Marketing AI boom faces crisis of consumer trust

The vast majority (92 %) uses artificial intelligence marketing professionals in their daily operations, and they transform it from the word ton to work horse.

According to SAP Emarsys – who got a pulse of more than 10,000 consumers and 1250 marketers – while companies see real benefits of artificial intelligence, shoppers are increasingly unclear, especially when it comes to their personal data. This gap can easily reveal the custom -made shopping experience hard to build it.

The rush to bring artificial intelligence to marketing quickly and decisive. While Sara Richter, CMO at Sap Emarsys, puts “the marketing of artificial intelligence now in a complete movement: He has moved from the theory to the process where the Amnesty International marketers welcomes their strategies and test capabilities.”

For companies, the appeal is clear. 71 per cent of marketers say artificial intelligence helps them launch faster campaigns, which provides them over average in the average of each one. This newly discovered efficiency does what we often hear it is better in: freeing the teams from frequent work. Report 72 percent can now focus on more creative and strategic tasks.

The results also reach the summary. 60 percent of marketers have seen customer clients’ rise, and 58 percent was a batch of customer loyalty since artificial intelligence was brought.

But shoppers tell a different story. The report reveals the “allocation gap”, where the efforts of the marketers do not strike this mark. Even with the intense investment in sewing that is driven by artificial intelligence, 40 percent of consumers feel that brands do not get them as people-a huge jump from 25 percent last year. What is more than 60 percent is that 60 percent say the marketing emails they receive are often relevant.

Drill deeper, and find a real crisis of confidence in how to deal with personal data to market artificial intelligence. 63 per cent of consumers worldwide do not trust Amnesty International with their data, an increase of 44 per cent in 2024. In the United Kingdom, it became more strict, with 76 percent of shoppers feel uncomfortable.

This collapse occurs in confidence just as the new rules enter. A year after the introduction of the European Union’s artificial intelligence law, more than a third of (37 %) of the UK marketed fixed their approach to artificial intelligence, as 44 % became that their use of technology has become more moral.

This creates tension that the entire industry talks about: how to be responsible without killing innovation. While the artificial intelligence law provides clearer rules, more than a quarter (28 %) of marketing professionals are concerned that strict regulations can suffocate creativity.

“The regulations should balance – consumer protection without slowing innovation. At Sap Emarsys, we believe that AI is responsible for building confidence through clarity, importance and the use of smart data,” says Dr. Stefan Winzel, SAP Emarsys, Stephen Winzil.

The message of retailers is high and clear: prove its value. People are happy to use artificial intelligence when it really helps them. More than half of the shoppers agree that artificial intelligence makes shopping easier (55 %) and faster (53 %), using it to find products, compare prices, or come out with gift ideas. Attention in useful artificial intelligence exists, but it must come with a promise of transparency and privacy.

Some brands get this properly by focusing on people, not just technology. Steling Doak, head of marketing at the iconic guitar maker Gibson, says it is about thinking differently.

“If I can find a benefit [AI] This can help my employees think more strategic and creative, and this is required because we are a very creative work in its essence, “explains. For Gibson, AI offers human creativity rather than just automating tasks.

It is a story similar to City Beach, which used the marketing of artificial intelligence to keep its customers back. Mike Cheng, head of the digital company, discovered that artificial intelligence was the perfect tool for the discovery of customers who were about to leave.

“Artificial intelligence has been able to predict the whereabouts of people who were skipping or disagreing at a level of 1: 1, and this allowed us to send campaigns based on the individual customer life cycle,” Cheng notes. Their approach returned 48 percent of these clients within three months.

What these success stories share is to focus on solving the real problems of people. While retailers venture deeper into what Sap Emarsys “Participation”, the road forward has become more clear. Investment in artificial intelligence – 64 percent of marketers does not slow down to increase their spending next year.

Technology is not the problem; It is the way it is used. Retail traders need to bridge the gap between what they do and what their customers feel. This means exceeding the basic customization to provide real value, openness on how to use data, and prove that information sharing leads to a better experience.

Amnesty International’s Revolution here, but for truly success, marketing professionals need to remember a person on the other side of the screen.

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