Artificial intelligence (AI) has become a fundamental tool for companies striving to provide personalized and efficient customer interactions. However, a new report reveals that the lack of transparency in data usage by brands is affecting consumer trust.
According to Twilio's fifth 'State of Consumer Engagement Report', based on a global survey including over 4,750 B2C executives and 6,300 consumers across 18 countries, 49% of consumers would trust a brand more if it disclosed how it uses data from AI-driven interactions.
The report also highlights that, although 91% of brands claim to be transparent with their customers about AI usage, only 48% of consumers agree.
In this context, data protection emerges as a priority for consumers, with six out of ten indicating it's the best way for brands to earn their trust. This data security concern is shared by, the 40% businesses globally that considerate important to find a balance between security and customer experience as one of their most pressing challenges.
AI-driven customer experience for brands
AI-driven personalization is a key strategy to enhance customer relations. The report points out that companies adopting personalization experience a significant increase in consumer spending, averaging 54% more compared to those that don't. AI not only helps bridge the customer experience gap but also provides additional benefits, such as better data-driven decision-making and increased customer satisfaction.
However, the report highlights that many companies face difficulties in activating customer data. Globally, only 16% of brands fully agree that they have the necessary data to understand their customers.
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