Artificial Intelligence

Research on consumer perceptions of Artificial Intelligence shows younger generations welcome suggestions and predictions for products and services.

Millennials are receptive to the use of Artificial Intelligence (AI) in advertising, according to research launched today by Predictive Marketing company Rocket Fuel. The Consumer Perceptions of AI Survey found that over two-thirds of millennials see the benefits of brands using AI to help inform and direct their buying decisions.

As the volume of products and services available online continues to grow, consumers are increasingly looking to brands for a more personalised experience. 80 per cent of 25-34 year olds surveyed stated that they see value in brands engaging them with personalised advertising and offers. Additionally, 62 per cent see the value of using AI to make suggestions on products or services that they might want based on their interest.

David Gosen, GM Global Platform Solutions and SVP International, said: “Our research provides a fascinating snapshot of consumer attitudes towards AI and the fast-changing digital landscape. This is especially true for millennials, who are aware of the value exchange that takes place – they provide brands with personal data and expect to see their information used in ways that provides them with tangible benefits. Being able to engage with millennials in a personalised way is the next frontier as brands seek to maintain and increase relevancy in the digital age.”

Overall, the AI survey, which polled 1,895 people in eight countries (UK, US, Germany, Italy, Sweden, Australia, France and Spain) found a positive attitude towards artificial intelligence. Nearly two-thirds said they find it an exciting development in technology (growing to 81 per cent for males aged 18-34). And 69 per cent agree it’s become a part of everyday life. In terms of its application, those surveyed said they were aware of it being used in military (64 per cent), in the home (61 per cent), and in media, advertising and marketing combined (61 per cent ). Of those that are aware of its use in advertising, 57 per cent said they viewed it a positive force.

The Consumer Perceptions of AI Survey shows the role artificial intelligence can play in making advertising a much better and more relevant influence in online shopping. Continual fragmentation in media and audiences, as well as the swift rise in different devices and platforms, is making marketing increasingly complex. If brands want to understand consumers and connect with customers in the moments that matter, they need to adopt an artificial-intelligence approach.

David Gosen added: “Artificial intelligence can help marketers navigate the oceans of data that exist today and anticipate the moments a consumer is most likely to notice them or take interest in their brand, products and services. This means they can offer real-time, contextual targeting that allows them to find potential customers and serve ads that are anticipated, even enjoyed, rather than irritating. This is really only the beginning of the journey. As artificial technology continues to develop we expect to see it incorporated into our lives and experiences in deeper and more meaningful ways.”