Consumers trust AI agents more than friends to make purchases
The next brand a consumer buys may not be chosen by the consumer, but by an AI agent.
The shift toward this new purchasing model is forcing companies to rethink how they build and demonstrate their value proposition.
AI agents are beginning to transform how brands compete for consumer preference. As these systems become capable of comparing options, evaluating information and making purchases autonomously, companies face a new challenge: convincing not only consumers but also the algorithms that may soon make purchasing decisions on their behalf.
A global study by Accenture, based on responses from more than 25,500 consumers across 16 countries, found that 74% of respondents would trust a personal AI agent more than their best friend to make a purchase on their behalf.
This shift marks a new phase in commerce. AI agents operate with persistence, precision and the ability to analyze large volumes of information, comparing alternatives and optimizing decisions without the limitations of human behavior.
In this environment, brand value built solely on recognition or advertising is beginning to give way to verifiable attributes such as price, quality and convenience.
According to Juan Carlos Palma, Creative Manager at Accenture Song:
”Brand value is now validated on two fronts at the same time: in the consumer’s mind through emotional connection and physical experiences, and in the AI agent’s evaluation through data optimization and convenience. Winning on only one of these fronts is no longer enough to compete in the Colombian market.”
Colombia accelerates the transition.
Colombia is emerging as one of the Latin American markets with favorable conditions for this transformation. The growth of e-commerce and the adoption of conversational shopping through chat platforms and mobile applications are laying the groundwork for broader use of AI agents in purchasing decisions.
At a time when households are paying closer attention to spending, the ability of these systems to compare prices and optimize budgets is becoming increasingly important.
Palma added:
”In Colombia, where consumers are highly price-sensitive and already accustomed to comparing offers across digital channels, the fact that 43% of people prioritize budget when configuring their AI is a clear signal for local retailers. AI agents will become the ultimate bargain hunters, comparing prices in real time across supermarkets and discount retail formats.”
Three changes for brands.
The study identifies three shifts that are expected to redefine relationships among consumers, brands and AI agents:
1) A reset of value.
AI agents will prioritize verifiable information over advertising-driven perceptions. With 43% of consumers prioritizing budget and real value, brands will need to demonstrate the quality and competitiveness of their products through measurable attributes.
2) A shift in value.
Purchasing decisions are expected to move toward algorithms capable of comparing multiple providers. Sixty-one percent of consumers would like an AI agent to shop across different supermarkets on their behalf, while 71% expect AI agents to organize entire trips, including flights, hotels and activities.
3) The creation of new value.
Although automation is gaining prominence, human experience continues to play a central role. Sixty-four percent of active AI users say the technology helps them feel better understood, raising expectations for brand experiences.
Experience remains a differentiator.
Despite the advance of automation, consumers continue to reserve decisions related to identity, personal enjoyment and experiences for themselves.
In this context, physical stores are evolving into spaces where customer experience becomes a key differentiator from routine purchases that may increasingly be delegated to AI agents.
According to Accenture, the growth of these systems marks the beginning of a new era for businesses. Building a strong brand will increasingly depend not only on creating emotional connections with consumers but also on offering information, pricing and value propositions capable of withstanding the scrutiny of AI agents.
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