In 2025, a quiet but profound revolution is underway: consumers are no longer just using AI—they’re bonding with it. Generative AI (gen AI), once seen as a novelty or productivity enhancer, has become a trusted guide, emotional companion, and even a digital delegate acting on behalf of people.

According to Accenture’s latest Consumer Pulse Research called “Me, my brand and AI: The new world of consumer engagement” 36% of active gen AI users now describe it as a “good friend,” and nearly 1 in 10 trust it more than any other source for making purchase decisions. This is not just a tech trend—it’s a societal shift with massive implications for how brands build loyalty, deliver experiences, and drive sustainable growth.

The Context: Uncertainty Meets Technological Transformation

The backdrop to this transformation is an increasingly anxious consumer landscape. The study reveals that 54% of consumers now view uncertainty as the “new normal”—a dramatic shift in mindset that has doubled in prevalence within just one year.

In such an environment, brand trust and loyalty are fragile. Yet, AI offers a new path forward—not by simplifying the consumer’s world, but by acting as an emotionally intelligent and proactive bridge between brands and people.

Chapter 1: The New Roles of AI in the Consumer Journey

Accenture categorizes the evolving consumer-AI relationship into three transformational roles:

1. AI as “My Trusted Guide”:

Gen AI tools are becoming the new influencers.

Natural language interfaces and LLMs (Large Language Models) are now mainstream. With intuitive, conversational UX, they are rapidly overtaking traditional search engines and even peer recommendations in consumer trust.

Key stats:

• 50% of active gen AI users have used it to inform a purchase decision.
• Gen AI ranks second among all sources of product recommendations (after physical stores), beating out search engines, social media, and even brand websites.

AI now acts as a real-time discovery engine—efficient, impartial, and tailored to individual preferences.

Brand Imperatives:

• Engage proactively with LLM platforms. Being absent from these ecosystems means being absent from the decision journey.
• Co-create AI content pipelines. For example, Mondelēz International uses gen AI to scale personalized content creation—customizing text, visuals, and even tone across markets and formats.
• Redefine discoverability. Traditional SEO must evolve into Generative Engine Optimization (GEO) to remain visible in AI-generated content.

2. AI as “My Loyal Companion”:

Emotionally intelligent AI creates deeper brand bonds.

Today’s consumers expect not just relevance but emotional resonance. They want AI—and the brands behind it—to understand them.

Key stats:

• 94% of active users are open to using AI for personal development advice.
• 87% would seek AI support for relationship or social matters.
• 34% of consumers say they’d switch from a preferred brand to one that “makes them feel special.”

In other words, transactional value is giving way to emotional utility.

Brand Opportunities:

• Move from personalization to proactivity. AI tools like Aaru (an agentic prediction engine) simulate future behaviors and help marketers stay one step ahead.
• Design human-centric interactions. 41% of consumers distrust AI-generated content lacking authenticity; 45% criticize it for lack of personality. Building emotionally rich AI personas is essential.
• Create immersive, multi-sensory touchpoints. Augmented reality, voice, and even tactile experiences (like smart devices and IoT) can bring digital interactions to life in ways that forge memory and meaning.
• Align internal systems. Connecting AI with supply chain, inventory, and fulfillment ensures consistency between recommendations and availability.

3. AI as “My Second Self”:

The age of autonomous AI agents is here.

Generative AI is evolving into agentic AI—capable of acting independently on behalf of consumers. From comparing products to completing transactions, these agents will increasingly operate without human intervention.

Key stats:

• 75% of consumers are ready to use an AI-powered personal shopper.
• These agents will bypass traditional touchpoints like banner ads or even brand websites—raising the stakes for brand discoverability and value perception.

If brands don’t provide clear, emotionally engaging differentiation, AI agents may commoditize their offerings—reducing decisions to specs and prices.

What Brands Must Do:

• Deliver experiences that AI can’t commoditize. Exclusive content, immersive storytelling, behind-the-scenes access, and physical/digital integrations (phygital) will matter more than ever.
• Build interoperable AI ecosystems. Consumers will expect their AI agents to work across brands and platforms. Collaboration, not isolation, will define winning brand strategies.
• Innovate with AI-powered services. Case in point: L’Oréal’s Noli—developed with Accenture—offers hyper-personalized skincare journeys, with AI agents helping customers plan, shop, and evaluate routines.

Chapter 2: Designing the Future of AI-Driven Engagement

Accenture outlines a clear roadmap for how brands can take control of their AI futures. It starts by redefining relevance and discoverability, then moves toward dynamic consumer engagement and trust-centered innovation.

Six Strategic Actions for Brands:

1. Engage Strategically in LLM Ecosystems

• Don’t be passive—build partnerships and shape how LLMs (like ChatGPT or Perplexity) represent your brand.
• Use real-time inventory and product data to enrich AI outputs.

2. Create Dynamic, Human-First Experiences

• Develop AI personas that reflect your brand voice, ethics, and emotional tone.
• Balance machine efficiency with human warmth.

3. Embrace Agentic AI Through Zero-Touch Journeys

• Redesign journeys where the consumer is not present but their AI is.
• Offer agent-exclusive perks and logic that AI agents can “understand.”

4. Leverage Brand Equity to Win Emotional Loyalty

• Build on legacy, purpose, and personality.
• Ensure every AI-mediated interaction reinforces your brand’s core values.

5. Activate Rich Consumer Data Responsibly

• Combine zero-party, first-party, and contextual data to create holistic profiles.
• Build trust through transparency, consent, and ethical data use.

6. Co-Create Experiences With Your Most Loyal Consumers

• Loyalty program members are 2x more likely to test new AI services and features.
• Use their feedback loops to train your models and refine your strategy.

Conclusion: Trust Is the New Currency. AI Is the New Touchpoint.

In an AI-powered world, brand relationships are no longer managed solely by marketers—they are co-managed by algorithms and agents acting on behalf of the consumer. To remain seen, chosen, and loved, brands must not only show up in the right places but show up in the right way.

The brands that will lead this new era will:

• Compete on emotional intelligence, not just price
• Deliver end-to-end experiences that feel intuitive, not intrusive
• Partner with AI—not just deploy it

As AI evolves from assistant to ally, the consumer-brand relationship must evolve too. The time to act is now.