Generative artificial intelligence (Gen AI) is playing an increasingly important role in the buying process, directly influencing consumer behavior. According to Accenture’s latest study, 72 percent of consumers already frequently use such tools, and half of active users say they’ve purchased products based on AI recommendations. Moreover, 1 in 10 consumers now consider AI the most trustworthy source for making buying decisions.

The report, based on the opinions of over 18,000 respondents across 14 countries, shows how AI is no longer just a technical support tool but is becoming a personal partner – a guide, a companion, and soon, an autonomous agent acting on behalf of the consumer. 75 percent of active users are already open to letting AI make purchases for them, signaling a profound shift in consumer behavior. In fact, 36 percent of active users refer to AI as “a good friend,” and 93 percent are willing to use it to define their personal goals.

“Consumers are increasingly open to engaging with technology, especially when it simplifies their lives or offers them relevant recommendations. Generative AI is beginning to play a real role in how people choose products and services. For companies, it’s a great moment to listen more closely and create experiences that genuinely matter to people. At the same time, the responsible development and use of AI is more critical than ever,” said Raluca Burghelea, Country Managing Director at Accenture Romania.

The report also highlights a highly loyal consumer generation: 80 percent of Gen Z consumers are enrolled in at least one loyalty program, compared to just 48 percent of baby boomers. This openness to long-term relationships with brands offers massive opportunities for companies investing in personalized and authentic experiences.

“For a long time, we anticipated that AI would become the main guide in consumers’ decision-making processes. What’s surprising now is how quickly this is happening, as people begin forming emotional connections with these technologies,” said Oliver Wright, Global Consumer Industries Lead, Accenture.

In a climate of economic uncertainty – with 54 percent of respondents reporting an unusual sense of insecurity – consumers are gravitating toward brands that offer empathetic, consistent, and relevant experiences. Gen AI is emerging as a key channel for product discovery and selection, and brands that don’t adapt risk being left out of consumers’ decision-making processes.

“In retail, generative AI is radically transforming how consumers discover, choose, and interact with brands. From recommendations to automated shopping, we’re entering a new era of commerce. Major retailers and brands must be actively present in this new ecosystem, or they risk being completely ignored by consumers,” explained Jill Standish, Global Retail Lead, Accenture.

Despite current economic challenges, retailers and brands that prioritize enhancing consumer experience and building meaningful connections can still drive growth and unlock real benefits. Specifically, consumers are 1.5 times more engaged, 2.3 times more likely to recommend a brand online, and 1.7 times more willing to pay a premium price for a product when the buying experience is emotionally engaging.

Additionally, 34 percent of consumers say they would switch from a preferred brand to one offering personalized buying experiences. For those enrolled in loyalty programs, the likelihood of being emotionally or experientially influenced in their purchasing decision is 1.6 times higher; they are also 1.4 times more likely to contribute to the improvement of new products and services and are more inclined to share information and participate in personalized experiences.