Published: June 2026 Executive SummaryAccenture’s global research reveals that consumers are increasingly willing to delegate purchasing decisions to AI agents. Nearly three-quarters of surveyed consumers said they would trust an AI assistant to make purchases on their behalf. This shift fundamentally changes how brands compete: organizations must earn the confidence of both consumers and the…
Published: August 2026 Executive SummaryConsumers have access to unlimited information but increasingly limited trust. Premium brands that consistently deliver transparency, reliability, and authentic customer experiences are outperforming competitors focused primarily on awareness campaigns. AI further amplifies this trend because recommendation systems rely heavily on trustworthy information from multiple independent sources. Why It MattersTrust influences both…
Published: August 2026 Executive SummarySearch optimization is evolving into something much broader. Large language models now evaluate information from websites, reviews, publications, videos, forums, and third-party sources simultaneously when recommending brands. Organizations must now optimize for how AI understands their business—not just how search engines index webpages. Why It MattersBrand authority increasingly depends on knowledge…
Published: August 2026 Executive SummaryConsumers remain willing to invest in premium products, but only when brands clearly communicate differentiated value. Economic uncertainty has not eliminated luxury spending; it has increased scrutiny. Consumers are becoming more intentional about where they spend and why. Why It MattersStrong positioning matters more than broad awareness. Organizations must articulate a…
Published: August 2026 Executive SummaryLuxury discovery is undergoing its most significant transformation since the rise of ecommerce. Consumers are increasingly beginning their purchasing journey through AI platforms rather than traditional search engines or social media. Instead of browsing websites, they ask ChatGPT, Google AI Mode, Perplexity, and other AI assistants which brands they should trust….