• Agentic AI trust is rising, and 9% will already let an agent complete a transaction or them
• Successful low-risk transactions hold the key to unlocking higher trust
• Physical stores and face-to-face interactions remain vital

New data from Accenture has claimed 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 across 16 countries uncovered some interesting trends concerning the tech, revealing that AI is now comparing, negotiating, deciding and even purchasing on behalf of human users.

Additionally, another 74% say they're now willing to allow AI agents to perform commerce-related tasks like negotiating deals, resolving customer service complaints, reordering products and managing subscription renewals.

Consumers are more trusting of AI agents now

While many consumers prefer to be in control and have the last say, as many as one in three (32%) say they would give an AI agent the final purchasing decision before payment subject to predefined parameters like budget, brand considerations and other preferences.

One in 10 (9%) would even allow agents to complete transactions and shop autonomously without their approval.

"Consumers are now actively deciding how much authority they give AI agents, from providing support, to making choices, to acting fully on their behalf," Global Consumer Goods, Retail and Travel Lead Kath Gramling said.

Looking ahead, 31% say a successful low-risk transaction like buying groceries or reordering household staples, could increase their willingness to trust agents more.

Even though computers promise to take ownership of buying journeys in the near future, consumers are still very much pro-physical stores. Around a third (31%) believe stores will become even more important for experiences, and 30% say face-to-face interactions will remain important for trust-building.

"AI is changing how people shop, not by replacing the role of retailers, but by changing where and how value is created," AI Retail Lead Brett Leary added.

"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 the human moments technology can’t replace."

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With several years’ experience freelancing in tech and automotive circles, Craig’s specific interests lie in technology that is designed to better our lives, including AI and ML, productivity aids, and smart fitness. He is also passionate about cars and the decarbonisation of personal transportation. As an avid bargain-hunter, you can be sure that any deal Craig finds is top value!