
Consumers are nervous about AI’s impact on their
privacy, judging by Engagement to Empowerment, a new global study by Merkle.
The respondents are concerned with:
- Whether
your data and privacy identity is being protected — 58%
- Whether the technology could be tracked or hijacked to cause harm — 57%
- Whether the
technology was recording you — 51%
- Whether the technology was tracking you (after you stop using it ) —50%
- Whether the technology put human
beings out of work — 50%
- Whether you could get support or help from a human — 49%
- Whether the technology
could provide you with the correct output or answer — 46%
- Whether the technology could understand what you want it to do — 46%
- Whether the technology was supervised or monitored by a human being — 44%
- Whether the technology was based (ethically, politically,
racially, etc.) — 41%
- Whether you could opt out of the technology — 39%
- Whether you could understand how
to use/interact with the technology — 38%
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AI aside, consumers seem fairly trusting about use of their customer data by brands:
- When
I interact with (category) I generally trust how that company is collecting and using my personal/customer data — 48%
- When a (category) brand tailors
communications to me personally, for instance, by showing me ads for products I have recently searched for, I generally find it useful or helpful — 45%
- When I interact with (category) brand, I think the company is mainly interested in using my personal/customer data to improve my customer experience — 38%
Email
remains a popular channel, even it it is a low-impact one.
Self-service checkout payment systems and personalized emails/messages are the most frequently experienced emerging tech that
consumers deem least impactful.
Still, those two functions are at the top of the usage list:
- Self service checkout/payment issues
- Personalized
emails or messages
- Brand/company mobile apps
- Customer loyalty or rewards program
- Personalized product/service
recommendations
- Chatbot or virtual assistant
- Personalized advertisement
- Smart-home devices/smart appliances
- Voice commerce (i.e., making a purchase vocally or on an audio device)
- Video chat platform
- Natural language processing (NLP)
platform
- Metaverse, artificial intelligence or virtual reality experiences
Merkle surveyed 2,100 consumers in 18 countries across North America, Europe
and the Asia-Pacific region in October-November 2023.