[Accenture Survey] AI Shakes Brand Loyalty: One in Three Consumers Open to Switching from Beloved Brands

A new survey from Accenture reveals that AI agents are reshaping consumer purchasing behavior and shaking brand affinity. It found that more than one in three consumers, even those who have been loyal to a specific brand for years, would not hesitate to switch to another brand based on an AI agent's suggestion.

The latest consumer survey, 'Talk to my AI Agent,' conducted by Accenture with over 25,000 consumers in 16 countries (including 1,005 in Japan), examines consumer acceptance of AI agents and their impact on brand value, focusing on sectors like consumer goods & services, retail, travel, automotive, communications, insurance, and infrastructure.

The 2026 consumer survey clarifies that as AI agents permeate every aspect of purchasing, consumers will transition from 'seeking support' from agents to 'delegating decisions' and ultimately 'entrusting autonomous purchasing.' This trend is no exception in Japan, and the shift towards autonomous agents is expected to accelerate as successful experiences in relatively 'low-risk' purchases like daily necessities and groceries accumulate. In this changing landscape, 'trust' is shown to be the new competitive axis determining brand value.

- Approximately three in four consumers (74%, Japan: 75%) say they would trust a personalized AI agent more than their best friend to handle their shopping.
- About three in four consumers (74%, Japan: 60%) are open to entrusting purchasing-related 'tasks' such as price negotiation, complaint handling, and recurring orders or contract renewals to an agent, on the condition that they remain in control.
- Roughly one in three consumers (32%, Japan: 23%) indicates a willingness to entrust product selection to an agent within certain parameters like price and preference, assuming they make the final payment themselves.
- While full purchasing delegation to agents is not yet common, about one in ten consumers (9%, Japan: 5%) say they would let an agent handle autonomous shopping, including payment.
- About one in three consumers (31%, Japan: 32%) would be open to letting an agent handle purchases, including payment, if it can successfully manage 'low-risk' shopping like recurring orders for daily necessities, groceries, and cleaning supplies. This is conditional on safeguards like data protection, permission customization, instant cancellation, and clear compensation/response mechanisms for when problems arise.
- 71% of consumers (Japan: 59%) believe that within the next year, more than half of all their purchasing decisions will be influenced by AI.

Brand loyalty is at a major turning point. If a brand cannot be there at the moment the 'desire to buy' arises, it risks losing the affinity it has cultivated with consumers over many years. The signs are already appearing in the Japanese market.

- More than half of consumers (56%, Japan: 58%) say they would first ask an AI agent which brands to consider.
- Even among 'loyal customers' who consistently choose from a set of brands in a particular category, 37% (Japan: 34%) would accept switching to a new brand if an AI agent finds a better option, indicating that brand loyalty is wavering.

Consumers are becoming more purposeful in choosing physical purchasing touchpoints.

- 31% of consumers (Japan: 22%) see physical stores becoming even more important as places that create 'exciting experiences,' and 30% (Japan: 23%) believe face-to-face interaction is key to building trust with a brand.
- 40% of consumers (Japan: 39%) want to remain involved in at least part of the purchasing process, even while using AI agents, because they enjoy shopping itself or value the emotional connection to a brand.

Comment from Junichiro Kurokawa, Managing Director, Lead-Song, Japan, Accenture Japan Ltd.
'Agentic commerce' is also gaining traction in the Japanese market. If AI agents begin to autonomously handle everything from product comparison to optimal selection, payment, and even delivery and returns management on behalf of consumers, the traditional brand loyalty that companies have built over many years will be shaken in an instant.

The action required of companies is clear. To become a 'brand chosen by AI,' it is urgent to visualize brand value in a way that AI can evaluate, and to prepare for agent-mediated purchases, from inventory management and payment to delivery and after-sales service. At the same time, investing in the 'emotional connection with the brand' that consumers seek and in the customer experience at physical locations is also essential.

Such a response is not merely a localized marketing or technology issue but a company-wide transformation that redefines the entire business model. The skill with which companies handle this response will determine their brand competitiveness in the next generation.