AI代理时代：品牌价值重构与消费决策新范式

AccentureResearchReport

TalktomyAIagent

Thenewrulesofbrandvalue

ConsumerPulseResearch2026

2

Authors

NdidiOteh

ChiefExecutiveOfficer,Song

NdidiOtehleadsAccentureSong,

theworld’sleadingtech‑powered

creativegroup.Sheisfocusedon

helpingclientscreatecustomergrowthstrategies,harmonizedcustomer

experiencesacrossdesign,marketing,customerservice,commerce,sales

anddigitalproducts.SheisamemberofAccenture’sGlobalManagement

Committee,FastCompanyImpactCouncil,WallStreetJournalCMO

CouncilandNationalAssociationofCorporateDirectors(NACD).

BretLeary

ManagingDirector,IndustryandEnterprise,Retail

BrettLearyleadsAccenture’s

generativeAIindustryeffortsforretailglobally,advisingandpartnering

withleadingretailerstoharnessAI

andagentictechnologies.Hehelps

organizationsdriveefficiencyand

reinventcustomerexperiencesand

operations.Heisknownforastrong

clientfocus,applyingadvancedAI

capabilitiestodelivertangiblebusinessimpactatscale.

OliverWright

SeniorManagingDirector,

IndustryandEnterprise,

ConsumerGoodsandRetail

OliverWrightisaseniorleaderat

Accenture,workingwithleading

consumerindustriescompanies

toshapegrowth,innovationand

reinventionacrossthesector.He

advisesexecutiveteamsonoperatingmodels,digitalcommerceand

AI‑driventransformation.Heisknownforshapingindustryperspectives

andacceleratinggrowthand

marketimpactthroughecosystem

collaborationandinnovationatscale.

KarenFangGrant

ManagingDirector,AccentureResearch

KarenFangGrantleadsAccenture’s

globalindustryresearch,withateamofover100expertsexploringconsumer

trendsandmarketandtechnology

disruptions.Sheisknownforshaping

perspectivesonthefutureofindustries,coordinatingresearchacross

sectorsandidentifyingconvergence

opportunities.Shebringsdeep

expertiseinconsumergoodsandretail,informingstrategicdecision‑making

throughresearchinsights.

NevineEl-Warraky

SeniorManagingDirector,Song,ConsumerGoods,RetailandTravel

NevineEl-WarrakyleadsSong

forconsumerindustriesgloballyandbringsdeepexpertisein

growthstrategyandmarketing

transformation,advisingclientson

commerceevolutionandfuture‑readymarketingoperatingmodels.With

overthreedecadesofexperience

acrossindustryandconsulting,she

helpsorganizationsdrivegrowthandnavigatecomplextransformations.

Sheisknownforshapingcapabilities,operatingmodelsandculturesthat

enablelong‑termgrowth.

JenniferDucarre

SeniorManager,

AccentureResearch

JenniferDucarreleadsAccenture’s

globalconsumerinsightsteam,

bringingaconsumerperspective

toconversationsondisruption,

technologyandgrowthacross

consumerindustries.Withovera

decadeofexperienceinconsumer

insightsandstrategy,shefocusesonhowAIandagenticcommerceare

reshapingconsumerexpectations,behaviorsanddecision‑making.

ContentsConsumerPulseResearch2026

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ThefutureconsumerspeaksthroughtheirAIagent.

Areyoulistening?

Page4

Theneweraofconsumer

delegation

Thedelegationdial:Who’schoosingnow–andhow?

FromexecutingtodecidingtopurchasingautonomouslyWhatmakesconsumersdialdelegationup—ordown?

WhatittakesforAIagentstoearnmainstreamtrust

Page7

Thevaluereset:

Threeshiftsbrandscan’tignore

Shift1:Valueisexposednow.Soisitsabsence.Thereisnowheretohide

Shift2:Valuewillpivot.Thedecisionlayeristhenewbattleground.

Shift3:Newvaluewillbecreated.Thebrandsthatwinheartsandinfluencealgorithmswillcaptureit.

Page14

Thenewrulesofbrandvalue

Rule1:Knowyourconsumerinthemoment,

thenbuildsomethingworthchoosing

Rule2:Competeforinfluenceasthe

consumerjourneygetsmediated

Rule3:Rewirethebusinessaroundtheconsumerpromise

Page27

Page32

Theconsumerhasspoken.Nowit’syourmove.

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Thefutureconsumerspeaksthrough

theirAIagent.

Areyoulistening?

Consumersarerewritingtherulesofbrandvalue.Overwhelmedbytoomanyoptions,toolittletimeandtoomuchfineprint,peopleareturningtoAIandgoingfurtherthanmostbrandleadersexpect.

Oursurveyof25,590consumersacross16countriesfindsthatnearlythreein

74%

wouldtrusta

personalAIagentmorethantheir

bestfriendtomakeapurchaseon

theirbehalf.

four(74%)wouldtrustapersonalAIagentmorethantheirbestfriendtomakeapurchaseontheirbehalf.Notachatbot.Notasearchengine.AnAIagentthatacts,decidesandbuysattheirinstruction.

Thedesirefordelegationisalreadytakingshape.Threeinfour(74%)consumerswouldletanAIagenthandleroutinetasks;oneinthree(32%)arereadytohandoverpurchasedecisions;and9%areopentofullyautonomousshopping,beforethetechnologyisfullyoperational.

Thisismorethanashiftinhowpeopleshop.AIagentswillrewritetherules

ofbrandvalueandshapewhatgetspurchased,when,whereandbywhom,

redefiningtherelationshipbetweenconsumersandthebrandsandretailers

theychoose.AIagentswillexposeweakpropositions,eliminatefrictionand

routedemandtowherevervalueisclearestandmostdeliverable.Valuebuiltonhabit,confusionorthelimitsofhumanattentionwillnotjusterode—itwillbe

removedfromindustriesentirely.Newvaluewillbecreatedbythosethattrulyunderstandanddeliveronconsumerintent.

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Asnapshotofourresearch

Accenture’sConsumerPulseResearch,nowinitsseventh

year,examineshowevolvingconsumersentiment,behaviorsandexpectationsarereshapingindustriesandredefining

brandrelationships.The2026editionoffersinsightsinto

consumerreadinessforAIagentsandimplicationsforthe

consumer‑brandrelationship,withaparticularfocuson

consumergoodsandservices,retail,travel,automative,

telecommunications,insuranceandutilitiesindustries.The

researchteamsurveyedarepresentativesampleof25,590

consumersin16countries:Australia,Brazil,Canada,Chile,

France,Germany,India,Italy,Japan,MainlandChinaand

HongKong,Mexico,Spain,Sweden,UnitedArabEmirates,

UnitedKingdomandUnitedStates.Qualitativeinterviews

wereconductedwith50respondentsfrom5countries

(Brazil,HongKong,India,UnitedKingdomandUnitedStates).Refertothe‘AbouttheResearch’sectionattheendofthis

reportfordetailsonourmethodology.Unlessotherwisestated,alldataincludedinthisreportisfromthisstudy.

Consumersarenothandingovereverything.Ourresearchshowstheyare

delegatingthepartsofshoppingthatfeellikeworkandholdingontothe

choicesthatcarrypersonalmeaning.Morethanhalf(56%)ofallconsumers

wouldinstructtheirAIagentonwhichbrandstoconsider,but37%of

behaviorallyloyalconsumerswouldletanagentswitchbrandsforabetterfit.Loyaltystillexists.Butnowitisconditional,enforcedbyanagentworkingontheconsumer’sbehalf.

Theburningquestionforeveryconsumerbrandandretailer:wherewillvaluebecreated,andwherewillitbeexposedasconsumersdelegatemoretoAIagents?Theanswerunfoldsintheshiftsrewritingvaluecreation.Threerulesdeterminewhetheryourbrandisbuilttocaptureit.

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Thenewlanguageofconsumerchoice

Generative(gen)AIassistant:Aconversationaltool

consumersusetoaskquestions,compareoptions,getrecommendationsandcreatecontent.Itrespondswhenprompted.Theconsumerdriveseverystep.

AIagent:Softwarethatactsonaconsumer’sbehalfwithinsetpermissions.Itshops,negotiates,resolves,subscribesand,atthefurthestendofdelegation,buysautonomously.Theconsumersetstheboundaries,andtheagentoperatesinsidethem.

ActiveAIusers:IndividualswhousegenAItoolsatleastonceaweekintheirpersonaland/orprofessionallife.

Delegationdial:Thespectrumofwaysconsumershandovertasks,decisionsoractionstoanAIagent,from

executingspecificinstructionstomakingautonomouspurchasesontheirbehalf.

Agenticecosystem:Theemergingnetworkofplatforms,retailers,brands,specialistagents,orchestrators,

facilitationpartnersanddataprovidersthatagentsdrawon.

Throughoutthisreport,“AIagent”or“agent”referstoconsumer‑facing

AIagents—distinctfromenterpriseorworkplaceAI—unlessstatedotherwise.

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01

Theneweraofconsumerdelegation

Thedelegationdial:Who’schoosingnow–andhow?

Lastyear,wediscoveredthatgenAIwasbuildinganemotionalconnectionwithconsumersandthattheyplacedasurprisingleveloftrustinitsproductrecommendations.1Now,consumersaredecidinghowmuchfurtherthey

wantAIagentsinvolved:fromhelpingthemmakedecisions,tochoosingforthem,toactingentirelyontheirbehalf.Today,85%areopentocollaborationwithanAIagentand,amongactiveusers,genAIhasalreadyovertakenthephysicalstoreasthenumberonediscoverychannel.

WhiletrustinAIrecommendationsisabaselineacrossallstages,thedriversofreadinessevolve.Personalizationbecomescriticalasagentsmake

decisions,andperceivedimpartialityemergesasakeyrequirementwhenconsumersconsiderfullyautonomouspurchasing(basedonanalysisbyAccentureResearch).

GenAIisalreadythe#1discoverychannelforactiveusers.

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Figure1:Consumerreadinessdiffersbylevelofagenticautonomy

Source:AccentureConsumerPulseResearch2026

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Fromexecutingtodecidingtoautonomouspurchasing

Ourresearchshowsseveraldistinctstagesofdelegation,but

thejourneyisn’tlinear.Consumersadjustthe“delegationdial”witheachdecision,categoryandmoment,sometimeshandingoverthereinsandkeepingcontrolatothertimes.

Taskexecution

Seventy‑fourpercentofsurveyedconsumerssaytheywould

instructanagenttoperformspecifictaskssuchasnegotiatingdeals,resolvingcomplaints,renewingsubscriptionsorreordering.

Theagentactsstrictlyoninstructions.Theconsumerremainsfullyinthelead.

Sampleconsumerprompt:“Organizeareturnformyshoes.”

Consumercommentfrominterviews:“IwouldwantanAIagenttofindthecheaperversionofaproductormanagereturnsforme.”

UK,GenZparticipant

Delegateddecision‑making

Thirty‑twopercentofconsumerswouldaskanagenttomakea

purchasedecisionontheirbehalfwithindefinedboundaries,suchasbudgetandpreferences.Theagentchoosesthebestavailableoption.Theconsumermaintainsoversight,validatingtheagent’schoicebeforeapprovingpayment.

Sampleconsumerprompt:“Chooseafamily‑friendlyholiday

under$2,000inMaythatyouknowmykidsandhusbandwilllove.I’llcheckandapproveit.”

Consumercommentfrominterviews:“IliketheideaofitallbeingdonebyanAIagent,butIwanttoapproveitbeforeit’sofficially

purchased.Iwanttoreviewthechoicesthatweremadeonmybehalftomakesurethatthey’reaccurateandthatthey’rewhatIreallywant.”US,GenXparticipant

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Autonomouspurchasing

Ninepercentofconsumerswouldempoweranagenttoact

autonomouslywithindefinedboundaries,initiatingandcompleting

thepurchasingprocess.Theagentbecomesatrustedproxy.Andwithnearlyoneinthree(31%)sayingthatexperimentingwithlow‑cost,

low‑riskpurchaseswouldmakethemmorecomfortablemovingtowardautonomousagents,consumerreadinesscouldgrowfast.

Sampleconsumerprompt:“Takeovermygroceryshopping.Becreativewithmealplansbutstickto$200aweekandmyfamily’sfoodpreferences.”

Consumercommentfrominterviews:“IwantanagenttotakealistoffoodsthatIwant,turnthatintoalistwithinabudget,buythemformeandhavethemdeliveredtomydoor.”US,GenZparticipant

Whatmakesconsumersdialdelegationup—ordown?

Delegationhaslimits,andthoselimitsrevealwhatconsumersreally

careabout.The“delegationdial”isnotsimplyafunctionofhowhardor

stressfuladecisionfeels.Itreflectshowmuchpersonalmeaninga

consumerattachestoit.Consumershandoffchoicesthatfeellikehassle,evencomplexones,aslongastheoutcomedoesnotcarrypersonal

weight.Theyholdontochoicestiedtoidentity,relationshipsor

self‑expression,evenwhenthosechoicesarestraightforward,andsometimessimplybecausethesearchitselfispartofthepleasure.

Thetypeofpurchasematters(Figure2onthenextpage).Recurring

servicesleadateverystageofdelegation,whilelifestyleandtravel

purchasesshowthesteepestdeclineasautonomyincreases.Butmeaningmatterstoo,andthisvariesbyindividual.Thesamepersonwhohappily

delegatesagroceryrestockmightrefusetoletanagentreplacetheir

weeklyvisittothefarmer’smarket.Understandingwhereconsumers

drawthatline,andwhy,isjustasstrategicallyimportantasunderstandingwheretheyembracedelegation.

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Figure2:OpennesstoAIagents,bymaturitylevelandpurchasetypeRankingvsotherpurchasetypesand%ofopenness,allconsumers

Purchasetyperanking(%openesstodelegation)

#1(78.9%)

#1(36.1%)

#1(12.5%)

#1(88.4%)

(insurance,telco,utilities)

Routinereplenishment

(groceries,drugs,homecare)

Discretionaryspending

(alcoholicbeverages,snacks,takeout)

Lifestyle(beauty,fashion,electronics)

Travel(hotels,flights)

Recurringservices

#2(86.9%)

#2(74.4%)#2(30.8%)

#2(8.6%)

#3(86.2%)

#3(74.0%)

#4(70.1%)

#5(68.8%)

#3(30.3%)

#4(30.2%)

#5(29.5%)

#3(8.2%)

#4(8.1%)

#5(7.0%)

#4(81.0%)

#5(80.2%)

CollaborationTaskexecutionDelegated

decision‑making

Autonomouspurchasing

Source:AccentureConsumerPulseResearch2026

*basedon15categoriesgroupedintofivepurchasetypes

Consumercommentfrominterviews:“I’dfeelcomfortableiftheAIagent

handlednormalgrocerypurchases,likedetergent,bleach,toiletcleanerorrice,becauseit’sroutineandboring—especiallyifitfindsthelowestpriceorbestdeal.Butholidaysaretotallydifferent.It’sfineifithandlesplaneticketsorthemeparktickets,butwhenitcomestochoosingahotelroom,Iwanttodecideformyself.Thelittledetailsmatter—theview,theposition,thefeeloftheroom.Ineedto

makethosedecisions.”HongKong,Millennialparticipant

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WhatittakesforAIagentstoearnmainstreamtrust?

Opennesstodelegationvariesacrossthejourney,andthebarriersare

specific(Figure3).Paymentspresentthehighesthurdlewithonly12%open

toagentsmakingpurchasedecisionsautonomously.Butonceprotections

suchasdatasafeguards,configurablepermissions,instantoverrideandclearrecourseareinplace,fullautomationcouldtakeofffasterthanexpected.2

Almostoneinthreesayasuccessfullow‑riskpurchasewouldmakethem

morecomfortablemovingtowardfullyautonomouspurchasing.Wheretrustdoesconcentrateistelling:consumersaremostopentoagentautonomy

innegotiationandpost‑purchase,thestageswhereeffortishighestandemotionalstakesarelowest.

Figure3:PropensitytodelegateactionstoAIagentsacrosstheconsumerjourney

Scorescalculatedforallconsumers

Score/Degreeofdelegation

g

PathtopurchasePurchasePost-purchase

0.54

0.52

0.50

0.48

0.46

0.44

0.42

0.40

0.38

Managingthepost‑purchaseexperience

Stagesofconsumerjourney

Bookingthedelivery/startdate

Negotiation

anddealfinding

Managingcustomerservice

Making

paymentdecisions

Completingthepurchase

Deciding

wheretobuy

Deciding

whattobuy

Discoveringoptions

Promptingtheneed

Managinloyalty

Source:AccentureConsumerPulseResearch2026

Note:Scoresarecalculatedusingaweightedsystem(3=“PersonalAIagenthandlescompletely,noneedformetobeinvolved”;2=“PersonalAIagentdoesthisstepinde‑

pendently,butIvalidatebeforeAItakesaction”;1=“Iwouldwanttoworkwiththeagentonthisstep”;0=“IwouldnotinvolveapersonalAIagent;Iprefertohandleitmyself“).Thefinalscore(0–1)representstheweightedaveragenormalizedbythemaximumpossiblescore.

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Whatbuildsthattrust?Platformreputation,perceivedneutrality,clear

reasoningandconsistentdeliveryofbetter,morepersonalizedoutcomes.

Onceearned,itextendsfarbeyondthetransactionandit’sintegrationintodailylife,signalingameaningfultransferofresponsibilitytotheplatforms

thatearnit.EightypercentofconsumerswouldconsiderdelegatingatleastonedailyactivitytoapersonalAIagent,andaboutaquarterofactivegenAIuserswantittohelpmanagereal‑lifeinteractions,includingcommunicatingontheirbehalf.

Crucially,thattrustdoesnotstaycontainedtotheagentitself.Itflowstothebrandstheagentchooses—andawayfromtheonesitdoesn’t.Thedynamicmirrorsoneconsumersalreadyknow:arecommendationfromasourceyoutrustcarriesweight.Whenitleadstoagoodoutcome,youtrustitmore.

Whenitleadstoabadone,youquestionthesourceandfeellesskindlytowardthebrandthatletyoudown.

Agentsworkthesameway.

Arecommendationfromawell‑regardedagentcarries

realcredibility.Apooroneerodesit—fortheagentand

forthebranditrecommends.Forbrands,theimplicationisclear:befindable,beaccurate,showupwhenyouaretherightfitandstepasidewhenyouarenot.Butthisrunsdeeperthanvisibility.Itreshapestheverybasisonwhichbrandshavealwayscreatedvalue.

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02

Thevaluereset:

Threeshiftsbrandscan’tignore

Shift1

Valueisexposednow.

Soisitsabsence.

Thereisnowheretohide.

ConsumersalreadyletgenAIshapetheirspendingbehaviors:71%expect

71%

ofallconsumers

expectgenAI

toinfluenceat

leasthalfoftheir

spendingdecisionsoverthenext

12months.

genAItoinfluenceatleasthalfoftheirspendingdecisionsoverthenext

12months.Whenitcomestoinstructingagentstomakedecisions,43%putbudgetandvalueatthetopofthelist.

AIagentswillworkcontinuouslyontheconsumer’sbehalf—combining

persistence,precisionandperfectrecall.Theywillbreakbrandsdownintocomparablecomponents,testclaimsagainstrealityanddirectspending

towardthebestoutcomes.Figure4bringsthistolifebyshowinghowArlo,amarriedLondonerinhismid‑thirties,reliesonhisAIagent,tohelpplanabirthdaysurpriseandachieveabetteroutcomesthanhemighthavedonehimself.TheAIagentisalwayson,translatingArlo’sneedsintosignalsandparsingthroughoptionstofindthebestsolutions.

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Forconsumers,thatmeansthegapbetweenwhatabrandpromises

andwhatitactuallydeliverswillbevisibleinstantly.Weakdifferentiation,inflatedpricingandpoorproductfitwillbeexposedfasterthanany

humancouldspotthem.Greatmarketinghasbeenhidingamultitudeofsins.Agentswillsurfacethemall.

Forretailers,thisraisesthestakesfurther.Agentsarenowcompeting

directlytoguidetheconsumer’schoice—whichmeansunderstanding

shopperintentmorepreciselythaneverbeforeandbuildingthe

infrastructuretomeetthoseneedsinthemoment,beforetheagentfindssomeonewhocan.

Figure4

WhatArloexperiences—

Seamless,human,continuousconversation

WhattheAIAgentisdoing—

Alwayson,alwaysmulti‑tasking

2:00‑6:00am‑Overnightco-ordination

Mealplans,recipesandgroceryneedsreconciled

GrocerydeliveryrescheduledaroundArlo’scalendar

Restaurantandexperienceavailabilitymonitoring

Flightpricevolatilitytrackingacrosspreferredroutes

Loyaltybenefitsandbookingwindowsevaluation

Fulfilmentreliabilityrescoresacrosssuppliers

ArloAIAgent

6:30am‑Breakfast

Halfasleep,Arloismakinghiscoffee…

IseverythingreadyforSarah’s

surprisedinnerSaturday?

Everything’slinedup.Imovedthegrocery

deliveryuptoFridaymorningandaddedthe

Bordeauxshelikedlasttime.

Goodidea

Arlosays,glancingatthemirror—thensighs.

Ireallyneedtolooklesstiredbythisweekend.

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AIAgent

6:00‑8:00am‑Morningcontextbuilding

Preferencegraphupdatesfromrecentbehaviorandroutines

Traveltimingandhoteloptionsreprioritize

Producttrustsignalsweightedagainstuserreviews

Wellnessandgroomingrecommendationsfilteragainstlifestylepatterns

Budget,convenienceandqualitytrade‑offsbalance

Cross-servicecoordinationrefinement

8:00am‑2:00pm‑Ambientorchestration

·Giftandexperienceoptionsre‑rankedaroundevolvingintent

Trustedreviewsweightedagainstlow-confidencerecommendations

Tasteandpreferencepatternsinferredcontextually

Inventoryandreservationavailabilitymonitoring

Itineraryflexibilityrecalculatedaroundevolvingplans

·Cross‑category

recommendationsrefinement

Arlo

8:00am‑Morningcommute

Stuckintraffic,ArlochecksinwithhisAIagent

How’sBarcelonalooking?

Good.Ilockedthingsinbeforepricesclimbedagain.You’llbeinaquieterhotel,butstillcloseenoughtowalkeverywhere.

Perfect

Arlosmiles.

Arlo三

2:00pm‑BetweenmeetingsArlochecksinwithhisAIagent

Hey,canwelookatgiftideasforSarah?

Ifolloweduponyourcraftsuggestionand

foundasmallceramicsworkshopinBarcelonathatfeelsveryher.Seewhatyouthink.

Arloscanstheimagesandreplies

Great.Let’sbookthat.I’llneedabirthdaycardtoo.

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AIAgent

2:00‑6:00pm‑Decisionrefinement

Experiencesfilteragainstinferredtasteandsentiment

Travelitineraryadjustsaroundnewreservations

Beautyrecommendationsrefinedagainstsleep,travelandusagepatterns

Deliverytimingwindowsoptimizedaroundupcomingevents

Low-confidenceproductsandexperiencesarefilteredout

Trustandrelevancescoresrecalculation

6:00‑11:00pm‑Evening

Reservations,deliveriesanditineraryupdatessynchronizedsilently

·Confirmationflowscoordinatedacrossconnectedservices

Preferenceandintentsignalsupdatefromdailyinteractions

Timingwindowsadaptaroundevolvingplans

Futurerecommendationsreprioritizebasedonbehavioralcues

Trustandrelevancemodelsrecalibrateovernight

Arlo三

5:30pm‑Drivehome

Gotamoment?Ifoundaneyeserumthatkeepssurfacinginroutinesfrompeoplewithtravel

andsleeppatternslikeyours.Thereviewsarepositive,it’sonsaleandcanarrivetomorrow.

Arlolaughs

Thatbad,huh?Okay,let’sgetit.

Arlo三

10:00pm‑WindingdownArloisscollinginbed

Saturday’salltakencareof.Everyone’s

confirmed,theworkshopisbooked,andthecardandserumarrivetomorrowmorning.

Arloscanstheimagesandreplies

Perfect.Goodnight.

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Consumercommentfrominterviews:“AnidealizedselfmeanstomeshoppingforthepersonthatIwouldliketobe…IfIwasshoppingformyidealizedself,I’dpossiblyhaveanextremelyhealthymenu,noultraprocessedfoods,somethingthatwouldalignwiththegoalsofwhatmyidealselfwouldlooklike.”

UK,Millennialparticipant

Sixty‑threepercentofconsumerswantagentstoshopfortheir“idealizedself,”supportinggoalslikemakinghealthierchoices,stayingonbudgetorupgradingmoreintentionally.Thisisnotjustoptimization.Itisaspiration.Consumers

aretellingustheywanttobebetterversionsofthemselves,andtheybelieveagentscanhelpthemgetthere.

Ononehand,agentsm