Nearly three-quarters of consumers (74%) say they would trust an AI agent to assist them with shopping, from finding the best deals and renewing subscriptions to selecting the right products, according to the latest global Accenture Consumer Pulse Research.

The report, “Talk to My AI Agent,” based on responses from more than 25,000 consumers across 16 countries, shows that artificial intelligence is beginning to play an increasingly important role in purchasing decisions and is reshaping how people choose brands.

According to the research, 74% of consumers would trust an AI agent more than a friend’s recommendation when making a purchase. In addition, nearly one-third (32%) are willing to let an AI agent select the final product for them, provided they establish clear parameters in advance, such as budget or personal preferences.

While fully autonomous shopping is still in its early stages, nearly one in ten consumers (9%) say they would allow an AI agent to make purchases on their behalf, including completing payment transactions. Furthermore, 31% say they would be more open to this option after having a few positive experiences with simple, repetitive purchases, such as buying household products.

The study also indicates that AI’s influence on purchasing decisions is set to grow rapidly. Seventy-one percent of consumers estimate that, within the next 12 months, at least half of their spending in each category will be influenced by artificial intelligence.

As AI agents compare products and recommend the best options, brands can no longer rely solely on name recognition or consumer habits.

Although 56% of respondents say they would instruct an AI agent about their preferred brands, more than one-third (37%) of consumers who consider themselves loyal to certain brands would accept a recommendation for a different brand if the AI agent could demonstrate that it better meets their needs.

“Last year, we observed that artificial intelligence was beginning to earn consumers’ trust. Today, trust has become the starting point. As AI agents play an increasingly important role in purchasing decisions, brand loyalty depends more on performance, demonstrable value, and consistently delivered experiences. For brands, the challenge is to remain relevant both to AI agents that compare and recommend products and to consumers who continue to seek experiences built on trust and human connection,” said Kath Gramling, Global Consumer Goods, Retail & Travel Lead at Accenture.

Even as AI takes on more routine tasks, human experiences remain important. Nearly one-third of consumers (31%) believe physical stores will play an even greater role in delivering enjoyable experiences, while 30% say face-to-face interactions are essential for building trust.

In addition, 40% of respondents say they want to remain involved in at least one stage of the purchasing process, either because they enjoy the experience or because they have an emotional connection with certain brands.

“Artificial intelligence is transforming the way people shop, and as more consumers use AI to search, compare, and make decisions, expectations for the shopping experience are rising significantly. Retailers must ensure their offerings are relevant both to consumers and to AI agents, while also using this technology to enhance customer experience. Those that succeed will be the ones that combine the efficiency enabled by AI with the human experiences and connections that technology cannot replace,” said Brett Leary, AI Retail Lead at Accenture.