Global Study Finds Consumers Are Open to AI Companions BUT Are Worried About Maintaining Human Connections
23 Mayo 2024 - 7:00AM
Momentum Worldwide, a global experiential marketing agency that is
part of Interpublic Group (NYSE: IPG), has released the findings of
a global study that uncovers consumers' willingness to use AI to
connect with each other and the world around them, as 93% encounter
difficulty making new friends or joining new communities.
The Connecting Consumers report by Momentum Worldwide found
technology is seen as an enabler to connections, with 46% open to
an AI or augmented-reality companion that offers advice and
companionship. However, there is caution around technology with 88%
saying there is room for advanced technology in their lives if it
doesn’t take over, and 70% worried human connections will be lost
as AI continues to grow. This reflects a deeper implication: with
the rise of AI, there's an increasing desire for genuine human
interaction. 66% of people would prefer to remain single than
resort to companionship with an AI, highlighting the irreplaceable
value of human connection amongst technological advancements.
Yet consumers identified how brands can help bridge the gap with
making real connections. 83% expressed a higher appreciation for
brands that promote genuine connections with communities. Brands
who foster connections are rewarded; 75% feel a sense of belonging
by connecting with fellow fans of the same brand. 80% find brands
encouraging consumer connections show they prioritize consumer
wellbeing. Interestingly, despite technological advancements, 51%
of consumers still prefer the authenticity of an imperfect human
customer service representative over the efficiency of a nearly
flawless AI chatbot. Momentum can help brands understand and
embrace these learnings, positioning marketers to better meet the
needs of today’s consumers.
Consumers have evolved from 2014 when they desired experiences
they could boast about on social media or to friends as “social
currency” to 2019’s goal of joy and escapism, to now, where
consumers are looking for connections above all else. Connections
to communities with similar interests, existing friends and family,
and to make new connections with people. 66% identified fostering
connection as the most crucial habit or activity for leading a
happy and healthy life.
“Consumers need and desire for connections is undeniable,”
commented Elena Klau, Chief Strategy & Product Officer at
Momentum Worldwide. Technology has the potential to unite people as
a powerful companion, not a replacement for human interactions. AI,
VR and mixed reality are tools we can use to enable better
connections. Yet, currently, people are feeling lonelier, lost and
more disconnected than ever. Alain de Botton famously wrote: ‘What
we long for and are slowly dying without is: community.’ Brands
need to learn the delicate technology balance with consumers as
they have a genuine opportunity to bridge the gaps in society—to
close the perception of what there is and fulfill the reality of
consumer’s needs.”
Adam Cotumaccio, Chief Operating Officer at 4As, commented
exclusively on the findings. “Experiences are vital in our lives,
and shared ones are particularly impactful, linking us with
friends, family, and sometimes strangers. Technology can facilitate
connections, but it also risks isolating us by substituting or
fabricating genuine interactions. Adversity, love, enjoyment,
compassion, and laughter form the DNA of an individual's growth.
Technology should enhance these elements, not replace them. Finding
the right balance is crucial for brands and their experiential
marketing strategies."
One respondent commented, “As a civilization we're not
connecting on a deep level with each other, and this connection is
getting shallower and shallower.” Momentum Worldwide has created an
“Experiential Helix” utilizing the insights from the “Connecting
Consumers” study that identifies four core areas businesses need to
address to facilitate and foster greater connections with human
interactions by harnessing technology.
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About InterpublicInterpublic (NYSE: IPG) (www.interpublic.com)
is a values-based, data-fueled, and creatively-driven provider of
marketing solutions. Home to some of the world’s best-known and
most innovative communications specialists, IPG global brands
include Acxiom, Craft, FCB, FutureBrand, Golin, Huge, Initiative,
IPG Health, IPG Mediabrands, Jack Morton, KINESSO, MAGNA, McCann,
Mediahub, Momentum, MRM, MullenLowe Global, Octagon, R/GA, UM,
Weber Shandwick and more. IPG is an S&P 500 company with total
revenue of $10.89 billion in 2023. About Momentum WorldwideMomentum
Worldwide is a global experience agency partnering with and
transforming the world’s most famous brands since 1987. Built on
the simple truth that it’s not what brands say, it’s what they do
that matters, the agency blends creativity, technology, strategy,
design and execution to change the world and impact culture. Agency
accolades include Cannes Lions, Effies, Clios, Agency of the Year,
Best Place to Work, and industry-leading Sustainability practices.
Learn more by visiting www.momentumww.com.
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Contact InformationAnna
DalzielMomentumanna.dalziel@momentumww.com
Tom CunninghamIPG(212) 704-1326
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