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More consumers would exchange their data for an AI-driven brand experience than would exchange it for cash or other goods and services.
Brand experience agency Jack Morton’s latest survey highlights changing consumer attitudes toward data privacy and brand trust.
The study surveyed 5,000 consumers across the US, UK, UAE, Saudi Arabia, and Singapore in Q2 2024. Findings reveal that consumers are increasingly willing to exchange personal data for better brand experiences, with AI enhancing personalization. However, data privacy concerns remain, especially among older consumers.
- While 61% of US consumers once prioritized privacy, that number has dropped to 52% post-ChatGPT, with older consumers (76%) more cautious than younger ones (42%).
- 48% of consumers would exchange data for better brand experiences, while only 30% would do so for cash or goods. Younger consumers (38%) are more open to this than older ones (9%).
- In the UAE (70%) and Saudi Arabia (71%), more people are willing to trade data for personalized experiences, while the US (23%) and UK (19%) show more reluctance.
- 63% of consumers expect AI to improve brand engagement, personalization, relevance, and environmental friendliness.
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