How Will Consumers Engage With Generative AI In The Future?
As my colleague Audrey Chee-Read summarized in a recent blog post, consumer adoption of generative AI (genAI) with brands will happen unnoticeably. As new AI-powered products in everyday technology devices like smartphones and laptops increase, 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.
Consumers will embrace brands’ usage of genAI to its full potential in three phases:
- Assistive phase. Consumers will initially use genAI to assist with a task but perform it themselves. This is the reactive phase, where brands must understand consumers’ preferences.
- Agentive phase. Consumers will give genAI permission to perform tasks for them.
- Empower phase. Consumers will gain a sense of control through genAI’s ability to analyze patterns and data. This will help them make better decisions about what they buy, subscribe to, or want to experience.
Clients who want to better anticipate the impact of genAI on consumers can access our new report, “The Future Of Consumer Use Of Generative AI,” and schedule a conversation with Audrey Chee-Read or myself to go into the details of what it means for their brands.
