There is a growing disconnect between how brands use AI for customer experience and the way consumers want to experience it, based on a brand new report from SAP Emarsys and Deloitte.
The “SAP Emarsys Global Consumer Products Engagement Report” (registration required) found 89% of consumer goods marketers within the United States say AI is crucial for acquiring recent customers and 86% say it’s critical for retention, but only 9% of consumers want more AI-led brand interactions.
Instead, 41% of consumers say they want more personalized deals and offers, not simulated conversations.
The report calls this the AI Engagement Paradox, which says while consumers depend on AI-powered experiences, trust and loyalty hinge on how that AI is deployed.
With 19% of consumer product brands already operating at this level today, the report warns that many risk falling behind unless they embrace the mix of data-driven automation and human-led storytelling that outline today’s Engagement Era.
Dig deeper: AI improves customer support only when it supports humans, not replaces them
The report also found U.S. CPG marketers face a definite challenge: 29% cite internal complexity, meaning siloed systems, fragmented tools and disjointed marketing efforts as the most important barrier to improving engagement.
To address this challenge, the report introduces the Customer Engagement Maturity (CEM) Index. It is a brand new global benchmark designed to assist consumer product brands assess their readiness to fulfill rising expectations.
The report draws on insights from greater than 14,000 global consumers and 750 senior marketers.
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