AI could be toughest test of customer loyalty yet

From major brands to independent retailers serving communities across the country, AI agents are rapidly changing how consumers discover, compare, and even purchase products - unravelling traditional notions of brand loyalty and exposing retailers’ value in the process.

Our recent Accenture Consumer Pulse research found that nearly half (45per cent) of UK consumers would allow an AI agent to switch brands if it could demonstrate a better fit; this includes 38per cent of consumers who describe themselves as loyal customers.

For retailers, this should be a wake-up call. People are increasingly approaching purchases as a fresh evaluation of a product rather than simply a repeat decision; now, loyalty is earned when retailers continuously demonstrate their relevance, quality and value.

In a much more transparent marketplace, retailers will need to work harder to demonstrate why they deserve to be chosen. They must clearly differentiate their value in ways that are easier for both consumers and AI systems to recognise, whether that be pricing, sustainability creds, or delivery speed. With consumer trust in AI systems only growing (nearly seven in ten would trust an AI agent over their best friend to help make purchasing decisions*), retailers need to ensure their value is accurately represented across AI platforms. A recommendation from a trusted source carries weight, a poor one erodes trust in both the agent and for the retailer it recommends.

As trust in AI grows, so too does its role across the whole shopping journey. Visa recently announced it is integrating its payments network into AI shopping experiences, showing how these systems are evolving beyond discovery and recommendations, to facilitating transactions themselves.

While our research suggests this behaviour is in its early stages, with just one in ten willing to allow an agent shop entirely on their behalf, it points to a future where AI’s influence extends further into the purchasing process. As the distance between recommendation and transaction narrows, it becomes even more important for retailers to show up accurately within these intelligent systems.

But not every purchase will be affected equally. Big ticket purchases such as buying a car or a luxury watch are likely to remain deeply human choices shaped by emotion and personal preference. It’s the routine purchases that are more vulnerable and more likely to be delegated to AI agents. From groceries to household essentials, consumers may be less concerned with which retailer fulfils the order, provided their requirements are met.

Many Scottish retailers have built their success on qualities that are difficult to replicate, including expertise, personality and unique product offerings. Those strengths will still be just as important in an AI-driven marketplace, helping retailers stand out in ways that go beyond just price and convenience. Physical stores will also continue to play a role, giving consumers the opportunity to validate choices and experience products first-hand. As digital tools take on more transaction tasks, these human interactions may become fewer, but also inherently more valuable.

Scotland's retail sector has adapted to every major shift in consumer behaviour over the past two decades, and AI is simply the next chapter. But this one poses a new question: if AI agents are set to make purchasing decisions on our behalf, who exactly are retailers earning loyalty from?

Stuart Chalmers, Retail Lead and Scotland co-lead for Accenture in the UK