Indian consumers are increasingly open to using AI agents for shopping, with many willing to let AI discover products, compare options, and even make purchase decisions on their behalf, according to Accenture’s Consumer Pulse Survey 2026.
The report suggests that agentic commerce, where AI agents handle tasks such as product comparisons, purchases, delivery tracking, and returns, could reshape how consumers shop and how brands compete for customer attention.
The survey found that nearly 30% of consumers in India now use large language models as their primary channel for product discovery. Additionally, 94% said they would like to shop directly within generative AI tools, while 86% indicated they would rely on these tools for up to half of their purchasing decisions.
Consumer expectations are also shifting beyond convenience.
Around 70% of respondents said they would want AI agents to shop for their ‘idealized self,’ helping them make healthier choices, stay within budget, or purchase higher-quality products aligned with their personal goals.
The findings also point to potential changes in brand loyalty. While 59% of Indian consumers said they would instruct AI agents to consider their preferred brands, 36% said they would switch brands if an AI agent recommended a better option.
The survey further found that 90% of respondents would trust an AI agent over a close friend when making a purchase decision.
According to the report, businesses will need to adapt as AI becomes more involved in consumer purchasing. In the near term, companies may need to ensure their product information is machine-readable, pricing is transparent, and product claims are easily verifiable so that AI assistants can accurately evaluate and recommend their offerings.
Over the longer term, the report suggests that brands leading in specific categories could develop specialized AI agents capable of offering category-specific recommendations, personalized guidance, and integrated purchasing experiences, all based on customer data and domain expertise.
Ankur Chaudhary, MD and Lead, Products Group, India Business, Accenture, said, “India’s consumers are signaling that agentic commerce may scale faster than many businesses expect. As AI reshapes how products are discovered, evaluated, and purchased, brands must rethink how they compete, earn loyalty, and reimagine the customer journey for a world where AI agents influence decisions.”
He further added, “Those that move early to build trusted, AI-ready experiences will be better positioned to unlock growth and shape the next era of commerce.”
Tan Bee Leng, Chief Commercial Officer, The Ascott and Managing Director, Digital Ventures, CapitaLand Investment, said, “Ascott sees agentic commerce as one of the most significant opportunities to create value in hospitality. As AI agents increasingly influence how travel decisions are made, we are investing deliberately in the parts of the value chain that can drive the greatest impact from discovery and conversion to personalization and loyalty.”
She further added, “While technology will help us deliver more seamless and intuitive guest experiences, hospitality remains a people business. AI can enhance how we operate, but it is our associates who provide the warmth, empathy, and judgment that turn a stay into a heartfelt experience. As we move forward, we are investing in both the technology foundation and the capabilities of our people because the future of hospitality will need both.”
Vivek Luthra, Senior Managing Director and Lead, AI & 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.”
He further added, “Realizing that opportunity requires far more than reimagining consumer touchpoints. Organizations 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.”
