Accenture’s latest Consumer Pulse Research, featured in the report “Talk to My AI Agent,” offers insights into consumer readiness for AI agents and implications for brand value. This media alert focuses on the travel sample (2,999 respondents).

KEY FINDINGS:
A shift is underway in travel, and it is not just about AI-powered trip planning. Travelers are increasingly willing to let AI agents influence, negotiate and even make booking decisions on their behalf, potentially reshaping how loyalty, discovery and brand preference work in the industry.