AI agents are beginning to reshape how consumers discover, compare and buy products, creating new challenges for retailers as traditional brand loyalty comes under pressure.
New research from Accenture found that 45% of UK consumers would allow an AI agent to switch brands if it could demonstrate a better fit, while 38% of self-described loyal customers would let an agent move them away from their favourite brands if it could prove better value, quality or relevance.
The global report from Accenture, Talk to my AI Agent: The new rules of brand value, which surveyed around 3,000 UK consumers, suggests brands may increasingly need to compete not only for consumer attention, but also for the trust of AI agents acting on consumers’ behalf.
According to the research, nearly seven in 10 (69%) UK consumers would trust a personal AI agent more than their best friend to help make purchasing decisions in at least one category, including grocery shopping, travel planning, gift buying and restaurant selection.
Consumers appear comfortable allowing AI to take on practical shopping tasks. Nearly three-quarters (71%) said they would trust AI to manage activities such as returns, refunds and reordering, while 29% would allow an AI agent to make a final purchasing recommendation within parameters they have set, such as budget and preferences.
Fully autonomous commerce remains some way off, however. Just 9% of UK consumers said they would allow an AI agent to shop entirely on their behalf without intervention.
Andrew Carlisle, Consumer Goods, Retail and Travel Lead for UK and Ireland at Accenture, said:
“We’re moving from a world where AI helps consumers make decisions to one where consumers increasingly delegate decisions altogether. They’re now actively deciding how much authority to give to AI agents, from providing support to making choices on their behalf. As that trust grows, expectations for convenience and transparency will only increase.”
As AI becomes more embedded in the shopping journey, the research suggests trust is emerging as a critical differentiator. Nearly two-thirds (62%) of consumers expect AI to influence at least half of their purchasing decisions over the next 12 months.
The findings echo themes discussed at London Tech Week, where speakers from HubSpot, Skyscanner and Pandora warned that brands must balance optimisation for AI-powered discovery with maintaining the trust and emotional connections that drive purchasing decisions.
The technology is already affecting spending behaviour. Almost a quarter (24%) of respondents said AI had persuaded them to purchase a more expensive product by increasing confidence in their decision, while 25% reported AI recommendations had increased the size of their shopping basket.
Consumers are also showing growing interest in AI agents that can work across multiple retailers and service providers. Two-thirds (67%) would like an AI agent to plan and book an entire trip, while 55% would trust one to shop across multiple grocery retailers on their behalf.
Carlisle added:
“The brands that succeed won’t simply be the most visible, they’ll be the most trusted by both consumers and the AI agents acting on their behalf. As AI becomes a more influential layer in the purchasing journey, brands will need to prove their value if they want to remain part of the consideration set.”
