These Are the 4 Personas Shaping Consumer Demand for Agentic AI, According to Salesforce Research

From ‘Minimalists’ to ‘Tastemakers,’ personas reveal consumer desire to simplify everyday life with agents

AI agents are rapidly changing how we work, but Salesforce’s latest research reveals that consumers are also looking to agentic AI to simplify their daily lives. The survey of 2,552 U.S. consumers identifies four distinct personality types interested in AI agents: The Life-Hacker; the Tastemaker; the Minimalist; and the Smarty Pants.

“Our findings reveal that consumer personas are as varied as the AI agents serving them,” said Vala Afshar, Chief Digital Evangelist, Salesforce. “The ability of agents to personalize services based on each individual’s traits will unlock incredible opportunities for both brands and consumers as this technology continues to scale.” 

While businesses are focused on the efficiencies that AI agents can unlock, the study found that most consumers favor tools, like AI agents, that help them reach better decisions, manage information overload, and make their lives easier. The study also reveals a rich landscape of opportunity for AI agents through these key personas: 

• The Smarty Pants (43%) who values informed decision-making
• The Minimalist (22%) who prioritizes simplification
• The Life-Hacker (16%) who seeks efficiency
• The Tastemaker (15%) who desires personalized recommendations

Why it matters: Consumers say the experience a company provides is as important as its products or services. Agentic AI is set to raise customer expectations even higher by making personalized, proactive, and conversational experiences the new standard. Businesses are under pressure to deliver this new standard of service, and knowing what motivates their consumers will be essential to delivering the premium, agentic experiences they expect. 

Salesforce perspective: “The study highlights the new and diverse ways consumers can make the most of AI agents, from taking tasks off their plate to making more informed decisions,” said Afshar. “Businesses would be wise to use these personas as a roadmap – to understand what their customers want and align agent development with these real-world consumer needs.” 

Personas by the numbers: 

1. The Smarty Pants (43% of respondents) The Smarty Pants, who values being well-informed, wants an AI agent to provide thorough analysis of options and present information clearly, facilitating confident and strategic decision-making.

• 53% want an AI agent to break down complex information in a way that makes sense to them.
• 52% can multitask when it’s necessary, but generally like to be strategic.
• 54% love finding helpful tools, but they always research all of their options for an informed decision. 
• When adopting a new gadget, these consumers tend to research a ton to learn as much as they can before using it. 

2. The Minimalist (22% of respondents) The predominantly Gen X/Boomer Minimalist, often less comfortable with AI, wants an agent to simplify decision-making and handle tasks, preferring a streamlined, low-stress approach to life.

• Over one-third (37%) want an AI agent to simplify decision-making and do things for them that help clear their plate.
• 64% are Gen X or Baby Boomers.
• 58% aren’t comfortable using AI tools.
• 42% prefer hacks that simplify their lifestyle as much as possible.

3. The Life-Hacker (16% of respondents) The tech-savvy Life-Hacker, comfortable with AI tools, wants an agent to maximize efficiency, multitask, and act as a personal project manager to get things done faster.

• 52% want an AI agent that helps them do things faster and maximize efficiency. 
• 56% are comfortable using AI tools. 
• 55% are always looking for ways to get more done in less time. 
• 57% love multitasking, always looking to combine tasks and save time.
• When making decisions, they want to make the smartest, most efficient decision possible. 

4. The Tastemaker (15% of respondents) The predominantly Gen Z/millennial Tastemaker wants an AI agent to provide personalized, curated recommendations for shows, restaurants, products, and more, aligning with their unique tastes and preferences.

• 40% want an AI agent to recommend the best shows, restaurants, or products tailored just to them.
• 54% are Gen Z or millennials. 
• 51% prefer thoughtful, curated suggestions over generic tips.
• When getting a hold of a new gadget, they’re personalizing every setting to match their unique needs.

Take the quiz:

More information:

• Read about the new paradox in agentic AI: Consumers are ready for agents. Are businesses?
• Read how Gen Z is adopting agentic AI for social shopping and car buying

Methodology: In partnership with YouGov, Salesforce conducted a double-blind survey among 2,552 general population adults 18+ in the U.S from April 3-April 7th, 2025.