Consumers welcome AI personalisation but prefer a human touch

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 12, 2022, 10:00 AM GMT+0

Despite artificial intelligence (AI) making personalisation accessible on the scale, marketers must still work to offer personal and valuable interactions, according to

Though AI can automate marketing and customer care functions, customers prefer still prefer brands to communicate with them on a personal level. Given that 81% of consumers expect personalised communications and welcome AI to deliver those experiences, offering a human touch and AI-personalised communications can be advantageous.

58% of consumers prefer companies displaying product recommendations based on their search history. A majority(64%) also say having access to live people would improve customer service considerably. The sectors where respondents had the most favourable views on AI being used include entertainment (54%), shopping (51%), healthcare (48%), and advertising (44%).

Additionally, consumers' data privacy and how they share their information with companies online is a significant concern. But concerns around the implications of AI on online privacy are also very serious (81%).

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