According to a new report from Accenture, AI agents are poised to fundamentally transform the relationship between consumers and brands. Rather than simply helping consumers search for products or compare options, AI agents are increasingly acting on their behalf, by researching products, evaluating alternatives, making recommendations, and completing purchases.
The report suggests that as AI adoption accelerates, traditional customer journeys will become less linear and more automated. Consumers are expected to rely on AI agents to save time, reduce complexity, and make more informed decisions. As a result, factors such as product data accuracy, transparency, trust, and digital accessibility will become increasingly important, as AI agents will rely on this information when recommending products and services. Brands that fail to optimize for AI-driven discovery risk becoming less visible in future purchasing journeys.
For loyalty and customer experience leaders, the rise of AI agents presents both opportunities and challenges. While AI can help deliver more personalized and efficient experiences, it also shifts some influence away from brands and consumers themselves. Organizations will need to rethink how they engage customers, differentiate their offerings, and ensure their products and experiences are positioned to be selected by both human shoppers and the AI agents increasingly acting on their behalf.
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