Consumers are showing a willingness to let AI agents take on more shopping-related tasks, according to new research from Accenture.
The company’s 2026 Consumer Pulse Research, based on a survey of 25,590 consumers across 16 countries, found that 74% of respondents would trust a personal AI agent more than their best friend to make a purchase on their behalf.
The report described this as a move beyond the use of chatbots or search tools. In this context, an AI agent refers to software that can act on a consumer’s behalf within set permissions. It can shop, negotiate, resolve complaints, manage subscriptions, and, in some cases, complete purchases.
Consumers are ready to delegate
The survey found that 74% of consumers would allow an AI agent to handle routine tasks. These include deal negotiation, complaint resolution, subscription renewals, and product reorders.
Accenture said this level of delegation does not mean consumers are ready to hand over every decision. Instead, the findings suggest that consumers are more open to delegating parts of shopping that feel repetitive, time-consuming, or low-risk.
The report also found that 32% of consumers would ask an AI agent to make a purchase decision on their behalf within defined limits. These limits could include budget and brand preferences, with other conditions set by the user.
In that scenario, the AI agent would choose the best available option, but the consumer would still review and approve the purchase before payment. The report categorised this as delegated decision-making, separate from task execution and autonomous purchasing.
Autonomy still has limits
A smaller group of consumers is open to AI agents completing purchases without final approval. The report found that 9% of respondents would allow an agent to initiate and complete purchases within defined boundaries.
The payment stage recorded lower openness to autonomous agent decisions. Accenture said only 12% of consumers are open to agents making purchase decisions autonomously at the payment stage.
The report identified several conditions that affect consumer willingness to delegate more control. These include data safeguards, configurable permissions, and instant override options. Clear recourse, platform reputation, and perceived neutrality also affect trust.
Consumers are more comfortable with AI agent autonomy in parts of the journey where effort is high and emotional stakes are lower. The report pointed to negotiation and post-purchase support as areas where consumers showed greater openness.
The report said recurring services ranked highest across stages of delegation, while lifestyle and travel purchases showed a sharper drop as autonomy increased.
It also said consumers are more likely to keep control over choices linked to identity or personal enjoyment. A consumer may delegate routine grocery restocking but still want to choose a hotel room, clothing item, or experience directly.
What it means for brands
The report said AI-assisted…
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