AI breaks brand loyalty: almost half of Spaniards would replace their favorite with an agent’s recommendation

Half (51%) of consumers in Spain would tell an artificial intelligence agent which brands to consider during a purchase, but almost half (42%) of those who are loyal to a brand would allow an AI agent to change its usual brand for a better option.

The emergence of AI agents, systems capable of acting, deciding and executing purchases on the web following user instructions, is redefining the way consumers discover, compare and buy products, and testing brand loyalty.

This change is supported by a growing level of trust in AI, with 73 percent of consumers saying that You would trust an AI agent more than your best friend to make a purchase in his name. In this context, three out of four consumers (76%) are already open to having an AI agent perform commercial tasks, such as negotiating offers, resolving complaints, placing recurring orders or managing subscriptions, as long as they maintain final control.

Furthermore, 27 percent are willing to delegate the final decision to the agent purchase within certain limits, such as price or preferences. Meanwhile, 6 percent say they would allow a level of total autonomy, letting the AI ​​agent initiate and complete transactions on its own.

However, this evolution towards autonomy is progressive and conditional. 35 percent of consumers say that a positive experience with low-risk purchases, such as replenishment of basic household productswould make them feel more comfortable in using autonomous agents, but always with guarantees such as data protection, the possibility of immediate intervention and clear mechanisms in case of incidents.

This is shown by the results of the Accenture survey, ‘Consumer Pulse 2026’, collected in the report ‘Talk to my AI agent: The new rules of brand value’, based on more than 25,000 consumers in 16 countries to analyze. the impact of agentic AI on consumer habits and brand value.

The study reflects that the impact of AI on consumption will also be increasingly structural. 68 percent of consumers in Spain estimate that at least half of their spending in a given category will be influenced by AI in the next twelve months.

Despite this rise in automation, presence and human intervention will continue to be relevant. 27 percent of consumers believe that physical stores will gain importance as spaces to create positive experienceswhile 30 percent highlight the value of personal interaction to build trust.

Additionally, 45 percent want to continue participating in some phase of the purchasing process, either for the enjoyment of the experience or for their emotional connection with the brand.