AI agents are reshaping commerce and testing brand loyalty.
More than a third of behaviorally loyal consumers (those who choose from one to three preferred brands in a category and don’t deviate from them) would let an AI agent switch from their favorite brands for a better fit, according to Accenture‘s latest global survey of over 25,000 consumers across 16 countries. The survey was conducted online between Jan. 7 and Jan. 22.
In its report, titled “Talk to My AI Agent,” Accenture explores how the adoption of AI is reinventing the consumer-brand relationship, influencing not just what people buy, but how they think, feel and engage.
Among the key findings, nearly three in four consumers (74 percent) would trust a personal AI agent more than their best friend to make a purchase on their behalf. This is an agent that acts, decides and buys at their instruction, at scale.
Nearly three in four consumers (74 percent) are now open to an agent completing commerce tasks, such as negotiating deals, resolving complaints, reordering or renewing subscriptions, as long as the consumer remains in control.
