Consumers Are Beginning to Trust AI to Make Purchase Decisions

Published: June 2026

Executive Summary
Accenture’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 algorithms making recommendations. Trust, structured information, and verifiable value are becoming essential competitive advantages.

Why It Matters
The future of customer acquisition will depend not only on influencing people but also on becoming the brand AI systems consistently recommend. This elevates AI discoverability from a marketing initiative to an executive strategy.

Key Takeaways
• AI agents are becoming influential purchasing advisors.
• Trust now extends beyond human perception.
• Clear, verifiable brand information matters more than ever.
• AI discoverability is emerging as a strategic capability.

Sources
Accenture – Talk to My AI Agent: The New Rules of Brand Value

https://www.accenture.com/us-en/insights/consulting/talk-my-ai-agent