AI tests Hong Kong shoppers brand loyalty as 42% consider switching

Eighty-five percent would trust personal AI agents over friends for purchases.

About 42% of loyal Hong Kong shoppers would consider switching from preferred brands based on artificial intelligence (AI) recommendations.

According to Accenture's Consumer Pulse Survey 2026, which surveyed 755 Hong Kong consumers, 85% would trust a personal AI agent more than their best friend to make a purchase on their behalf.

“In a market as competitive as Hong Kong, brands can no longer assume loyalty,” said Robert Hah, Hong Kong office lead, Accenture Greater China. “Brands are feeling the pressure through abandoned carts, high return rates, eroding margins and continued spending to re-acquire the same customers.”

He said brands must become "visible, verifiable and trusted" by AI agents that are increasingly influencing purchasing decisions

Around 80% said they would allow an AI agent to negotiate deals, resolve complaints, reorder products, and renew subscriptions whilst retaining control over key decisions.

However, trust in fully autonomous shopping remains limited. Only 36% said they would let an AI agent make the final purchasing decision within defined limits such as price and personal preferences before they make payment, whilst just 6% would allow an AI agent to initiate and complete purchases independently.

Meanwhile, 26% said a successful low-risk purchase, such as reordering household essentials or buying routine groceries, would make them more comfortable with autonomous AI agents, provided safeguards such as data protection, configurable permissions, instant override functions, and clear recourse mechanisms are in place.

Additionally, three-quarters of respondents expect AI to influence at least half of their spending in a given category over the next 12 months.

Despite AI's growing role, consumers still value human interactions. Around 38% believe physical stores will become more important for creating moments of joy, whilst 26% said in-person interactions will remain important for building trust.

Meanwhile, 46% want to stay involved in at least one part of the shopping journey because they enjoy the experience or feel an emotional connection to a brand.

“Consumers across China are looking for greater confidence and less friction in their purchasing decisions,” said Christine Wang, lead, Song, Accenture Greater China. “AI agents can reduce the burden of searching, comparing and choosing, but they will also raise expectations for every brand interaction.”

She added that brands will need to build trust with both consumers and AI agents by staying relevant, delivering distinctive experiences and creating human connections that encourage repeat engagement.

The report also noted that businesses must make their products easier for AI agents to discover, assess and recommend.

This includes using machine-readable product data, verifying claims, providing transparent pricing and building trusted customer experiences.

Over time, businesses can develop specialised AI agents for recommendations and transactions by leveraging industry expertise, first-party data and integrated services.

“Agentic commerce represents a significant opportunity for businesses across Asia Pacific to create new customer value, delivering more relevant, seamless and intelligent experiences throughout the customer journey," said Vivek Luthra, senior managing director and lead, AI & Data, Asia Oceania, Accenture. "Realising that opportunity requires far more than reimagining consumer touchpoints."