Generative AI is transforming consumer-brand relationships by becoming a trusted companion and advisor, prompting brands to adapt and maintain relevance while building loyalty.

• AI is evolving from a useful tool to a trusted guide, loyal companion and personal shopper.
• This shift is pushing brands to rethink how they show up in critical moments.
• Explore how generative AI is reshaping consumer-brand relationships—helping brands adapt, stay relevant and build trust and loyalty.

Consumers are forming emotional connections with AI

Generative AI (gen AI) is becoming a go-to for consumers in their daily lives. According to our research, more than one-third of active gen AI users now consider the technology a “good friend.” The implications for this fundamental shift on consumer brands are profound.

For our latest Consumer Pulse research, we surveyed 18,000 people across 14 countries to gain deep insight into how consumers are feeling and how AI is reshaping the interactions and relationships they have with brands. We found that gen AI is no longer just a tool for speed and personalization—it’s becoming a confidant and trusted advisor.

• 36% of active users now consider gen AI “a good friend”
• 87% of active gen AI users would consider asking gen AI for social and relationship advice
• 93% of active gen AI users seek (or would seek) advice on personal development goals

As AI embeds itself across the discovery, decision-making and purchase journey, brands risk being left out unless they adapt to consumers’ evolving expectations.

At the same time, more than half (54%) of consumers see uncertainty as the new normal. In these times, the brands that will grow are those that create experiences and connections that give consumers more confidence. These brands won’t just stay relevant—they’ll shape the future of AI-driven marketing and commerce.

The AI leap: A new era of consumer experience

Gen AI is rapidly changing how consumers engage with brands. Approximately half of consumers in our survey have made a purchase decision with the support of gen AI—making it the fastest-growing source of buying advice in the past year. And for active users, it’s now the second highest source for product recommendations after physical stores (see Figure 1).

With tools like ChatGPT, Perplexity and Claude becoming mainstream, 72% of consumers now interact with gen AI. Already, 30% of active gen AI users trust AI suggestions more than those from friends, retailers or search engines.

This shift is fueled by two key AI capabilities: empathy, where AI understands and learns from human sentiment; and autonomy, where it anticipates needs and takes action. These evolving capabilities are unlocking new experiences and business models, such as personalized health support or AI-driven meal planning (see Figure 2).

Me, my brand and AI: The new paradigm

The rules of engagement are changing as AI becomes a friend and ally to consumers. Brands that act now will be ready to shape the future of consumer engagement, with AI playing the role of a “friend” in three ways across the evolving consumer journey.

Winning hearts, minds and algorithms

Giving consumers the confidence to navigate both uncertainty and the new AI landscape will be brands’ strongest asset in fostering long-term relationships and loyalty.

The most successful brands will use AI to deepen relationships, improve service and reinforce what makes them unique, without losing the human touch. Key actions include strategically navigating LLM ecosystems, creating a dynamic customer experience and taking a holistic approach to AI agents.

The time to act is now. The investments brands make today will help them remain seen, relevant and indispensable in an AI-driven world.

Download the report at Accenture.