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Artificial Intelligence (AI) has evolved from a mere tool for work into an integral part of everyday life. As the technology continues to advance, AI is being adopted not only for practical purposes but also as a personal influencer, shaping consumer behavior and decisions. A recent study from Accenture sheds light on how AI is becoming more than just a utilityāit’s transforming into a trusted advisor, friend, and even decision-maker in people’s lives.
The Rise of AI as a Personal Influencer
A new survey by Accenture titled the “Consumer Pulse Survey 2025” uncovers a fascinating shift in how consumers perceive and use AI. With 72% of consumers using AI tools regularly, the technology is becoming ingrained in everyday routines. The study highlights that a growing number of people view AI as more than just a helpful assistantāitās increasingly seen as a reliable companion. A striking 36% of AI users even consider their AI tools “a good friend.”
AI’s role has expanded beyond work and productivity. People are now turning to AI for personal adviceāwhether itās for relationships, personal goals, or even life decisions. Some users are even comfortable with AI making decisions on their behalf. According to the report, 94% of active AI users would consider asking AI for help with personal goals, and 87% are open to receiving relationship or social advice from AI.
How AI is Changing Consumer Behavior
The way consumers engage with AI is also changing. AI tools are no longer just about receiving recommendations or creating content; they are becoming powerful engines of consumer behavior. The technology is shaping what people want, expect, and how they make decisionsāespecially in purchasing. About 50% of users have relied on AI to make purchasing decisions, with AI surpassing social media and even friends and family as a trusted source for recommendations.
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The Accenture study reveals a major shift in the consumer landscape. As AI becomes more sophisticated, it is transforming into an influencer that shapes not just product choices but also personal behavior and relationships. This transition from functional AI to “agentic” AIācapable of making decisions autonomouslyāsignals a new era in digital consumerism. Consumers are no longer just passive recipients of information; they are interacting with AI in emotionally intelligent ways, forming connections that influence their purchasing decisions and lifestyle choices.
This trend is significant for brands and businesses. As AI becomes more ingrained in daily life, consumers will expect brands to provide personalized, AI-driven experiences. Traditional advertising methods are already becoming less effective. Instead of relying on static ads or traditional decision points, companies must now focus on creating meaningful relationships with their customers, facilitated by AI.
Brands that can leverage AIās capabilities to provide unique, tailored experiences will be at the forefront of this consumer revolution. Furthermore, businesses must pay attention to the emotional needs of users. As Accenture notes, a third of active users would switch AI brands if another made them feel more “special.” This highlights the importance of making consumers feel understood and valued by the technology they use.
Fact Checker Results
š Trust in AI: 72% of consumers use AI regularly, with 36% seeing it as a friend.
š Purchase Influence: AI has become a leading source for purchase recommendations, surpassing social media and even friends.
š AI in Decision-Making: 75% of consumers are open to AI personal shoppers understanding their needs.
Prediction
š” The Future of AI in Consumer Behavior: As AI continues to evolve, we predict that it will become an even more dominant force in shaping consumer behavior. Over the next five years, AI could become an indispensable decision-maker in every aspect of lifeāwhether it’s making purchases, planning personal goals, or offering relationship advice. Brands that integrate AI into their strategies in a personalized and emotional way will set the standard for the future of digital commerce.
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Reported By: www.zdnet.com
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