Organizations should strengthen their data and technology foundations as consumers across Asia-Pacific (APAC) increasingly embrace AI-led shopping, according to Accenture.
The recommendation comes as Accenture’s Consumer Pulse Survey 2026 found growing consumer interest in agentic commerce, where AI agents can compare products, evaluate information, complete purchases, and manage delivery and returns on a customer’s behalf.
The survey found that more than one in four consumers now use large language models (LLMs )as their No. 1 product discovery channel. Nine out of 10 respondents said they would like to shop directly inside generative AI tools, while eight in 10 said they are likely to listen to generative AI tools for 50% of their spending decisions.
Asked whether most organizations have the data quality and infrastructure needed for agentic commerce, Accenture said organizations are in varying stages of readiness.
“As AI agents begin making recommendations based on product information, pricing, availability, and reviews, brands will need more connected systems and trusted data across channels,” said Vivek Luthra, senior managing director and lead, AI & Data, Asia Oceania, Accenture. “Early movers that strengthen their data foundations and digital experiences will be better positioned to prove value in real time and earn the trust of consumers.”
Accenture also outlined the technologies organizations should prioritize before investing in AI shopping agents.
“Organizations should first strengthen their data, cloud and commerce foundations,” Luthra said. “That means investing in data governance, integrated product and customer data, real-time inventory and pricing, analytics, and privacy and security controls that will be essential cornerstones to deliver reliable AI agent-led experiences.”
The survey also found that 68% of consumers want AI agents to shop for their idealized self by supporting goals such as making healthier choices, staying on budget, or upgrading more intentionally.
Agentic commerce could also reshape brand loyalty. While 57% of consumers said they would instruct their AI agent which brands to consider, one in three said they would switch preferred brands if an AI agent said another brand was a better fit. In addition, 85% said they trust AI agents over best friends to make a purchase.
According to Accenture, businesses should initially focus on horizontal agents and become the “choice of agents.” The company said organizations can do this by ensuring product data is machine-readable, claims are verifiable, pricing is transparent, and customer experiences can be trusted by AI systems.
Over the longer term, Accenture said category-leading brands have an opportunity to build specialized vertical agents that consumers trust for advice, recommendations, and transactions within a specific category. To become the “agent of choice,” brands will need deep domain expertise, rich first-party customer data, industry-specific workflows, tailored recommendations, and integrated service and fulfillment capabilities.