How AI-driven shopping redefines brand loyalty in HK

As consumer reliance on artificial intelligence deepens, shoppers in Hong Kong are increasingly delegating their buying decisions to personal AI agents.

According to Accenture’s Consumer Pulse Survey 2026, local consumers are ready to hand AI agents an expanded role in their shopping journey—provided they retain final control over key decisions. Around 80% of respondents stated they would allow an AI agent to negotiate deals, resolve customer service complaints, reorder products, or renew subscriptions, as long as human oversight remains in place.

Indeed, AI agents are embedding themselves into the core retail landscape, with three-quarters of local consumers expecting AI to influence at least half of their spending in a given product category over the next 12 months.

Given Hong Kong consumers are highly digital, time-conscious, and efficiency-driven, AI is increasingly viewed as a trusted decision engine because it can compare options, process vast amounts of information and personalise recommendations faster than any individual, according to Natalie Chan, director, branded experience and partnerships at Hasbro (APAC).

What we're seeing is not emotional trust, but functional trust at scale.

“If an AI agent can instantly compare price, features, and customer reviews, brands must continuously earn their place in the recommendation set,” she added. “The brands most shielded from AI-driven switching will be those with strong emotional equity. Consumers don't choose well-established brands purely on product specs—they choose them because of the stories, memories, and connections attached to them.”

Gian Chan, associate director, Sanrio Global Asia, said Hong Kong consumers are progressively becoming more familiar with digital interactions and place a high value on the efficiency, precision, and personalised experiences that AI can provide. "The perception that AI offers unbiased, data-driven recommendations helps to minimise emotional biases and enhances its perceived objectivity."

Real-time relevance and value

As shoppers lean on algorithm-led recommendations, brand loyalty faces a fundamental shift. Lars Maehler, client lead at Publicis Media Hong Kong and head of Digitas Hong Kong, noted that this marks the end of “unexamined loyalty,” rather than the death of brand affinity itself.

"Brands that deliver clear, superior value will still win. Those relying only on habit or emotional equity will lose ground to AI agents optimising for performance, price, and fit. Visibility in AI recommendation systems will increasingly influence which brands get surfaced and which customers decide to spend money with."

Traditionally, brand loyalty was built through familiarity, routine, and repeat purchases. In an AI-assisted environment, however, products are continually evaluated on real-time relevance and value.

Rose Tsang, senior vice president of media management and delivery at WPP Media Hong Kong, pointed out that while consumers still value brands they trust, loyalty can no longer be taken for granted. 

"Consumers can compare alternatives more easily than before, and AI is likely to accelerate that behaviour," Tsang explained.

In an AI-assisted environment, brands may increasingly be compared on relevance, value, and how well they meet a consumer's needs at a particular moment.

In short, shelf presence and historic visibility are no longer sufficient moats. "If an AI agent can instantly compare price, features, and customer reviews, brands must continuously earn their place in the recommendation set," Hasbro’s Chan added.

While conventional brand loyalty has often been grounded in emotional connection and identity, AI’s capacity to optimise value and relevance in real time can challenge that loyalty, said Sanrio's Chan. "Consumers are increasingly likely to prioritise utility and personalisation over brand affinity, resulting in a more transactional loyalty model."

"However, brands that proactively adapt by integrating AI-driven personalisation and fostering emotional engagement can still cultivate strong loyalty - it's a matter of evolution, not obsolescence. The key is to leverage AI to enhance, rather than replace, the emotional bonds that underpin long-term customer relationships," she added.

Balancing AI and human touch

While AI agents may dictate what consumers buy, industry experts stress that technology will not replace why they care. 

Karen Ho, managing director, Greater China, Assembly Global said it could be the end of unearned loyalty. 

"We've probably all bought certain brands because they're familiar, we've used them before, or we haven't had a strong enough reason to look elsewhere. AI makes that comparison incredibly easy. If another product's better suited to my needs, offers better value or has stronger reviews, my AI agent can surface it immediately. That puts far more pressure on brands whose loyalty is built on habit rather than genuine preference."

But genuinely strong brands become more important, not less, she added. "We don't make every decision based purely on specifications, ratings or price. Trust, experience, identity, aspiration and how a brand makes us feel still play a powerful role in what we choose."

Hasbro's Chan said, “As purchase decisions become automated, emotional assets—such as strong IP, immersive experiences, and authentic brand communities—will become even more crucial. The brands that win will be those that are both AI-recommended and human-loved.”

Furthermore, functional trust in AI has its limits. WPP’s Tsang noted that while consumers embrace AI for speed and convenience in practical tasks, human judgment remains paramount for high-stakes purchases. “When decisions become more personal, emotional, or expensive, consumers still want human reassurance,” she said.

This shifts the role of physical retail and human touchpoints from transactional to experiential.

Publicis’ Maehler advised brick-and-mortar stores to stop competing with AI on information and convenience, and instead double down on sensory, irreplaceable experiences. "Floor space should prioritise discovery and try-before-you-buy," Maehler said. "Staff should shift from transactional helpers to experience curators who add emotional and contextual value."

Echoing his thoughts was Sanrio's Chan, who said retail spaces can foster joy and community through immersive layouts, product storytelling, and consultative service that AI simply cannot replicate.

"Staff roles can shift from transactional to consultative, emphasising personalised, high-touch service that AI cannot replicate such as styling advice, product storytelling, or hands on experiences. Store layouts can be designed to encourage interaction, discovery, and socialisation, transforming physical spaces into destinations for memorable moments that strengthen brand affinity beyond mere transactions," she added.

Related articles:

HK shoppers trust AI more than best friends for purchases
HK shoppers embrace AI, but trust gap halts automated purchases