There have numerous surveys asking
consumers what they think of AI. What bothers them about it?
Data privacy is their top concern, according to Consumer Perspectives On AI-Driven Brand Marketing, a new study
by Optimove. Yet most have at least somewhat positive feelings about use of the technology in marketing.
Of those polled, 55% have positive feelings, with 26% greatly
approving of AI’s impact in tailored messaging.
But they list these concerns about use of AI:
- Data privacy: I’m concerned
about how my data is used and stored — 34%
- Over-personalization: I don’t want to feel like every ad is watching me — 19%
- Losing the human touch: I prefer interaction with real people — 18%
- Inaccuracy: I’ve received irrelevant or wrong
recommendations — 14%
- None: I have no concerns about brands using AI — 15%
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Most consumers rate themselves as fairly savvy:
63% say they can tell if a company is marketing to them using AI, while the remaining 37% can’t.
But email teams should heed the results about personalization: there seem to be
some doubts. Consumers share these attitudes about personalization and AI:
- Very positive: It enhances my shopping experience —
27%
- Somewhat positive: It can be helpful, but it doesn’t always get it right — 24%
- Neutral: I
don’t have strong feelings either way — 25%
- Somewhat negative: It feels intrusive or not always relevant — 13%
- Very negative: I prefer
brands not to use AI in their marketing to me — 11%
Skeptics may question these results on several grounds. For one, how experienced are consumers at purchasing based on
AI recommendations?
Of those polled, 25% have done so many times, with AI often getting it right. Another 21% have done so a few times and say the recommendations are spot
on.
But 14% say they don’t trust or act on AI-generated recommendations, and 6% say they have not done this, although the suggestions have been interesting. And
34% were not aware when the message was AI-generated.
Do people trust brands that use AI in general? They say they:
- Strongly trust: I believe it
can provide better recommendations and improves my experience — 27%
- Trust to some extent: It can be good, but it depends on how the brand uses it — 22%
- Neutral: It doesn’t affect my trust in a brand — 28%
- Trust less: I’m skeptical about brands using AI in marketing —
13%
- Strongly distrust: I’m wary of any brand that uses AI for marketing — 10%
Optimove surveyed 305 U.S. consumers in November 2023. Of
the respondents, 51% were female and 49% male.