---
id: "entity-pwc-d3"
type: "entity"
entityType: "organization"
canonicalName: "PwC"
aliases: ["PricewaterhouseCoopers"]
canonical_url: "https://www.pwc.com"
source_timestamps: ["§ The Trust Gap is Measurable", "§ Author Bios"]
tags: ["consulting", "research"]
related: ["claim-trust-gap-measurable"]
source_url: "https://hbr.org/2026/02/how-brands-can-adapt-when-ai-agents-do-the-shopping"
source_title: "How Brands Can Adapt When AI Agents Do the Shopping"
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-ext-14-brands-adapt-ai-shopping"
sourceUrl: "https://hbr.org/2026/02/how-brands-can-adapt-when-ai-agents-do-the-shopping"
sourceTitle: "How Brands Can Adapt When AI Agents Do the Shopping"
---
# PwC

**Entity type:** organization · **Canonical name:** PwC · **Canonical URL:** https://www.pwc.com

PwC (PricewaterhouseCoopers) is the global **professional services firm** (audit, tax, consulting) where all four authors serve as **leaders and partners** — [[entity-ali-furman]], [[entity-ege-g-rdeniz]], [[entity-rima-safari]], and [[entity-remzi-ural]].

PwC conducted the **"2025 Future of Consumer Shopping Survey"** cited in the text, the source of the headline statistic behind [[claim-trust-gap-measurable]] (64% of respondents require at least one safeguard before letting an AI agent purchase for them).

> **Enrichment / canonical context.** PwC also publishes the *Voice of the Consumer* surveys and consumer-markets research referenced throughout the enrichment overlay, which emphasize AI-native real-time personalization, "clear guardrails" for AI shopping, explainable pricing, and trust/privacy as adoption drivers. Note: the enrichment could not fully confirm the exact **64%** figure or the precise "Future of Consumer Shopping Survey" label against public materials — the direction is supported; the specific number is treated as plausible-but-unverified (see [[claim-trust-gap-measurable]]).