Talk to my AI agent : the new rules of brand value. Consumer Pulse Research 2026

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      <subfield code="a">Are you listening? The future consumer speaks through their AI agent -- The new era of consumer delegation -- The value reset: Three shifts brands can't ignore -- The new rules of brand value -- The consumer has spoken. Now it's your move.</subfield>
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      <subfield code="a">The report explores how consumer use of AI agents is reshaping brand value and purchase decisions. Based on a 2026 survey of 25,590 consumers in 16 countries and qualitative interviews, it finds rising trust in AI agents for tasks, delegated decisions, and even autonomous purchases. It introduces the delegation dial, shows where consumers will hand over decisions, and outlines barriers and enablers of trust. The report identifies three shifts: value transparency driven by agents, competition moving to the decision layer, and the need to win both human emotion and algorithmic visibility. It provides rules for brands: know intent in the moment and deliver verifiable propositions, compete earlier where agents mediate choices, and rewire operations to keep promises. Implications span retail, consumer goods, travel, telecom, insurance, and utilities.</subfield>
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