When consumers are empowered, they make better decisions, are more satisfied, and have stronger relationships with businesses. While technology generally empowers consumers, specific kinds of technology, such as AI, reclaim some of that power. As the technological landscape shifts to influence consumers’ behavior even more, savvy marketers can be better aware of the current ways consumers seek control. This report helps B2C marketing executives understand current consumer behaviors and spot early indicators of future shifts in empowerment.