Emplifi Report: 93% of Consumers Prioritize Authenticity in AI-Driven Brand Interactions
Event summary
- Emplifi surveyed 1,600 consumers in the U.S. and UK on brand authenticity and AI usage in marketing and customer care.
- 93% of consumers say authentic engagement builds trust, with 85% willing to pay more for authentic brands.
- Over 90% of consumers expect brands to disclose AI usage in marketing, and 84% prioritize quick response times in customer care.
- Gartner predicts 80% of common customer service issues will be resolved autonomously by AI within three years.
The big picture
Emplifi's report highlights a critical tension in modern marketing: consumers increasingly value authenticity but expect brands to leverage AI for efficiency. As AI adoption accelerates—with Gartner predicting 80% of customer service issues resolved autonomously within three years—brands must navigate the fine line between speed and trust. The findings underscore the strategic importance of transparency and responsiveness in maintaining consumer loyalty in an AI-driven landscape.
What we're watching
- AI Transparency
- How brands will balance AI-driven efficiency with consumer demands for transparency and authenticity.
- Customer Care Evolution
- The pace at which AI will autonomously resolve customer service issues and its impact on brand trust.
- Authenticity Metrics
- Whether brands can sustain authentic engagement at scale while leveraging AI-powered workflows.