- Trust in agent AI is increasing and 9% will already allow an agent to complete a transaction or them
- Successful low-risk transactions are the key to building greater trust
- Physical stores and face-to-face interactions remain vital
New data from Accenture has claimed that three in four (74%) consumers would trust a personal AI agent more than their best friend to make a purchase on their behalf, as the world gets to grips with the next generation of artificial intelligence.
The survey of more than 25,000 consumers in 16 countries uncovered some interesting technology-related trends, revealing that AI now compares, negotiates, decides and even purchases on behalf of human users.
Additionally, another 74% say they are now willing to allow AI agents to perform commerce-related tasks, such as negotiating deals, resolving customer service complaints, reordering products, and managing subscription renewals.
Consumers now trust AI agents more
While many consumers prefer to be in control and have the final say, one in three (32%) say they would give an AI agent the final purchasing decision before payment, subject to predefined parameters such as budget, brand considerations and other preferences.
One in 10 (9%) would even allow agents to complete transactions and purchase autonomously without their approval.
“Consumers are now actively deciding how much authority they give to AI agents, from providing support to making decisions and acting fully on their behalf,” said Kath Gramling, global consumer goods, retail and travel leader.
Looking ahead, 31% say a successful low-risk transaction, such as buying groceries or reordering household essentials, could increase their willingness to trust agents more.
Although computers promise to take over shopping trips in the near future, consumers are still very partial to physical stores. Around a third (31%) believe stores will become even more important for experiences, and 30% say face-to-face interactions will continue to be important for building trust.
“AI is changing the way people shop, not by replacing the role of retailers, but by changing where and how value is created,” added Brett Leary, AI retail leader.
“The retailers that win will be the ones that use AI to simplify the functional side of shopping, while deliberately investing in stores and experiences that deliver human moments that technology can’t replace.”
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