Report finds consumers want deals from AI, not simulated conversation

There is a growing disconnect between how brands use AI for customer experience and how consumers want to experience it, according to a new report from SAP Emarsys and Deloitte.

The “SAP Emarsys Global Consumer Products Engagement Report” (registration required) found 89% of consumer goods marketers in the United States say AI is essential for acquiring new customers and 86% say it’s critical for retention, but only 9% of consumers want more AI-led brand interactions.

Instead, 41% of consumers say they want more personalized deals and offers, not simulated conversations.

The report calls this the AI Engagement Paradox, which says while consumers rely on AI-powered experiences, trust and loyalty hinge on how that AI is deployed.

With 19% of consumer product brands already operating at this level today, the report warns that many risk falling behind unless they embrace the blend of data-driven automation and human-led storytelling that define today’s Engagement Era.

Dig deeper: AI improves customer service only when it supports humans, not replaces them

The report also found U.S. CPG marketers face a distinct challenge: 29% cite internal complexity, meaning siloed systems, fragmented tools and disjointed marketing efforts as the biggest barrier to improving engagement.

To address this challenge, the report introduces the Customer Engagement Maturity (CEM) Index. It is a new global benchmark designed to help consumer product brands assess their readiness to meet rising expectations.

The report draws on insights from more than 14,000 global consumers and 750 senior marketers.