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Generative AI: A Paradigm Shift in Consumer Engagement

The Capgemini Research Institute's latest report, "Why Consumers Love Generative AI," (see below) provides an insightful exploration into the burgeoning acceptance and utilisation of generative AI tools. These innovative applications, capable of content creation, idea generation, and executing tasks traditionally reserved for human cognition, are transforming the landscape of consumer engagement.


The report underscores the rapid adoption of generative AI tools, exemplified by the meteoric rise of applications such as Midjourney and ChatGPT. The latter, in particular, garnered over 1 million users within a mere five-day span post-launch in November 2022, marking an unprecedented growth trajectory in consumer applications.


The study reveals that 51% of consumers are not only cognizant of the advancements in the generative AI sphere but have also actively integrated these tools into their personal and professional lives. An additional 35% of consumers, while aware, have yet to engage with these applications. Contrary to popular belief, the report dispels the notion that such technologies are predominantly embraced by younger demographics, indicating a widespread acceptance across all age groups.


Generative AI applications are primarily employed for content generation (52%) and creative brainstorming (28%), with consumers expressing high levels of satisfaction, particularly in the realms of chatbots, gaming, and search use cases.


The report, however, raises a note of caution regarding the elevated trust levels in generative AI. While this trust can be attributed to the efficiency and personalized content offered by these applications, it simultaneously exposes consumers to potential risks such as fake news, deepfakes, cyberattacks, and plagiarism.


Nevertheless, consumers exhibit a willingness to accept a broader implementation of generative AI in their interactions with organizations, particularly in marketing and advertising, as long as it does not compromise their overall experience. They also express openness towards purchasing new products or services recommended by generative AI.


The report concludes by offering guidelines for brands, regulators, and consumers on their generative AI journeys. It advocates for companies to harness generative AI for brand engagement and to design safe, unbiased systems. Consumers are advised to exercise caution, verify the information provided, and seek assistance in high-risk situations. Regulators are urged to fortify legislation to protect consumers, establish accountability, and enhance user control.


The report underscores the potential of generative AI to unlock a transformative digital future. However, it is imperative for all stakeholders to tread this path with prudence, ensuring that the advantages of this technology are leveraged without compromising ethical considerations and consumer safety.



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