People may not be ready to pay for AI, but they are definitely ready to use it. How they use AI, however, seems to be changing.
A new study of the consultancy acture reveals some insight how consumers look at AI and use it, and it is seen as much more than just a tool for work. Instead, AI is becoming an individual impressive person with whom users want a relationship.
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The number of this study suggests that as AI improves, people are fast relying on it with their personal life. They are asking techniques for relationship help, advice, professional incentives, and more. The connection is so strong that many people said that they will not consider AI as bad Decide for them,
The Accenture explained: “The beginning that started as a tool can provide personal product recommendations or help creating materials, quickly becoming a powerful engine of consumer behavior – people who want and expect, and how they buy.”
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Generative AI, which helps people decide, is giving way to the agent AI, which makes the decision autonomous.
Here are some notable takeaairs from the consumer Pulse Survey 2025 of the Accenture:
- About three-fourths (72%) consumers regularly use AI tools, considering 36% of them AI “a good friend”.
- People are emotionally attached to a human-like manner with intelligent AI. More than 94% of active users would consider asking AI to help with personal goals, and 87% said that they would have AI or AI for social advice. This emotional relationship is so important that more than a third of active users (34%) said that they would switch to each other from their favorite AI brand to another if it makes them feel special. The irony is that excessive AI is a common complaint from flattery users. Openai recalled a Chatgpt update about a month ago as it was “sycophancy”.
- One of the two people has used AI to make purchasing decisions. One in 10 people (9%) said that AI is the most reliable source of their information when it comes to making a purchase decision. When active AI users were asked from where they received the recommendations of the purchase, 19% said that the first place was a physical store, with 18% of people choose AI as their primary source, defeating social media and friends and family.
- Three-fourths (75%) consumers said they would be open to use AI individual shopkeepers who understand their needs.
Brands should focus on that last point. For many people, AI is becoming a friend who always knows what to suggest and can be trusted to work on their behalf. “AI is ready to be a decision-making in everyday conversation-to streamline tasks such as product comparis, checkouts and post-failure support,” Extended by Accenture.
Instead of the traditional forms of the advertisement, such as online banner advertising or in-store display, and traditional decision points such as price and specs that AI can determine the volume, a company will have to give consumers a compelling reason to interact with their brand. Exclusive access, unique materials and immersive experiences that provide lifestyle connections will be more important than basic product descriptions.
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Research was done among 18,000 consumers in 14 countries for this study.
