Generative AI Is Redefining Consumer Behavior and Brand Engagement, Accenture Study Finds

Generative artificial intelligence (Gen AI) is playing an increasingly influential role in purchasing behavior, directly shaping consumer choices. According to Accenture’s latest report, 72% of consumers already use Gen AI tools frequently, and half of active users have made purchases based on AI recommendations.

Moreover, 1 in 10 consumers now consider AI to be the most trustworthy source for purchase decisions.

The report, titled "Me, My Brand, and AI: The New World of Consumer Engagement", is based on insights from over 18,000 respondents across 14 countries. It highlights a major shift: AI is no longer just a technological tool—it is becoming a personal companion, a guide, and soon, an autonomous agent acting on behalf of the consumer.

A significant 75% of active users are open to allowing AI to make purchases on their behalf, reflecting a deep behavioral transformation. 36% refer to AI as “a good friend”, and a striking 93% say they would rely on AI to help define their personal goals.

“Consumers are becoming more open to engaging with technology—especially when it simplifies their lives or offers meaningful recommendations. Generative AI is starting to play a real role in how people choose products or services.

For companies, this is a critical time to listen more carefully and build experiences that truly matter. At the same time, developing and using AI responsibly has never been more important,” said Raluca Burghelea, Country Managing Director, Accenture Romania.

The report also highlights a highly loyal new generation of consumers: 80% of Gen Z are enrolled in at least one loyalty program, compared to just 48% of baby boomers. This openness to long-term brand relationships presents vast opportunities for companies investing in personalized, authentic experiences.

“We long anticipated that AI would become the main guide in the consumer decision-making process. What’s surprising is just how fast this is happening, as people start to build emotional connections with these technologies,” added Oliver Wright, Global Consumer Industries Lead at Accenture.

Amid a global climate of economic uncertainty—54% of respondents report feeling unusually insecure—consumers are gravitating toward brands that offer empathetic, consistent, and relevant experiences.

As such, Gen AI is emerging as a key channel for product discovery and selection. Brands that fail to adapt risk being excluded from the consumer’s decision-making process entirely.

“In retail, generative AI is radically transforming how consumers discover, choose, and interact with brands. From personalized recommendations to autonomous purchasing, we’re entering a new era of commerce.

Major retailers and brands must be actively present in this new ecosystem—or risk being ignored altogether,” explained Jill Standish, Global Retail Lead at Accenture.

Despite the current economic challenges, brands that prioritize consumer experience and emotional connection stand to unlock substantial growth.

Specifically, emotionally engaged consumers are:

• 1.5 times more engaged overall
• 2.3 times more likely to recommend a brand online
• 1.7 times more willing to pay a premium price

Furthermore, 34% of consumers say they would switch from their preferred brand to one that offers a more personalized shopping experience.

Among loyalty program members, the likelihood of being emotionally or experientially driven in their purchase decisions is 1.6 times higher. They are also 1.4 times more likely to contribute feedback on new products and services, and more inclined to share information and engage in tailored brand experiences. (Photo: Accenture)