From Tool To Trusted Advisor: The Rise In AI Shaping Consumer Behavior

It’s not just that AI use is becoming the norm … though that’s exactly what Accenture found in its recent survey of more than 18,000 consumers, with almost three-quarters (72%) using genAI tools regularly.

It’s not even that one in 10 consumers consider AI their single-most trusted shopping source in shopping, making it “the fastest-growing source for recommendations and advice in the past year.”

(Source: Accenture)

It’s that 36% of active users consider genAI to be a “good friend,” becoming what Accenture’s Me, My Brand And AI report says is a “confidant and trusted advisor.”

“What began as a tool that could provide personalized product recommendations or help create content is quickly becoming a powerful engine of consumer behavior,” says the report, “shaping what people want and expect, and how they buy.”

Accenture recommends shifting “from personalization to personalization” to anticipate needs, as well as making AI more authentic in its interactions and integrating it into supply chain data, particularly as 34% of those surveyed said they’d switch from a preferred brand to “one that makes them feel special.”

“As AI embeds itself across the discovery, decision-making and purchase journey, brands risk being left out unless they adapt to consumers’ evolving expectations,” says the report.

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