A new report from Accenture claims that three in four (74%) consumers would trust a personal AI agent more than their best friend to make a purchase on their behalf, signaling a dramatic shift in consumer confidence as the next generation of artificial intelligence goes mainstream. The survey, which polled more than 25,000 consumers across 16 countries, found that AI is now comparing, negotiating, deciding, and even purchasing on behalf of human users.
Key Findings from the Accenture Survey
The data, reported by TechRadar, highlights a strong willingness among consumers to delegate increasingly complex decisions to AI agents. Notably, 74% of respondents said they are now willing to allow AI agents to perform commerce-related tasks such as negotiating deals, resolving customer service complaints, reordering products, and managing subscription renewals.
While many consumers prefer to stay in control and have the final say, as many as one in three (32%) said they would give an AI agent the final purchasing decision before payment, subject to predefined parameters like budget, brand considerations, and other preferences. Even more striking, one in ten (9%) would allow agents to complete transactions and shop autonomously without their approval.
Trust Levels and Autonomy
According to Accenture’s Global Consumer Goods, Retail and Travel Lead Kath Gramling, "Consumers are now actively deciding how much authority they give AI agents, from providing support, to making choices, to acting fully on their behalf." This suggests a spectrum of trust where the level of autonomy granted varies by individual and by task.
| Consumer Trust Behavior | Percentage of Respondents |
|---|---|
| Trust AI agent more than best friend for purchases | 74% |
| Willing to let AI perform commerce tasks | 74% |
| Give AI final purchasing decision (with parameters) | 32% |
| Allow AI to shop autonomously without approval | 9% |
Low-Risk Transactions as Trust Builders
Looking ahead, 31% of consumers said that a successful low-risk transaction — such as buying groceries or reordering household staples — could increase their willingness to trust agents more. This indicates that early, low-stakes successes are critical for building the credibility needed for AI agents to handle higher-value or more sensitive transactions in the future.
The Enduring Role of Physical Stores
Despite the enthusiasm for AI agents, consumers remain strongly attached to physical retail. Around a third (31%) believe stores will become even more important for experiences, and 30% said face-to-face interactions will remain important for trust-building. This dual preference suggests that AI will augment rather than replace the human touch in shopping.
Brett Leary, AI Retail Lead at Accenture, commented: "AI is changing how people shop, not by replacing the role of retailers, but by changing where and how value is created. The retailers that win will be the ones that use AI to simplify the functional side of shopping, while deliberately investing in stores and experiences that deliver the human moments technology can’t replace."
Implications for Commerce
The survey results underscore a fundamental shift in consumer behavior: AI agents are no longer just tools but trusted partners in decision-making. For businesses, this means adapting to a world where automated agents negotiate, reorder, and even complete purchases. Companies that integrate AI into their customer experience while preserving opportunities for physical, face-to-face interaction are likely to build the strongest loyalty.
What to watch: As low-risk transactions build trust, expect consumers to gradually cede more control to AI agents for higher-stakes purchases. The next milestone will be how quickly retailers and brands embed agentic AI into their platforms while maintaining the human connections that remain essential for trust.
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