Accenture says consumers are increasingly trusting AI shopping agents

Accenture says a new consumer survey suggests people are becoming more comfortable using AI agents for shopping tasks. The company’s 2026 Consumer Pulse Research surveyed 25,590 consumers across 16 countries and found strong interest in letting AI handle routine purchasingrelated work. According to the report, 74% of respondents would trust a personal AI agent more than their best friend to make a purchase on their behalf. The findings suggest many consumers are willing to delegate repetitive or lowrisk tasks such as deal negotiation, subscription renewals, complaint handling, and product reorders. The survey also found that 32% would let an AI agent choose a purchase within set limits, such as a budget or brand preference, while still reviewing the decision before paying. A smaller share, 9%, said they would allow an agent to complete purchases within defined boundaries without final approval. Accenture said trust depends on safeguards, permission controls, and the ability to override decisions quickly. The report said consumers are more open to AI support in areas like recurring services, negotiation, and postpurchase support, while remaining more cautious about purchases tied to personal preference or identity. It also noted that brands and retailers may need more structured product data, transparent pricing, and verified claims if AI agents are to compare offers effectively.