HK shoppers trust AI more than best friends for purchases

Hong Kong shoppers are increasingly ready to let AI handle their shopping decisions, with 85% saying they would trust a personal AI agent more than their best friend to purchase on their behalf, according to Accenture's latest "Consumer pulse survey 2026".

The survey polled 25,590 consumers across 16 countries, including over 7,000 from Australia, Greater China, India and Japan. The Hong Kong findings are based on a sample of 755 consumers. It compared consumers across age, income, technology use and brand preference, with in‑depth analysis across 17 product categories.

The survey finds that Hong Kong consumers are ready to give personal AI agents a bigger role in shopping, as long as they stay in control of key decisions. Some 80% would let an AI negotiate deals, resolve complaints, reorder products or renew subscriptions, while keeping full oversight.

Trust, however, remains conditional. Consumers want safeguards before delegating more responsibility. Some 36% would allow an AI to make the final purchase decision within set limits, such as price and personal preferences, before they approve payment. Full autonomy is still early‑stage, with only 6% willing to let an AI initiate and complete purchases on their behalf.

Some 26% said a successful low‑risk purchase would boost comfort with autonomous AI, though they would still expect data safeguards, customisable permissions, instant override and clear recourse if outcomes fall short.

AI agents are putting established brand loyalty to the test

AI agents are becoming more integrated into the shopping journey. Three-quarters of consumers expect AI to influence at least half of their spending in a given category over the next 12 months.

As AI agents gain influence, brand loyalty may weaken. Half (50%) of consumers would tell an AI which brands to consider. However, 42% of behaviorally loyal consumers, who typically stick to one to three brands per category, would let an AI switch from their favorites for a better option.

Human experiences will continue to shape brand relationships, though consumers may be pickier. Some 38% say stores will matter more for joyful moments, 26% value in‑person interactions for trust, and 46% want to stay involved in at least one part of the shopping journey for enjoyment or emotional connection.

To capture the opportunities emerging from agentic commerce, the survey recommends businesses focus in the short term on becoming the "choice of agents." This means ensuring that horizontal agents, which help consumers discover, compare and buy products across categories, can find and assess their offerings. Product data should be machine‑readable, claims verifiable, pricing transparent and customer experiences trustworthy.

Over time, category leaders can develop specialised vertical agents for advice, recommendations and transactions. Becoming the “agent of choice” will require industry expertise, strong first-party data, tailored recommendations and integrated service and fulfillment.

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Robert Hah, Hong Kong office lead, Accenture Greater China, said: “In a market as competitive as Hong Kong, brands can no longer assume loyalty. Brands are feeling the pressure through abandoned carts, high return rates, eroding margins and continued spending to re-acquire the same customers. To stay competitive, they have to be visible, verifiable and trusted by the AI agents now shaping what people buy. Earning that trust will depend on consistent execution and demonstrable value.”

Christine Wang, lead, Song, Accenture Greater China, said: “Consumers across China are looking for greater confidence and less friction in their purchasing decisions. AI agents can reduce the burden of searching, comparing and choosing, but they will also raise expectations for every brand interaction. Brands will need to earn the trust of both consumers and AI agents by remaining relevant, delivering distinctive experiences and creating human connections that keep consumers coming back.”

Vivek Luthra, senior managing director and lead, AI and data, Asia Oceania, Accenture, said: “Agentic commerce represents a significant opportunity for businesses across Asia Pacific to create new customer value, delivering more relevant, seamless and intelligent experiences throughout the customer journey."

"Realising that opportunity requires far more than reimagining consumer touchpoints. Organisations will need to undertake an enterprise-wide reinvention bringing together marketing, sales, service, operations and technology teams, while investing in the capabilities, governance and operating models needed to scale AI-driven experiences and translate innovation into sustainable growth," Luthra added.

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