{"id":657161,"date":"2026-07-09T11:58:13","date_gmt":"2026-07-09T09:58:13","guid":{"rendered":"https://aivancity.ai/blog/?p=657161"},"modified":"2026-07-09T11:58:35","modified_gmt":"2026-07-09T09:58:35","slug":"achats-cadeaux-choix-du-quotidien-selon-une-etude-58-des-francais-font-confiance-a-lia","status":"publish","type":"post","link":"https://aivancity.ai/blog/achats-cadeaux-choix-du-quotidien-selon-une-etude-58-des-francais-font-confiance-a-lia/","title":{"rendered":"Achats, cadeaux, choix du quotidien : selon une étude, 58 % des Français font confiance à l’IA"},"content":{"rendered":"\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.<sup><a href=\"#ref1\">1</a></sup> This figure illustrates the rapidly evolving relationship between consumers and generative AI tools such as ChatGPT, Gemini, and Claude.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-ec4bf4cf8698876524203cbd0d772401\" style=\"color:#986e13\">When AI Becomes a Personal Advisor</h2>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">The rise of generative AI models has profoundly changed the way consumers search for information.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<p class=\"wp-block-paragraph\">In particular, AI can:</p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>compare several products;</li>\n\n\n\n<li>analyze hundreds of customer reviews;</li>\n\n\n\n<li>provide recommendations tailored to a budget;</li>\n\n\n\n<li>identify the best deals available;</li>\n\n\n\n<li>suggest relevant alternatives.</li>\n</ul>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">This ability to simplify decision-making partly explains why more and more consumers are incorporating AI into their shopping habits.</p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-d98da70f57ce4b8bb54e924b151f5f65\" style=\"color:#986e13\">58% of French people trust AI more than their best friend</h2>\n\n\n\n<p class=\"wp-block-paragraph\">The most striking finding of the Accenture study concerns the level of trust placed in artificial intelligence.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.<sup><a href=\"#ref1\">1</a></sup></p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">This figure may seem surprising at first glance. However, there are several factors that explain it.</p>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike a loved one, AI is perceived as:</p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>available at any time;</li>\n\n\n\n<li>capable of processing a large amount of information;</li>\n\n\n\n<li>less influenced by personal preferences;</li>\n\n\n\n<li>more objective in certain situations.</li>\n</ul>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">For many consumers, artificial intelligence is thus becoming a tool that can reduce uncertainty when making choices.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">This trend also reflects the growing trust placed in AI systems for recommendation and decision-making tasks.</p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-c8875929d5a019b3fa72bbf6d676ad1f\" style=\"color:#986e13\">The French, however, remain in control</h2>\n\n\n\n<p class=\"wp-block-paragraph\">However, the study shows that this trust has its limits.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.<sup>1</sup></p>\n\n\n\n<p class=\"wp-block-paragraph\">The figure is even lower when it comes to fully automating the transaction.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">Barely 10% of French people say they are willing to let artificial intelligence complete a purchase on its own.</p>\n\n\n\n<p class=\"wp-block-paragraph\">These results reveal an important distinction between assistance and delegation.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-0c086eeba4b561e463e712a567637142\" style=\"color:#986e13\">Brands are adapting to this new reality</h2>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">In response to these changing consumer behaviors, many companies are beginning to incorporate artificial intelligence into their customer journeys.</p>\n\n\n\n<p class=\"wp-block-paragraph\">In the retail sector, the goal is to make the shopping experience simpler, faster, and more personalized.</p>\n\n\n\n<p class=\"wp-block-paragraph\">Carrefour, for example, has already tested the integration of ChatGPT into certain services to help consumers:</p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>find recipe ideas;</li>\n\n\n\n<li>check a product's availability;</li>\n\n\n\n<li>pack a shopping basket;</li>\n\n\n\n<li>Select a shipping method.</li>\n</ul>\n\n\n\n<p class=\"wp-block-paragraph\">AI thus becomes a conversational interface capable of guiding the customer throughout their journey.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">This transformation could profoundly change the way retailers interact with their customers in the years to come.</p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-52fab60643d0db9e5947b97b0e3dd016\" style=\"color:#986e13\">An even stronger trend on a global scale</h2>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">The results observed in France are impressive, but they become even more striking when you look at the global data.</p>\n\n\n\n<p class=\"wp-block-paragraph\">Accenture's international study surveyed more than 25,000 consumers across 16 countries.<sup><a href=\"#ref1\" data-type=\"internal\" data-id=\"#ref1\">1</a></sup></p>\n\n\n\n<p class=\"wp-block-paragraph\">Globally:</p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>74% of respondents say they trust AI more than their best friend when making a purchase;</li>\n\n\n\n<li>32% would accept an AI making the final decision;</li>\n\n\n\n<li>9% would be willing to let an AI carry out a transaction on its own.</li>\n</ul>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">These figures show that the use of artificial intelligence in purchasing decisions is a global trend that extends far beyond the French market.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.<sup>1</sup></p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-c565544fbc4d0e95975dc765c6988bf0\" style=\"color:#986e13\">AI Is Becoming the New Digital Word of Mouth</h2>\n\n\n\n<p class=\"wp-block-paragraph\">Historically, word of mouth has always played a major role in business.</p>\n\n\n\n<p class=\"wp-block-paragraph\">Recommendations from friends, family, or coworkers had a strong influence on purchasing decisions.</p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, artificial intelligence seems to be gradually taking over part of this function.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">Thanks to its ability to analyze thousands of data points in real time, it can provide personalized recommendations that increasingly resemble human advice.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">Eventually, digital assistants could become permanent intermediaries between consumers and brands.</p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-dd2f6fc6a3b582efd0cdf74f1d2e04fe\" style=\"color:#986e13\">The Ethical Implications of AI-Driven Business</h2>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">This growing influence of artificial intelligence on purchasing decisions raises several important questions.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">The first concerns the transparency of recommendations. Do users really know why one product is recommended over another?</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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?</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">Another issue concerns the protection of personal data. To generate relevant recommendations, models must understand users’ preferences, habits, and sometimes even their purchasing intentions.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">The development of these new uses will therefore require a balance between personalization, transparency, and trust.</p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-1e2c6f6ee96e2ad40876f8214af8d534\" style=\"color:#986e13\">A New Relationship Between Consumers and Artificial Intelligence</h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Accenture study reveals a profound shift in consumer behavior.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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.</p>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">One thing is certain: in the years to come, shopping advice may come just as often from artificial intelligence as from a friend.</p>\n\n\n\n<h2 class=\"wp-block-heading has-text-color has-link-color wp-elements-51059293d6ca7238da826f4e8690abe2\" style=\"color:#0064c6\">Learn more </h2>\n\n\n\n<p class=\"text-justify wp-block-paragraph\">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<a href=\"https://aivancity.ai/en/blog/e-commerce-31-des-cyberacheteurs-francais-utilisent-lintelligence-artificielle/\">“E-commerce: 31% of French Online Shoppers Use Artificial Intelligence</a>,<strong> ”</strong> which analyzes how AI is already transforming online shopping habits—from product searches to personalized customer experiences, including purchase recommendations and automated sales assistance.</p>\n\n\n\n<h3 class=\"wp-block-heading text-justify has-text-color has-link-color wp-elements-9563d62d3a2a5bb3e04e421e0c2d68f4\" style=\"color:#5a5e83\">References</h3>\n\n\n\n<p id=\"ref1\" style=\"text-align:justify;\">1. Accenture. (2026). Me, My Brand, and AI: The New World of Consumer Engagement. <br/> <a href=\"https://www.accenture.com\" target=\"_blank\">https://www.accenture.com</a> </p>\n","protected":false},"excerpt":{"rendered":"<p>Choosing a birthday gift, comparing two smartphones, picking a vacation destination, or even planning your grocery shopping. For a long time, these decisions were influenced by advice from friends and family, recommendations from salespeople, or reviews…</p>\n","protected":false},"author":7,"featured_media":657166,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[29,60],"tags":[59],"class_list":["post-657161","post","type-post","status-publish","format-standard","has-post-thumbnail","category-etudes","category-ia-commerce","tag-parlonsia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https://yoast.com/product/yoast-seo-wordpress/ -->\n<title>58% of French people trust AI when making purchases</title>\n<meta name=\"description\" content=\"According to an Accenture study, 58% of French people trust AI more than their friends when making a purchasing decision. 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