Millennials like artificial intelligence in advertising
A survey on consumer attitudes toward artificial intelligence in six European countries, the U.S., and Australia shows that product recommendations and predictive marketing are well-received by the younger generation.
Millennials are open to the use of artificial intelligence (AI) in advertising, according to research released Wednesday by predictive marketing firm Rocket Fuel. The survey on consumer perceptions of artificial intelligence found that more than two-thirds of millennials perceive benefits from brands using AI to inform and influence their purchasing decisions.
As the amount of products and services available online continues to grow, consumers are increasingly looking for a more personalized experience when interacting with brands. 80 percent of 25-34 year old respondents said they value brands that target them with personalized ads and offers. In addition, 62 percent recognize the value of using AI to suggest products or services they might need based on their interests.
David Gosen, GM Global Platform Solutions and SVP International, said: "Our research provides a fascinating snapshot of consumer attitudes towards AI and the rapidly changing digital landscape. This is particularly true for millennials, who are aware of the shift in values taking place - they are providing brands with personal data and expect this information to be used in a way that benefits them in tangible ways. The ability to interact with millennials in a personalized way is the next challenge as brands strive to maintain and increase relevance in the digital age."
Overall, the AI survey of 1,895 people in eight countries (UK, USA, Germany, Italy, Sweden, Australia, France and Spain) revealed a positive attitude towards artificial intelligence. Almost two thirds consider it to be an exciting technological development (81% of men aged 18-34). In addition, 69% agree that it has become a part of everyday life. In terms of its application, respondents said they were aware of its use in the military (64%), in the home (61%) and in media, advertising and marketing (61%). Of those who are aware of its use in advertising, 57% see it as a positive development.
The survey on consumer perceptions of artificial intelligence shows the role artificial intelligence can play in helping advertising have a better and more relevant impact on online shopping. The continued fragmentation of media and audiences, as well as the rapid growth of different devices and platforms, is making marketing increasingly complex. If brands want to understand users and connect with them at the moments that matter, they need to approach it with the help of artificial intelligence.
