Consumers are expecting even better experiences from brands, especially during challenging economic conditions. Research conducted by Adobe found that consumers not only want lower prices and better experiences but also expect brands to deliver these things responsibly and sustainably. Nearly a year later, ahead of Adobe Summit in Las Vegas, Luc Dammann, President EMEA at Adobe, revealed that brands are still struggling to meet consumer expectations in a digital-first world with uncertain macro environments. Consumer sensitivity towards responsible use of technology, particularly generative AI, remains a key concern for brands.
However, new research released by Adobe shows a significant shift in consumer acceptance and usage of generative AI in their personal lives. The Age of Generative AI research surveyed 2,000 UK consumers and found that nearly three-quarters have used generative AI in some capacity. This indicates that generative AI has not only captured the interest of the general public but has also become a valuable tool in everyday life. The findings suggest that consumers are not only accepting but embracing generative AI and recognize its potential to improve customer experiences.
The data from the research also highlights how consumers believe generative AI will impact their interactions with brands. A significant percentage of retail shoppers have already experienced an improved online shopping experience due to generative AI, and many consumers are more likely to purchase from brands that use this technology. Additionally, the majority of consumers believe that generative AI can lead to faster and better customer service, lower prices, more personalized interactions, and more exciting and creative experiences. These findings suggest that consumers are aware of the benefits of generative AI and are adjusting their expectations accordingly.
The implications for brands are clear – they must leverage generative AI to enhance both their service and customer experience. Failure to do so could jeopardize the relationships they have with their customers. With consumer expectations evolving rapidly, brands must prioritize responsible use of technology and ensure they are meeting the demands of the digital-first consumer. As technology continues to advance, brands must be prepared to adapt and innovate in order to stay competitive and maintain consumer trust.
Overall, the research from Adobe underscores the importance of brands keeping up with consumer expectations and leveraging emerging technologies like generative AI to enhance customer experiences. By prioritizing responsible use of technology and staying ahead of consumer trends, brands can build stronger relationships with their customers and drive growth in an increasingly competitive market.
