Nearly 40 per cent of consumers in Australia and New Zealand favour an AI-led customer experience, but only six per cent of brands are using it.
Adobe’s State of Digital Customer Experience report found that four in ten consumers would choose an AI-enabled tool or service over a human interaction, but despite these preferences, ANZ brands are falling behind global peers, with only six per cent deploying or piloting generative AI to enhance CX initiatives compared to 18 per cent globally.
Katrina Troughton, Vice President and Managing Director for Adobe ANZ, said preferences for AI-assisted brand interactions are emerging as consumers see the potential benefits of generative AI.
“While ANZ brands are slower to launch generative AI initiatives than others globally, it’s their number one strategic focus for enhancing customer experience.”
Improving their AI capabilities is ANZ brands’ number one strategic focus, with 43 per cent stating they are looking to improve their AI capabilities over the next 12 months.
“Consumers say personalised experiences leave a lasting impression, but most brands struggle to deliver them. Delivering a great experience relies on connected data and insights, acted on in real-time. But with consumers acutely aware of data security and privacy issues, brands must prioritise responsible practices to hold on to customers,” said Troughton.
Despite consumer desire, both brands and consumers agree that data privacy and security concerns constrain personalisation, with brands saying that consumer reluctance to share data is a top barrier behind inaccurate data collection.
While over two-thirds of consumers will stop or consider not buying from a brand that isn’t transparent about personal data use, only 40 per cent of brands believe it impacts retention.