Consumers welcome AI if it improves marketing

22 oktober 2018
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A significant number of British consumers are prepared to ignore brands if they receive poor quality personalised marketing that fails to meet their needs, but artificial intelligence (AI) may provide the answer because it can deliver personalisation at scale.

That is the core message from a new study by Emarsys, a global AI marketing platform, which commissioned a survey of about 2,000 UK consumers that was carried out by Opinion Matters in August 2018.

The survey found that 41% of consumers said they wouldn’t purchase from a brand again if they receive “haphazard” marketing material, while 60% wanted offers to be tailored precisely to them and their interests.

In addition, two-thirds (66%) said they would ignore all future marketing from a brand if it sent them hit-or-miss offers, and just 6% believed the offers they currently receive were specifically relevant to them.

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