Consumers are showing a growing willingness to let AI agents take over shopping tasks, according to new research from Accenture. The company’s 2026 Consumer Pulse Research surveyed 25,590 consumers across 16 countries and found that 74% of respondents would trust a personal AI agent more than their best friend to make a purchase on their behalf.
What AI Agents Can Do for Shoppers
The report describes this as a move beyond simple chatbots or search tools. An AI agent, in this context, refers to software that can act on a consumer’s behalf within set permissions. According to The Diplomat Bucharest, these agents can shop, negotiate, resolve complaints, manage subscriptions, and in some cases, complete purchases.
Consumers Ready to Delegate Routine Tasks
The survey also found that 74% of consumers would allow an AI agent to handle routine tasks. This includes finding the best deals and assisting with shopping from start to finish. As reported by Business Review, nearly three-quarters of consumers say they would trust an AI agent to assist them with shopping.
Our Take: A Major Shift in Consumer Behavior
This data from Accenture signals a real change in how people view AI. To put it plainly, trusting a machine more than a close friend for financial decisions is a big step. In our view, this trust is likely driven by convenience and the belief that AI can make unbiased, data-driven choices. However, it also raises questions about privacy and the limits of automation. Consumers should understand exactly what permissions they are giving these agents. The trend is clear — AI shopping agents are no longer a futuristic idea; they are becoming a trusted tool for millions.
