Gen Z trust AI more than friends for buying advice

Accenture Song has published research suggesting consumers increasingly trust artificial intelligence over personal contacts for product recommendations, with the shift most pronounced among Gen Z shoppers.

The survey found that 74% of consumers would trust AI more than their best friend when deciding what to buy. Among Gen Z, that figure rose to 85%, compared with 58% for Gen X.

The findings suggest AI is moving beyond search and information and becoming a more direct influence on consumer spending. Some 71% of respondents expect generative AI to influence at least half of their spending over the next year.

That influence is already affecting purchase decisions. The research found that 26% of consumers had bought a more expensive product because AI increased their confidence, while the same share said AI recommendations had led them to increase the size of their basket.

Generational divide

Younger shoppers stood out across several measures. The study found that 86% of Gen Z respondents would use generative AI embedded in platforms, indicating a greater willingness to interact with AI in shopping and digital services.

It also found that 66% of Gen Z want AI to shop for their "idealised self", compared with 63% of consumers overall. The study said this suggests some consumers want AI to reflect not only product preferences but also their identity, aspirations and lifestyle.

Another sign of growing confidence in automated systems emerged in responses about delegation. Overall, 47% of respondents said they were open to letting an AI agent act completely autonomously for at least one stage of the consumer journey, rising to 66% among Gen Z.

The pattern points to a widening gap between younger consumers, who appear comfortable letting software guide or even make choices, and older groups, who remain more cautious. For retailers and brands, that may mean adapting to a market in which recommendations increasingly come from algorithms rather than search engines, social feeds or word of mouth.

Shift in discovery

Chris Mellish, Marketing Practise UKI at Accenture Song, said the findings marked a shift in how companies should think about customer acquisition and product visibility.

"For younger consumers in particular, AI is becoming a trusted source of advice, not just a tool for finding information," Mellish said.

He said businesses would need to reconsider long-established digital marketing assumptions.

"That changes the way businesses need to think about reaching customers. For years, brands have focused on being discoverable through search and social. Those channels will remain important, but they'll increasingly need to consider how their products are understood, evaluated and recommended by AI. Businesses should invest in clear product information and strong customer experiences so they will be better placed as the next generation of shoppers increasingly uses AI to research, compare and make purchasing decisions," Mellish said.

The research covered a broad range of consumer sectors, including grocery, snacks and drinks, alcohol, quick-service restaurants, beauty, fashion, pharmacies, home improvement, homecare, consumer electronics, travel, telecommunications, clean energy, automotive and insurance. That suggests the trend is not confined to a narrow category of online shopping but may be spreading across everyday and higher-value purchases.

Accenture said its analysis compared demographic factors such as age and income, as well as behavioural traits including technology use and brand preference. In addition to the survey, it carried out AI-moderated interviews with 50 consumers in five countries.

While the data points to stronger trust in AI-led advice, the results also underline a commercial challenge for brands. If shoppers rely on AI systems to narrow choices, compare products and suggest alternatives, companies may need to focus not only on persuading consumers directly but also on ensuring AI systems can accurately interpret and present their products.

For companies selling through digital channels, the stakes could be significant if recommendation engines become gatekeepers for discovery. The survey's finding that more than a quarter of consumers have already spent more or bought more after AI prompts suggests these tools are not just shaping attention but changing transaction values as well.