best friend to make purchases on their behalf.

This shift represents a departure from conventional chatbots or search tools. In this context, an AI agent refers to software capable of acting on behalf of a consumer within specified parameters. These agents can engage in shopping, negotiation, complaint resolution, subscription management, and, in certain instances, complete transactions.

Consumers are ready to delegate

The study found that 74% of consumers are willing to authorize an AI agent to handle routine tasks such as negotiating deals, resolving complaints, renewing subscriptions, and reordering products.

Accenture noted that this level of delegation does not imply consumers are prepared to relinquish all decision-making. Instead, it suggests that consumers are more open to delegating aspects of shopping that appear repetitive, time-consuming, or low-risk.

Additionally, 32% of consumers expressed a willingness to let an AI agent make purchase decisions within defined limits, encompassing budget constraints, brand preferences, and other user-set conditions. In this scenario, the AI agent selects the optimal choice, but the consumer still reviews and approves the purchase before finalizing the transaction. This process was categorized as delegated decision-making, distinct from task execution and autonomous purchasing.

Autonomy still has limits

A smaller subset of consumers is open to AI agents executing purchases without requiring final approval. The report indicated that 9% of respondents would permit an agent to initiate and complete purchases within predefined boundaries.

However, the payment phase demonstrated lower acceptance of autonomous agent decisions. Accenture highlighted that only 12% of consumers are amenable to agents making independent purchase decisions during the payment stage.

The report outlined various factors influencing consumer willingness to delegate more control, including data security measures, configurable permissions, and instant override options. Trust is further influenced by clear recourse, platform reputation, and perceived neutrality.

Consumers tend to be more comfortable with AI agent autonomy in segments of the shopping journey where effort is high and emotional stakes are lower. Negotiation and post-purchase support were identified as areas where consumers displayed greater openness.

Recurring services ranked prominently across delegation stages, while lifestyle and travel purchases exhibited a notable decline as autonomy increased.

Moreover, consumers are inclined to retain control over choices linked to identity or personal enjoyment. While a consumer might delegate routine grocery restocking, they may prefer to personally select a hotel room, clothing item, or experience.

What it means for brands

According to the report, AI-assisted shopping necessitates brands and retailers to present product information in a clear and machine-readable format. If consumers utilize agents for comparison purposes, factors such as pricing, availability, policies, and claims must be easily assessable by the agents.

AI agents can evaluate brands using structured attributes, verified claims, price-to-value ratios, and fulfillment records. This evaluation significantly impacts how brands are perceived across digital platforms like search engines, marketplaces, and social media.

The report highlighted that 56% of consumers would instruct their AI agent on which brands to consider. Among behaviorally loyal consumers, 37% indicated a willingness to switch brands if the agent identified a better fit.

Brand switching was associated with factors such as fit, price, availability, and service performance.

Furthermore, consumers expressed interest in agents capable of interacting across multiple providers. The report revealed that 61% desire an agent that can shop among various grocery retailers on their behalf, while 71% seek an agent capable of planning and booking comprehensive travel arrangements encompassing airlines, hotels, and activities.

Brands and retailers must ensure that product data, pricing, availability, policies, and claims are interpretable by the systems utilized by agents to evaluate options, as outlined in the report.

The primary reasons cited for this included familiarity with shopping preferences, trust established through service and support, and access to an extensive array of products and services.

The report listed several potential roles for brands and retailers in AI-assisted commerce. Some entities may develop their own agents, while others might integrate data, inventory, and services into platforms already utilized by consumers.

Verified information, transparent inventory, clear pricing, and reliable fulfillment data were identified as factors enabling agents to assess brands more effectively.

Furthermore, 71% of consumers anticipate generative AI to influence a significant portion of their spending decisions in the upcoming year. The report also noted that 63% of consumers wish for agents to assist them in shopping for their “idealized self,” aiding in making healthier choices, adhering to budget constraints, and supporting intentional upgrades.

Among active generative AI users, 26% reported purchasing more expensive items due to increased confidence instigated by AI. Similarly, 26% acknowledged that AI had prompted them to enlarge their basket size.

Stores still matter

The survey also probed how AI could impact physical stores. The findings indicated that 87% of respondents believe AI will influence the role of stores, with 31% suggesting that stores will become more crucial in creating enjoyable experiences.

The results displayed a higher inclination towards routine task delegation rather than full automation. Consumers exhibited a selective pattern, delegating routine or low-risk tasks while retaining control over purchases entailing personal preference, risk, or emotional significance.

The report proposed that some brand evaluation might occur within agent-led comparison systems before consumers visit websites, apps, or physical stores.

(Photo by Growtika)

See also: Visa ChatGPT integration enables AI agent retail purchasing

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