UK businesses might be ploughing ahead with implementing artificial intelligence technology but most consumers want brands to focus on delivering a seamless, personal digital experience instead.
According to a global survey commissioned by digital experience company Acquia, only two in five (44%) British consumers are looking forward to brands interacting with them via AI, such as chatbots and voice assistance technology.
Four in five (81%) state that automated experiences with brands are simply too impersonal. In addition, 80% of customers said they would be more loyal to a brand that showed they really understood them and what they were looking for.
However, it seems marketers are chomping at the bit to get their hands on AI, with more than seven in ten (72%) saying that they are looking forward to its introduction.
And if the findings of a recent study by Genesys are anything to go by they will not have long to wait, with three-fifths (60%) of UK firms are already using AI, or planning to start using it in the next 12 months.
Acquia general manager and senior vice president of EMEA Steve Williamson said: "It’s clear that consumers want a simple, seamless, personal experience via their digital channels, when interacting with their favourite brands.
"While the marketing industry appears to have a burning desire to introduce AI in customer experience, they actually need to work on getting the basics right, and that starts with personalisation. To build long-lasting loyalty, brands need open, adaptable marketing and customer experience technology, to put personalisation at the heart of their strategy."