More than a third (36%) of loyal travelers would let an AI agent switch their preferred hotel or airline for a better fit, according to Accenture’s latest Consumer Pulse Research, featured in the report “Talk to My AI Agent.” The report offers insights into consumer readiness for AI agents and implications for brand value. 

 Key signals for AI-driven commerce, according to the report included:

• 74% would trust an AI agent over a friend to make purchase decisions
• 71% expect AI to influence at least half of their travel spend in the next year
• 87% are open to collaborating with AI to find the best travel options

• More than half (55%) of travelers would instruct their AI agent on which brands to consider, but 36% of loyal travelers (those who typically choose from 1-3 preferred brands within a particular category- hotel/airline) would let an agent switch from their favorite brands for a better fit.
• 44% of travelers want to stay involved in at least one part of the journey because they enjoy the browsing experience or feel an emotional connection to the travel brand

Emily Weiss, global travel lead for Accenture, said that last year the company’s research showed that AI was becoming a common way for travelers to search for and plan trips. “Travelers are now not just using AI for ideas,” she said; “they are ready to let AI agents take action.” They set their preferences and limits, said Weiss, and then let the agent compare options, suggest choices and sometimes even complete the booking for them.

This changes how travelers choose brands, said Weiss. She added: “Loyalty is no longer assumed. Instead, brands are judged in the moment, on price, relevance and how well they meet the traveler’s needs.”

For travel companies, said Weiss, “the message is simple: be present where these AI agents are making decisions, make your offers easy to compare and understand and prove your value clearly.” At the same time, she said, “keep investing in the human experiences that build trust and emotional connection.”