Choosing a birthday gift, comparing two smartphones, picking a vacation destination, or even planning a grocery shopping trip. For a long time, these decisions were influenced by advice from friends and family, recommendations from salespeople, or reviews found online. Today, a new player is gradually making its mark in this process: artificial intelligence.
According to a study conducted by Accenture among French consumers, 58% of respondents say they trust AI more than their best friend when it comes to making a purchasing decision.1 This figure illustrates the rapidly evolving relationship between consumers and generative AI tools such as ChatGPT, Gemini, and Claude.
This trend does not mean that the French are completely giving up their free will. But it shows that artificial intelligence is gradually becoming a new source of recommendations capable of influencing everyday choices.
When AI Becomes a Personal Advisor
The rise of generative AI models has profoundly changed the way consumers search for information.
Until recently, making a purchase usually involved several steps: checking price comparison sites, reading reviews, asking friends and family for advice, or searching various websites.
Today, a simple question posed to ChatGPT, Gemini, or Claude can generate a personalized summary in just a few seconds that takes the user’s needs into account.
In particular, AI can:
- compare several products;
- analyze hundreds of customer reviews;
- provide recommendations tailored to a budget;
- identify the best deals available;
- suggest relevant alternatives.
This ability to simplify decision-making partly explains why more and more consumers are incorporating AI into their shopping habits.
58% of French people trust AI more than their best friend
The most striking finding of the Accenture study concerns the level of trust placed in artificial intelligence.
According to published data, 58% of French people surveyed say they would trust an AI more than their best friend when it comes to getting shopping advice.1
This figure may seem surprising at first glance. However, there are several factors that explain it.
Unlike a loved one, AI is perceived as:
- available at any time;
- capable of processing a large amount of information;
- less influenced by personal preferences;
- more objective in certain situations.
For many consumers, artificial intelligence is thus becoming a tool that can reduce uncertainty when making choices.
This trend also reflects the growing trust placed in AI systems for recommendation and decision-making tasks.
The French, however, remain in control
However, the study shows that this trust has its limits.
While 58% of respondents are willing to follow an AI’s recommendations, only 26% would be willing to let it make the final decision before making a purchase.1
The figure is even lower when it comes to fully automating the transaction.
Barely 10% of French people say they are willing to let artificial intelligence complete a purchase on its own.
These results reveal an important distinction between assistance and delegation.
Consumers seem to appreciate AI's ability to analyze and make recommendations. However, they want to retain control over the final decision and the payment.
This nuance reflects the current state of the relationship between humans and artificial intelligence: AI is seen as an advisor, but not yet as a decision-maker.
Brands are adapting to this new reality
In response to these changing consumer behaviors, many companies are beginning to incorporate artificial intelligence into their customer journeys.
In the retail sector, the goal is to make the shopping experience simpler, faster, and more personalized.
Carrefour, for example, has already tested the integration of ChatGPT into certain services to help consumers:
- find recipe ideas;
- check a product's availability;
- pack a shopping basket;
- Select a shipping method.
AI thus becomes a conversational interface capable of guiding the customer throughout their journey.
This transformation could profoundly change the way retailers interact with their customers in the years to come.
An even stronger trend on a global scale
The results observed in France are impressive, but they become even more striking when you look at the global data.
Accenture's international study surveyed more than 25,000 consumers across 16 countries.1
Globally:
- 74% of respondents say they trust AI more than their best friend when making a purchase;
- 32% would accept an AI making the final decision;
- 9% would be willing to let an AI carry out a transaction on its own.
These figures show that the use of artificial intelligence in purchasing decisions is a global trend that extends far beyond the French market.
According to Accenture, consumers are facing information overload, an ever-increasing number of choices, and a growing lack of time. In this context, AI emerges as a way to simplify decision-making and reduce the complexity of the purchasing journey.1
AI Is Becoming the New Digital Word of Mouth
Historically, word of mouth has always played a major role in business.
Recommendations from friends, family, or coworkers had a strong influence on purchasing decisions.
Today, artificial intelligence seems to be gradually taking over part of this function.
Thanks to its ability to analyze thousands of data points in real time, it can provide personalized recommendations that increasingly resemble human advice.
This trend is further driven by the rise of agent-based AI, which is capable not only of making recommendations but also of carrying out certain actions on behalf of the user.
Eventually, digital assistants could become permanent intermediaries between consumers and brands.
The Ethical Implications of AI-Driven Business
This growing influence of artificial intelligence on purchasing decisions raises several important questions.
The first concerns the transparency of recommendations. Do users really know why one product is recommended over another?
The second issue concerns commercial influence. If AI systems become intermediaries between brands and consumers, how can we ensure the impartiality of the advice they provide?
Another issue concerns the protection of personal data. To generate relevant recommendations, models must understand users’ preferences, habits, and sometimes even their purchasing intentions.
Finally, the emergence of AI agents capable of making purchases on their own raises the question of liability in the event of an error or a disputed decision.
The development of these new uses will therefore require a balance between personalization, transparency, and trust.
A New Relationship Between Consumers and Artificial Intelligence
The Accenture study reveals a profound shift in consumer behavior.
Artificial intelligence is no longer just a productivity tool or a conversational assistant. It is gradually becoming an advisor capable of influencing very concrete, everyday decisions.
Although the majority of consumers still want to retain the final say over their purchases, the numbers show that AI is rapidly gaining credibility as a recommendation tool.
The next challenge for companies will therefore be to create experiences that combine the effectiveness of algorithms with the trust and transparency that users expect.
One thing is certain: in the years to come, shopping advice may come just as often from artificial intelligence as from a friend.
Learn more
The growing use of artificial intelligence in purchasing decisions confirms that consumers are placing increasing importance on algorithm-generated recommendations. On a related topic, check out our article“E-commerce: 31% of French Online Shoppers Use Artificial Intelligence, ” which analyzes how AI is already transforming online shopping habits—from product searches to personalized customer experiences, including purchase recommendations and automated sales assistance.
References
1. Accenture. (2026). Me, My Brand, and AI: The New World of Consumer Engagement.
https://www.accenture.com