Awareness around generative AI (genAI) among consumers is peaking. According to Forrester’s July 2024 Consumer Pulse Survey, only 5% of US online adults and 8% in the UK have never heard of genAI. As awareness peaks and usage creeps, how will consumers engage with genAI in the future? Our just published report The Future Of Consumer Use Of Generative AI tackles this very question.
Consumer Adoption Of GenAI With Brands Will Happen Unnoticeably
As new AI-powered products in everyday technology devices, like smartphones and laptops increases, genAI will simply blend in as a native feature. As such, consumers will interact with genAI (and other AI products) seamlessly and unknowingly – shifting behaviors between brands and consumers at the same time.
As a result, marketers should expect that consumers will learn a new brand dialogue that will see:
- New multi-modal user interfaces that adapt to consumer context. Instead of navigating complex website menus and apps, the new user interface will mix text, image, video or voice – adapting to consumers’ context and generating relevant content and brand interactions. Consumers will be able to navigate brand interfaces with their question or idea in mind, rather than spending time exploring what the brand wants the consumer to find.
- An always on and more human-like conversational interfaces. Conversational marketing is not new, but genAI is accelerating its capability. GenAI will enable brands to talk to consumers on their own time (no more 9-5 PM ET time zones), in their own language and allow consumers to express multiple intents.
- A collapsed consumer lifecycle. Consumers will move from orchestrated journeys to conversational journeys – as consumers inject their own preferences and goals according to their own context, companies must grapple with giving up pre-determined paths and rigid touchpoints and channels.
To learn more about the future of how consumers will engage with genAI, the phases of how they will adopt, and what marketers need to watch out for, read our new report: The Future Of Consumer Use Of Generative AI or schedule a guidance session.
