人工智能代理正在改变消费者的选择方式

The new rules of brand value Authors Ndidi Oteh Nevine El-Warraky Oliver Wright Chief Executive Officer,Song Senior Managing Director,Industry and Enterprise,Consumer Goods and Retail Senior Managing Director,Song, Consumer Goods,Retail and Travel Nevine El-Warrakyleads Songfor consumer industries globallyand brings deep expertise ingrowth strategy and marketingtransformation, advising clients oncommerce evolution and future‑readymarketing operating models. Withover three decades of experienceacross industry and consulting, shehelps organizations drive growth andnavigate complex transformations.She is known for shaping capabilities,operating models and cultures thatenable long‑term growth. Ndidi Otehleads Accenture Song,the world’s leading tech‑poweredcreative group. She is focused onhelping clients create customer growthstrategies, harmonized customerexperiences across design, marketing,customer service, commerce, salesand digital products. She is a memberof Accenture’s Global ManagementCommittee, Fast Company ImpactCouncil, Wall Street Journal CMOCouncil and National Association ofCorporate Directors (NACD). Oliver Wrightis a senior leader atAccenture, working with leadingconsumer industries companiesto shape growth, innovation andreinvention across the sector. Headvises executive teams on operatingmodels, digital commerce andAI‑driven transformation. He is knownfor shaping industry perspectivesand accelerating growth andmarket impact through ecosystemcollaboration and innovation at scale. Brett Leary Jennifer Ducarre Karen Fang Grant Senior Manager,Accenture Research Managing Director, Industryand Enterprise, Retail Managing Director,Accenture Research Brett Learyleads Accenture’sgenerative AI industry efforts for retailglobally, advising and partneringwith leading retailers to harness AIand agentic technologies. He helpsorganizations drive efficiency andreinvent customer experiences andoperations. He is known for a strongclient focus, applying advanced AIcapabilities to deliver tangible businessimpact at scale. Karen Fang Grantleads Accenture’sglobal industry research, with a team ofover 100 experts exploring consumertrends and market and technologydisruptions. She is known for shapingperspectives on the future of industries,coordinating research acrosssectors and identifying convergenceopportunities. She brings deepexpertise in consumer goods and retail,informing strategic decision‑makingthrough research insights. Jennifer Ducarreleads Accenture’sglobal consumer insights team,bringing a consumer perspectiveto conversations on disruption,technology and growth acrossconsumer industries. With over adecade of experience in consumerinsights and strategy, she focuses onhow AI and agentic commerce arereshaping consumer expectations,behaviors and decision‑making. 12 The future consumer speaksthrough their AI agent.Are you listening? Page 4 The new era of consumerdelegation Page 7 The delegation dial: Who’s choosing now – and how? From executing to deciding to purchasing autonomously What makes consumers dial delegation up—or down? What it takes for AI agents to earn mainstream trust 3 Page 14 The value reset:Three shifts brands can’t ignore Shift 1: Value is exposed now. So is its absence.There is nowhere to hide Shift 2: Value will pivot. The decision layeris the new battleground. Shift 3: New value will be created. The brands that winhearts and influence algorithms will capture it. The new rules of brand value Page 27 Rule 1: Know your consumer in the moment,then build something worth choosing Rule 2: Compete for influence as theconsumer journey gets mediated Rule 3: Rewire the business around the consumer promise 5 The consumer has spoken.Now it’s your move. Page 32 The future consumerspeaks throughtheir AI agent.Are you listening? Consumers are rewriting the rules of brand value. Overwhelmed by too manyoptions, too little time and too much fine print, people are turning to AI andgoing further than most brand leaders expect. Our survey of 25,590 consumers across 16 countries finds that nearly three infour (74%) would trust a personal AI agent more than their best friend to makea purchase on their behalf. Not a chatbot. Not a search engine. An AI agent thatacts, decides and buys at their instruction. 74%would trust apersonal AI agentmore than theirbest friend to makea purchase ontheir behalf. The desire for delegation is already taking shape. Three in four (74%) consumerswould let an AI agent handle routine tasks; one in three (32%) are ready to handover purchase decisions; and 9% are open to fully autonomous shopping, beforethe technology is fully operational. This is more than a shift in how people shop. AI agents will rewrite the rulesof brand value and shape what gets purchased, when, where and by whom,redefining the relationship between consumers and the brands and retailersthey choose. AI agents will expose weak propositions, eliminate friction androute d