Emplifi Report: 93% of Consumers Prioritize Authenticity in AI-Driven Brand Interactions — Emplifi Inc.

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.
More than half of consumers would stop buying after an inauthentic experience, and one in three would leave a negative review.
66% of consumers trust search engine results as a top source of authenticity, followed by 63% who trust user-generated content.
Over 90% of consumers expect brands to disclose AI usage in marketing, with 84% prioritizing quick response times in customer care.

The big picture

Emplifi's report highlights a critical tension between the rapid adoption of AI in marketing and customer care and the enduring consumer preference for authenticity. As brands increasingly rely on AI to streamline operations, the findings underscore the need for transparency and responsiveness to maintain trust. With Gartner predicting that 80% of common customer service issues will be resolved autonomously by AI in the next three years, the strategic challenge for brands will be to integrate AI solutions without compromising the human touch that consumers value.

What we're watching

AI Transparency: How brands will balance AI-driven efficiency with consumer demands for transparency and authenticity in marketing and customer care.
Customer Expectations: Whether brands can sustain high levels of responsiveness and authenticity as AI adoption in customer care continues to grow.
Trust Metrics: The pace at which consumer trust in AI-generated content and interactions will evolve, particularly in high-value purchases.