New research from Adobe- State of AI-driven Consumer Value has found out that while many brands are embracing generative AI to enhance consumer experiences, they are still being outpaced by consumer expectations.
The research was derived from an online survey comprising 402 marketers and 2,000 consumers, between February and May 2024, to understand how much value generative AI brings to brand interactions.
As per the research, while adoption of this emerging technology has been notable with 66% of Indian brands already using it, it is consumers who now want brands to speed up the adoption.
That said, with Indian brands leading APAC in AI maturity with seven in ten marketers indicating the need to embed generative AI into customer experiences as immediate, the Indian consumers are most likely to share this view wherein 81% expect brands to adopt generative AI by the end of the year.
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And even though consumers are keen for brands to embrace generative AI technology to improve the consumer experience, they still demand responsible implementation- most consumers (95%) and marketers (98%) agree that transparency of usage and sources is the most important consideration when a brand implements AI and privacy (61%) and clarity on how their data is used (46%) are also important to consumers.
Moreover, in addition to privacy and data security, a majority of consumers in India emphasize the importance of having a clear stance on ethics and bias.
Where consumers see untapped value for generative AI
The majority of consumers in India (90%) have seen their online shopping experiences boosted by generative AI and are looking forward to what’s next. This is specific in the areas of convenience, personalization and consumer support. Excitement is building for what future digital experiences could look like, especially for online shopping and travel.
For ecommerce, shoppers are most excited by generative AI’s ability to help design custom products, suggest ideas of what to do for special events and summarize service reviews and recommendations. Another feature on people’s wish list is being able to produce images of them wearing a product, with 91% of Indian consumers saying this would likely boost their confidence when making a purchase.
Consumers are also excited about generative AI’s ability to simplify the process of planning and partaking in travel. For example, generating price comparisons for travel options is the most appealing use case, followed by mapping out travel options based on personal preferences, recommending itineraries based on past travel and searches, and finding nearby amenities.
Top ecommerce enhancements
Top travel enhancements
“Generative AI is transforming consumer expectations at an unprecedented pace, particularly in India, where demand for hyper-personalized and unified brand experiences is unmatched. Our recent study highlights that while brands in India are at the forefront of adopting this transformative technology, consumers are eager for faster advancements that prioritize transparency, ethics, and responsible AI use. As we move ahead, GenAI will unlock a future where brands are empowered to meet the evolving aspiration of consumers with ease and accountability”, said Anindita Veluri, Director of Marketing, Adobe India.
