Data Snapshot

Consumers Approve The Use Of GenAI In Some Brand Experiences

June 18th, 2024
With contributors:
Keith Johnston , Anna Hoskins , Christine Turley

Companies testing generative AI (gen AI) for consumer-facing brand activations must be mindful of how consumers feel about brand experiences that use genAI. According to Forrester’s April 2024 Consumer Pulse Survey, 44% of US online adults who’ve heard of genAI approve of brands using it to help them customize/personalize products. When it comes to advertising, consumers are more skeptical. They’re more likely to approve of a brand using genAI to generate some of the images in TV commercials (41%) than to generate all of them (35%). To retain consumer trust while deploying genAI in brand experiences, brands must disclose when they use it and align the use cases with consumer needs.

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