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Image Credit Accenture
Global Study Reveals Over One-Third of AI Users Consider It a ‘Good Friend’
The integration of generative AI (gen AI) into consumer lives is reshaping their relationships with brands, transitioning from mere tools to trusted advisors and even “good friends.” A comprehensive global study by Accenture involving 18,000 participants across 14 countries highlights this evolving dynamic, revealing significant implications for consumer engagement and brand strategies.
AI as a Trusted Companion
The study indicates a profound shift in consumer perception of AI. Over one-third of active gen AI users now view the technology as a “good friend,” underscoring the emotional connections being formed. This sentiment is further supported by the willingness of 87% of these users to seek social and relationship advice from AI, and 93% considering it for personal development guidance.
This emotional bond is pushing brands to rethink their engagement strategies. As AI becomes more embedded in the consumer decision-making process, brands risk obsolescence unless they adapt to these new expectations. The study suggests that in an era marked by uncertainty, brands that can forge confident, trust-based relationships with consumers will remain relevant and drive the future of AI-enhanced marketing and commerce.
The Rise of AI in Consumer Decision-Making
The research highlights that approximately half of the surveyed consumers have used gen AI to make purchase decisions, making it the fastest-growing source of buying advice over the past year. AI is now the second most relied upon source for product recommendations for active users, trailing only behind physical stores.
Trust in AI over friends, retailers, or even search engines is notable, with 30% of active gen AI users favoring AI suggestions. This trust is largely fueled by AI’s growing capabilities in empathy and autonomy, understanding human emotions and anticipating needs, unlocking new consumer experiences and business models.
Strategic Implications for Brands
As AI technologies like ChatGPT, Perplexity, and Claude gain mainstream acceptance, brands face the challenge of maintaining relevance. The study outlines several strategies for brands to adapt to this new reality:
1. Partner with AI platforms: Co-create engagement models that leverage AI’s capabilities to enhance consumer interaction.
2. Optimize content for AI: Improve discoverability and trust by aligning brand content with AI platforms, enhancing both visibility and credibility.
3. Reimagine consumer experiences: Transition from simple personalization to proactive, AI-driven consumer interactions that feel genuinely human and immersive.
4. Prepare for zero-touch engagement: Focus on creating unique, experiential offerings that can compete in an AI-driven market, not just on price but on emotional and experiential value.
The study underscores the necessity for brands to act swiftly to harness the potential of AI in shaping consumer engagement. By strategically navigating the evolving LLM ecosystems and enhancing the AI-driven customer experience, brands can foster deeper relationships, improve service quality, and maintain a crucial human touch in an increasingly AI-dependent world.
Discover more at Accenture.
