How AI is Creating a Polarization of Values for Today’s Consumers — and What Retailers Need to Know

As consumers increasingly turn to artificial intelligence agents for routine shopping decisions, many retailers fear AI could spark a ruthless race to the bottom on price.

The reality is much more nuanced.

According to Accenture’s latest global survey of more than 25,000 consumers, rather than simply and exclusively directing consumers to cheaper private labels, AI is actually creating what we’re calling “a polarization of values,” guiding shoppers to more expensive premium goods, too — as long as the quality is proven. With this new dynamic at play, here are four key takeaways that all retailers should keep in mind.

AI Can Increase Consumer Confidence for Premium Purchases

On one hand, agents may curb impulse spending. However, agents are also helping consumers upgrade purchases with confidence. In fact, roughly one in four active gen AI users have used the technology to purchase a pricier product because the technology increased their confidence in that choice. Furthermore, roughly one in four say AI has actually persuaded them to increase their basket size. In many cases, AI is fueling higher-dollar purchases and more purchases overall.

The implications of AI agents go well beyond individual purchase decisions. If agents consistently act on consumers’ best interests, the result could be a notable improvement in how (and what) people consume: healthier choices, less waste, fewer regretted purchases. Value built on friction or confusion will disappear. That’s why it’s so essential for retailers to make their offers clear, credible and easy for AI to evaluate, while simultaneously using AI internally to reduce friction, improve availability, deliver more consistent outcomes and, most importantly, avoid losing past loyalty.

You Can’t Assume Brand Loyalty Anymore

Our research found that more than one in three behaviorally loyal consumers — defined as those who choose from one to three preferred brands in a category and don’t stray from them — were willing to let an AI agent pass over their favorite brands for a better fit.

This is creating a make-or-break moment where complacency is a real risk. If brands fail to meet consumers at the moment of intent, they could be putting long-term brand affinity on the line. This means appealing to general AI agents and collaborating with retailers and their specific agents to ensure your brand isn’t just visible to them but also showing up at the point of purchase — all while still treating the physical retail space as a vital touchpoint.

Don’t Underestimate the Importance of Stores

It may be counterintuitive, but stores still matter, especially for moments tied to identity or self‑expression. Nearly a third of consumers say stores will become even more essential to delivering moments of joy, with 30 percent agreeing that in-person interactions are a powerful way to grow trust and connection, making shoppers more confident, inspired and understood.

Often, consumers delegate the parts of shopping that feel like work, such as routine groceries, and hold on to the choices that carry personal meaning, like selecting a hotel room with the perfect view or beauty products that reflect their style. In many ways, the moments consumers refuse to delegate become the moments that define a brand. The smartest retailers will deliberately invest in stores and experiences that deliver the special, human moments that technology can’t recreate, while leveraging AI to simplify the functional, routine side of shopping.

Consumers Are Giving AI Greater Autonomy

Approximately 32 percent of consumers are willing to let an agent make the ultimate purchasing decision on their behalf, before payment is made by the consumer, within defined boundaries such as price and preference. This is more than a shift in how people shop. AI agents are redefining the relationship between consumers and the brands and retailers they choose, shaping what gets purchased, when, where and by whom.

While fully autonomous trust isn’t widespread yet, it could be soon. Though not pervasive, it’s notable that, already, 9 percent of consumers would empower the agent to shop autonomously on their behalf, even completing purchases for them. That number is expected to continue to rise.

The future of brand loyalty belongs to those who view AI not as a threat to their margins but as a bridge to deepen consumer trust. By adapting to these new, tech-smart shopping habits today, brands can secure their place in the carts of tomorrow.

Brett Leary is managing director of gen AI transformation at Accenture.