- Agent AI trust is increasing and 9% will already let an agent complete a transaction or them
- Successful low-risk transactions are the key to unlocking greater trust
- Physical stores and face-to-face interactions remain essential
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 comes to grips with the next generation of artificial intelligence.
The survey of more than 25,000 consumers in 16 countries revealed some interesting trends regarding the technology, revealing that AI is now comparing, negotiating, deciding and even buying 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 have more trust in AI agents now
While many consumers prefer to be in control and have the final say, as many as one in three (32%) say they would give an AI agent the final purchase 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 act independently without their approval.
“Consumers are now actively deciding how much authority they give AI agents, from providing support, to making choices, to fully acting on their behalf,” said Kath Gramling, Global Consumer Goods, Retail and Travel Lead.
Looking ahead, 31% say a successful low-risk transaction like buying groceries or reordering household items could increase their willingness to trust agents more.
Although computers promise to take ownership of buying trips in the near future, consumers are still very much pro-physical stores. About 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 how people shop, not by replacing the role of retailers, but by changing where and how value is created,” added AI Retail Lead Brett Leary.
“The retailers that win will be those that use artificial intelligence to simplify the functional side of shopping, while consciously investing in stores and experiences that deliver the human moments that technology can’t replace.”
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