NEW YORK — Consumers are forging unexpected emotional ties with generative AI (gen AI), reshaping how they shop. According to Accenture’s 2025 Consumer Pulse Survey, more than one-third (36%) of active gen AI users now consider the technology “a good friend,” with 93% relying on it for personal development advice and 1 in 10 calling it their most trusted source for purchase decisions.
These findings, detailed in the report “Me, my brand, and AI: The new world of consumer engagement,” suggest that Gen AI is not only a new kind of advisor but a rising digital influencer. Half of Gen AI users say they’ve made a purchase based on its recommendations, and 75% are open to using a trusted AI-powered personal shopper.
“For some time, our view has been that AI will become the most important guide for consumers to decide what and where they buy. Our findings confirm that this is happening faster than we expected because of the emotional bonds that humans are forming with AI,” said Oliver Wright, Accenture’s global lead for Consumer Industries.
“Retailers and brands now stand at the next inflection point with generative and agentic AI. This technology provides an unparalleled opportunity to steal a march on the competition by providing relatable and relevant experiences tailored to the individual in a more friendly and helpful way.”
The survey of 18,000 consumers across 14 countries also found that while uncertainty in daily life has surged, 54% of consumers reported it, up from 24% in December 2024, brands that offer emotionally resonant experiences can still thrive. Emotionally connected customers are 2.3 times more likely to recommend a brand and 1.7 times more willing to pay a premium.
Gen Z stands out for its brand loyalty. Eighty percent of Gen Z participate in loyalty programs (compared to 48% of Boomers), and members of such programs are more likely to engage with personalization, share data, and help refine new products.
“In retail, gen AI is reinventing how people shop, how businesses operate and how employees work, said Jill Standish, Accenture’s global lead for Retail. “Consider how traditional search methods are being disrupted and impacting the way retailers are discovered. In many ways we’re moving from Search Engine Optimization to Generative Engine Optimization as large language models become the new influencers, driving shopping decisions through recommendations.”
“As third-party LLMs expand their influence from discovery to conversion, consumer businesses need to actively engage. Do nothing, and retailers and brands risk being misrepresented, or worse, left out of the consumer consideration set altogether, Standish continues. “Instead, they must actively define their role within the LLM ecosystem—the network of models, platforms, data sources and integrations that shape how AI tools respond to consumer needs—and with it, shape the future of LLM platforms.”
