Customer engagement platform Braze looked at marketing and consumer trends and determined the key to winning today’s AI arms race is mainly bout tools at hand to build real trust and alignment with shoppers.
AI agents are becoming central to brand/consumer relationships supporting better, individually relevant experiences and are a necessary part of consumer engagement, Braze stated as part of its Global Consumer Engagement Review. However, the company said additional factors that retailers and others have to keep in mind include an understanding that AI still hasn’t won over consumer trust and may not do so short term, so retailers and others using it in customer-facing operations should consider how to mitigate risks.
Consumers in the United States still favor in-store shopping over digital by a wide margin, so companies should be prepared to consider how great a role people are to play in their futures, Braze noted. The company added consumers might grow disenchanted with AI if they are disappointed in their experiences with it, which may cause changes in adoption and direction.
Blaze maintained that 99% of marketing leaders it surveyed say AI has boosted marketing performance metrics. Yet, 93% of marketing leadership surveyed understand consumer preferences, behaviors and future actions with greater accuracy, while only 53% of consumers say AI today accurately assesses their needs. Braze pointed out that 60% of marketers use AI to support personalization across channels, but almost half lack the tools needed to orchestrate coordinated operations across channels.
Generational experiences and outlook affect appreciation of AI. For example, Blaze noted, 58% of Gen Zers said they are often surprised with products they didn’t know they wanted when working with AI agents, versus 40% of all consumers. Some 48% of Gen Zers and Millennials were willing to share more personal data with AI agents if it means products and ads are tailored to their preferences, versus 34% of all consumers. When it comes to AI agents, 64% of Gen Zers feel brands are maintaining a human touch even with AI versus 46% of consumers overall, according to Blaze.
Although only 19% of consumers currently use AI agents for brand interactions, according to Blaze, that proportion is likely to jump to 46% by the end of 2026. As they consider the use of artificial intelligence, 35% of consumers cited the opportunity to negotiate better deals and get discounts using AI agents as a reason to embrace them.
