74% Trust AI to Shop, 9% Allow Fully Autonomous Purchases

Accenture’s 2026 Consumer Pulse Research surveyed 25,590 consumers across 16 countries and measured willingness to delegate shopping tasks to personal AI agents. Seventy-four percent of respondents said they would trust an AI agent more than their best friend to shop on their behalf.

The report defines a personal AI agent as software that can act within set permissions to shop, negotiate, resolve complaints, manage subscriptions and, in some cases, complete purchases. The survey found consumers are most willing to hand over repetitive or low-risk tasks such as deal negotiation, complaint handling, subscription renewals and routine product reorders.

The research separates task execution, delegated decision-making and full autonomy. Thirty-two percent of respondents would let an AI agent choose a purchase within defined limits-such as budget or brand preferences-with the consumer reviewing and approving the purchase before payment. Nine percent would permit an agent to initiate and complete purchases without final approval. Comfort with autonomy at the payment stage was lower, with 12% reporting they would accept autonomous payment decisions.

Willingness to delegate increased when users could set configurable permissions, retain instant override controls, trust data protections and expect clear recourse and reputable platforms. Consumers were more open to agent autonomy for high-effort, low-emotion parts of the journey, such as negotiating deals or handling post-purchase support. Recurring services drew higher acceptance for delegation, while lifestyle and travel purchases showed less acceptance as autonomy rose. Many respondents preferred to keep control over choices tied to identity or personal enjoyment, such as selecting a hotel room, clothing item or unique experience.

On brand preferences, 56% said they would instruct an AI agent which brands to consider. Among behaviorally loyal shoppers, 37% would allow an agent to switch brands if it found a better fit based on product fit, price, availability or service performance. Sixty-one percent want an agent that can shop across multiple grocery retailers and 71% want an agent that can plan and book whole trips across airlines, hotels and activities.

The report notes that AI agents rely on structured, machine-readable product information and verified claims to compare options. Pricing, availability, inventory, policies and fulfillment records must be accessible for agents to assess price-to-value and service reliability. Companies may build proprietary agents or integrate their product data into platforms consumers use so agents can evaluate and choose among offers.

The survey also measured the influence of generative AI on spending. Seventy-one percent expect generative AI to influence at least half of their spending decisions over the next 12 months. Sixty-three percent want agents to shop for their “idealised self,” for example by helping them make healthier choices or stay within budget. Among active generative AI users, 26% reported that AI increased their confidence to buy a more expensive item and the same share reported AI led them to increase their basket size.

Consumers foresee changes for physical retail as well: 87% believe AI will affect the role of stores, and 31% expect stores to grow in importance for creating moments of enjoyment. The survey results show selective delegation, with consumers ready to assign routine, low-risk tasks to AI agents while keeping final control over purchases tied to personal preference, risk or emotional value.