In the not-so-distant future, consumers will rely on AI gatekeepers for recurring purchases, ad verification and representation in focus groups, streamlining interactions with brands, said Dentsu in its Consumer Vision 2035 titled “The era of insight – towards the pivot of foresight”.
The study, which surveyed 30,000 people across 26 countries, also reveals that 88% of consumers in the APAC region, the highest rate in the world, are inclined to delegate their work and personal planning tasks to AI assistants , with several countries scoring significantly above the regional average. Interestingly, 62% of consumers in APAC (compared to 49% globally) express a desire to have an AI clone by 2035 to handle shopping tasks, administration and communications.
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This means brands will need to become more perceptive in order to capture consumer attention in the AI-filtered, culturally reshaped reality on the horizon. In addition, brands will need to develop anticipatory behaviors to stand out.
These capabilities will be needed both to navigate the filters put in place by AI controllers and to deliver experiences that seem serendipitous to the end user.
Around 80% of global consumers surveyed in the study said the best way for a brand to stand out and earn loyalty is its ability to surprise and delight them in unexpected ways.
Capturing signals from AI agents that manifest consumer preferences, developing brand personas to fuel conversational engagement, and integrating capabilities to decode human emotions will be essential for brands seeking to move from insight to insight. prospective, adds the study.
As anticipation becomes an expectation heading into 2035, brands and marketers will need to become more perceptive, developing innovative solutions to improve their understanding of consumer desires and reconcile them with business needs. Consumers will increasingly prioritize emotional connections with brands, with 75% saying their mood significantly influences their purchasing decisions. The study also shows that most consumers want to be more impulsive and actively seek out experiences that evoke visceral emotions.
Dominic Powers, Chief Growth Officer at dentsu APAC, said: “Consumer Vision 2035 unveils the dawn of an era of transformation in terms of technology, culture and consumer expectations. As we move toward an AI-filtered future, businesses must proactively adapt to meet changing consumer needs. These insights serve as a compass for people-centric transformation, driving long-term brand resilience and innovation.
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