AI agents set to overhaul brand loyalty and decision‑making

A recent Accenture study finds that 90% of users would switch to a different brand if an AI agent recommends a better option, and up to 45% expect to move half of their purchases into AI‑mediated ecosystems within the next 18–24 months. Executives foresee AI agents becoming the primary audience for brand content, overtaking traditional search engines. The report warns that even minor friction—such as outdated inventory data or unclear return policies—could cause 86% of AI‑mediated transactions to be abandoned in favor of a competitor, urging brands to optimise digital infrastructure for flawless AI interaction.

Separately, commentators stress that despite AI’s growing influence, human expertise must remain the final authority in high‑risk domains such as medicine, engineering, law and ethics. They argue that AI lacks legal responsibility and ethical judgement, and its outputs should always be audited by qualified professionals to avoid costly errors or biased outcomes. The consensus is that AI should serve as a supportive tool, not a substitute for human decision‑making.