A new Accenture study shows that consumers are increasingly willing to rely on AI agents for purchase advice and even for making buying decisions. The findings are based on responses from more than 25,000 participants across multiple countries. Around 74% of consumers say they trust AI agents more than friends when it comes to product selection.
Many users already expect AI to compare prices, find deals, and handle routine purchases. A significant share would even be willing to allow AI to fully execute purchases within predefined limits. At the same time, concerns remain around transparency, control, and brand influence. The results highlight a shift toward agent-driven commerce while raising important questions about trust, oversight, and consumer autonomy.