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1、March 2024Dentsu Consumer Navigator:Generative AI 2024|Navigator|Navigatordentsu Consumer Navigator Generative AI 2024About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on March 6th,2024.Distributed among a random sample of 1,000 U.S.respondents 18 ye

2、ars of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Gen AI Adoption Is Growing03Doubt Shadows The Future04Gen AI Can Boost Marketing05Implications f

3、or Marketersdentsu Consumer Navigator Generative AI 2024Compared to 2023,use of gen AI has grown significantly.A whopping 40%of our survey respondents are“Avid Users,”those who report using gen AI tools at least weekly.These users tend to be younger and more diverse.Currently,it appears gen AI is mo

4、re widely adopted for professional work than personal tasks.Users view generative AI as a co-pilot.A majority of users think generative AI enhances their work,but acknowledge they often need to adjust the output.Top use cases include answering queries,summarizing information,improving writing,and ki

5、ckstarting brainstorming.Despite more exposure than 2023,skepticism and concern remain.This is unsurprisingly most evident among Casual and Non-users of generative AI;however,interestingly,Gen Z also exhibits a healthy dose of skepticism.Embarking on their education and entering the workforce as gen

6、erative AI matures,its clear the young generation is grappling with the implications.01dentsu Consumer Navigator Generative AI 2024Concern about telling fake from real has exploded since 2023.Respondents who are concerned“it will become harder to tell whats fake from whats real grew 13-percentage po

7、ints since last year.This finding comes amid an epidemic of misinformation in an election year and dystopian“deep fake”technology.Consumers support brands using AI,but most do not yet prefer it.Our survey finds that 60%of consumers support brands using generative AI to design products and services.H

8、owever,fewer(41%)agree:I prefer brands that use AI to design products and services over ones that do not.Millennials are most likely to prefer brands using AI(57%).Brands have a mandate to use AI responsibly and transparently.Our survey finds that 78%of consumers agree that brands should ensure exis

9、ting biases are not propagated by the AI-based applications they leverage.And 81%believe brands should disclose to consumers when content is AI-generated.Top Consumer InsightsGen AI Gen AI Adoption Is Adoption Is GrowingGrowing|Navigator|Navigator02dentsu Consumer Navigator Generative AI 2024One yea

10、r after the viral launch of Open AIs ChatGPT,generative Artificial Intelligence(AI)is as top-of-mind as ever and increasingly top of the list on marketers agendas.Our survey takes the pulse of consumer adoption of gen AI,what type of tasks they are using gen AI tools for,and how they feel about the

11、current capabilities of the technology.dentsu Consumer Navigator Generative AI 20246Since last year,generative AI has grown from an experiment to a mainstay.The share of consumers who feel they completely understand generative AI jumped 12-percentage points since ChatGPTs viral release in March 2023

12、.Those who have never heard of gen AI decreased 7-points.21%21%40%40%26%26%13%13%33%33%40%40%21%21%6%6%How Consumers Currently Feel About Generative AI20232024Completely understand what it is and how it works.Somewhat understand what it is and how it works.I have heard of it but thats it.I have neve

13、r heard of it.+12 pts-7 ptsdentsu Consumer Navigator Generative AI 20247As gen AI matures,excitement grows,but so does fear and skepticism.As the average consumer becomes more familiar with generative AI,we see both positive and negative emotions growing.Consistent with last year,consumers are curio

14、us above all else and few feel ambivalent.45%45%35%35%30%30%31%31%20%20%17%17%13%13%45%45%38%38%35%35%33%33%24%24%15%15%12%12%CuriousSkepticalExcitedHopefulFearfulConfusedAmbivalentHow Consumers Currently Feel About Generative AI20232024+4 pts+5 pts+3 ptsdentsu Consumer Navigator Generative AI 20248

15、Gen Z is most curious,Millennials most excited,and Boomers most skeptical.But notably,Gen Z also over-indexes for skepticism,confusion,and fear.Clearly the youngest generation is grappling with what developments in generative AI will mean for their future.56%56%41%41%36%36%40%40%22%22%29%29%16%16%28

16、%28%40%40%53%53%11%11%16%16%11%11%45%45%38%38%32%32%32%32%15%15%21%21%10%10%44%44%46%46%26%26%15%15%16%16%33%33%12%12%CuriousSkepticalHopefulExcitedConfusedFearfulAmbivalentHow Generations Feel About the Current State of Generative AIGen ZMillennialsGen XBoomers42%42%dentsu Consumer Navigator Genera

17、tive AI 20249Who are the users and non-users of generative AI?Avid Gen AI Users*Casual Gen AI Users*Non-Users*40%of survey respondents40%of survey respondentsUse gen AI tools at least weekly.Use gen AI tools at least weekly.Feel excited,curious,hopeful.Feel excited,curious,hopeful.OverOver-index mal

18、e(59%).index male(59%).OverOver-index Millennials(46%)and Gen index Millennials(46%)and Gen Z(24%).Z(24%).OverOver-index Hispanic(22%)and index Hispanic(22%)and Black/AA(21%).Black/AA(21%).20%of survey respondents20%of survey respondentsUse gen AI tools monthly or less often.Use gen AI tools monthly

19、 or less often.Feel curious,skeptical,excited.Feel curious,skeptical,excited.50/50 M/F.50/50 M/F.OverOver-index Gen Z(27%).index Gen Z(27%).OverOver-index Hispanic(21%)and index Hispanic(21%)and Black/AA(18%).Black/AA(18%).40%of survey respondents40%of survey respondentsHave never used gen AI tools.

20、Have never used gen AI tools.Feel skeptical,curious,fearful.Feel skeptical,curious,fearful.OverOver-index female(58%).index female(58%).OverOver-index Boomers(39%)index Boomers(39%)and Gen X(29%).and Gen X(29%).OverOver-index white(79%).index white(79%).*Avid Gen AI Users are defined as respondents

21、who report using generative AI at least weekly.*Casual Gen AI Users are defined as respondents who report using generative AI monthly or less often.*Non-users defined as respondents who report never using generative AI for any reason.dentsu Consumer Navigator Generative AI 202410Generative AI is mor

22、e frequently used professionally than for personal reasons.Among employed respondents,30%say they use generative AI tools DAILY in a professional setting.Comparatively,just under 1 in 5 gen pop respondents use gen AI tools daily for personal reasons.19%30%21%20%9%8%14%10%37%32%Gen Pop:In mypersonal

23、life.Employedrespondents:In myprofessional life.Frequency of Using Generative AI Tools In The Following SettingsDailyWeeklyMonthlyLess oftenNeverOverlap:32%of respondents use gen AI personally and professionally at least monthly.dentsu Consumer Navigator Generative AI 202411If generative AI has any

24、impact on peoples personal lives,they say its positive.Unsurprisingly,Avid users of the technology are most likely to say the impact is positive.Notably,Non-users do not see gen AI as having a negative impact,most say it has little to no impact on their personal lives right now.45%45%78%78%44%44%11%

25、11%46%46%18%18%48%48%73%73%9%9%4%4%7%7%14%14%Gen.Pop.Avid Gen AI UsersCasual Gen AI UsersNon-UsersCurrent Impact of Gen AI On Consumers Personal LifePositiveNeutralNegative45%Of US consumers say generative AI has a positive impact*on their personal life right now.*Impact could stem from respondents

26、own actions,friends or coworkers actions,their employers actions or from perceived cultural shifts at large.dentsu Consumer Navigator Generative AI 202412Over half predict that positive impact will continue over the next 12 months.Interestingly,the share of respondents who predict a positive impact

27、over the next 12 months is higher across all cohorts than the corresponding share who say impact is currently positive,indicating optimism.53%53%80%80%57%57%24%24%36%36%15%15%36%36%56%56%11%11%4%4%9%9%20%20%Gen.Pop.Avid Gen AI UsersCasual Gen AI UsersNon-UsersAnticipated Impact of Gen AI On Consumer

28、s Personal Life Over the Next 12 MonthsPositiveNeutralNegative53%Of US consumers say generative AI will have a positive impact*on their personal over next 12 mos.*Impact could stem from respondents own actions,friends or coworkers actions,their employers actions or from perceived cultural shifts at

29、large.dentsu Consumer Navigator Generative AI 202413Over half of workers feel generative AI positively impacts their professional life.Currently,it appears the impact of generative AI on professional life is more positive than the impact on peoples personal lives.Again,Avid users are most likely to

30、say so,while Non-users say there is no impact.57%57%82%82%44%44%19%19%35%35%14%14%43%43%67%67%8%8%3%3%13%13%13%13%Gen.Pop.Avid Gen AI UsersCasual Gen AI UsersNon-UsersCurrent Impact of Gen AI On Employees Professional LifePositiveNeutralNegative57%Of employed respondents say generative AI has a posi

31、tive impact*on their professional life right now.*Impact could stem from respondents own actions,friends or coworkers actions,their employers actions or from perceived cultural shifts at large.dentsu Consumer Navigator Generative AI 202414Slightly more predict that positive impact will continue over

32、 the next 12 months.Again,it is interesting that the share of Casual and Non-users who predict a positive impact over the next 12 months is higher than the corresponding share who say impact is currently positive.Workers hold optimism for gen AIs adoption.60%60%82%82%54%54%24%24%30%30%13%13%33%33%61

33、%61%10%10%5%5%13%13%15%15%Gen.Pop.Avid Gen AI UsersCasual Gen AI UsersNon-UsersAnticipated Impact of Gen AI On Employees Professional Life Over the Next 12 MonthsPositiveNeutralNegative60%Of employed respondents say generative AI will have a positive impact*on their professional life over next 12 mo

34、s.*Impact could stem from respondents own actions,friends or coworkers actions,their employers actions or from perceived cultural shifts at large.dentsu Consumer Navigator Generative AI 202415Users most often to turn generative AI with queries,despite risk of inaccuracies.Other top tasks include cre

35、ative or improving writing and summarizing information.While fewer consumers have branched outside of text-based tasks,one-quarter say they turn to gen AI for conversation and companionship!58%58%36%36%35%35%34%34%32%32%30%30%26%26%25%25%23%23%23%23%22%22%2%2%Answering a question.Creating or improvi

36、ng writing.Summarizing information.Brainstorming ideas or starting a task.Creating or improving images.Getting personalized recommendations.Conducting data analysis.Having conversations and companionship.Creating or improving videos.Creating or improving music.Creating or improving coding.Other,plea

37、se specifyTasks Users of Generative AI Have Turned To Tools To Completedentsu Consumer Navigator Generative AI 202416Generations are using generative AI for slightly different tasks.While answering a question is the most performed task across generations,Boomers primarily use gen AI tools this way(8

38、3%vs.23%for the next most popular task,getting recommendations).Younger generations are more varied in their tasks.Generational Users Who Use Gen AI to Perform the Following TasksTotalTotalGen ZGen ZMillennialsMillennialsGen XGen XBoomersBoomersAnswering a question(58%)Answering a question(56%)Answe

39、ring a question(51%)Answering a question(56%)Answering a question(83%)Creating or improving writing(36%)Brainstorming ideas(43%)Creating or improving writing(46%)Summarizing information(35%)Getting personalized recommendations(23%)Summarizing information(35%)Creating or improving writing(38%)Creatin

40、g or improving images(40%)Brainstorming ideas(33%)Summarizing information(20%)dentsu Consumer Navigator Generative AI 202417Users feel gen AI does a better job completing tasks than they would have alone.While sentiment is strong across all tasks,users feel AI does the best job on analysis and editi

41、ng-related tasks.About 1 in 5 users feel AI does a worse job when it comes to select creativity,like imagery and music-related tasks,and companionship.91%91%89%89%89%89%88%88%87%87%85%85%85%85%84%84%82%82%79%79%78%78%9%9%11%11%11%11%12%12%13%13%15%15%15%15%16%16%18%18%21%21%22%22%Conducting data ana

42、lysis.Creating or improving videos.Creating or improving coding.Creating or improving writing.Answering a question.Summarizing information.Getting personalized recommendations.Brainstorming ideas or starting a task.Creating or improving images.Creating or improving music.Having conversations and com

43、panionship.Users of Generative AI on Gen AIs Performance Completing TasksAI did a better job than I would have alone.AI did a worse job than I would have alone.dentsu Consumer Navigator Generative AI 202418Yet,users report typically adjusting gen AIs output to a large or moderate extent.The biggest

44、adjustments typically occur during multi-media creative work,such as creating or improving videos,images,and music.Its clear that while users appreciate the assistance of gen AI,they also recognize it is not perfect.33%33%38%38%36%36%41%41%37%37%31%31%33%33%26%26%25%25%27%27%18%18%46%46%40%40%41%41%

45、35%35%37%37%41%41%38%38%44%44%44%44%37%37%45%45%Creating or improving videos.Creating or improving images.Creating or improving music.Creating or improving coding.Conducting data analysis.Getting personalized recommendations.Having conversations and companionship.Brainstorming ideas or starting a ta

46、sk.Creating or improving writing.Summarizing information.Answering a question.Users of Generative AI on the Extent They Typically Adjust Gen AIs Output During Tasks Large extentModerate extent79%78%77%76%74%72%71%70%69%64%63%MOST ADJUSTEDLEAST ADJUSTEDdentsu Consumer Navigator Generative AI 202419Co

47、nsumers trust gen AI to steer our education and businesses,but not our cars.There appears to be misplaced trust in gen AI tools to provide accurate information.Consumers least trust gen AI to steer autonomous driving,and to advise them on intimately personal matters,such as relationship or childcare

48、 advice and therapy.60%60%59%59%58%58%56%56%53%53%49%49%43%43%41%41%40%40%38%38%14%14%15%15%17%17%18%18%16%16%15%15%16%16%15%15%13%13%14%14%26%26%26%26%26%26%26%26%31%31%36%36%42%42%44%44%47%47%48%48%EducationBusinessstrategyHolidayplanningFashiondesignFinancialadviceHealthcarediagnosisRelationshipa

49、dviceTherapy&counselingAutonomousdrivingChildcareadviceLevel of Trust or Distrust In Gen AI In the Following ScenariosTrustNeutralDistrustTRUSTTRUSTDISTRUSTDISTRUSTDoubt Doubt Shadows Shadows The FutureThe Future|Navigator|Navigator03dentsu Consumer Navigator Generative AI 2024Generative AI is sprea

50、ding throughout our lives into some of the most important sectors from our jobs to our healthcare to personal and public transportation.As Americans think about implications of this proliferation on the future,our survey finds that they are both concerned about the potential of this new technology a

51、nd excited.dentsu Consumer Navigator Generative AI 202421Over 8 in 10 consumers feel generative AI is“the future.”Sentiment is consistent with last years findings and strong across audience cohorts.83%Of US consumers say generative AI is“the future:a big part of our lives in 10 years.”78%78%83%83%84

52、%84%84%84%82%82%83%83%93%93%84%84%73%73%22%22%17%17%16%16%16%16%18%18%17%17%7%7%16%16%27%27%20232024Gen ZMillennialsGen XBoomersAvid UsersCasual UsersNon-UsersOpinion On Whether Generative AI Is the Future Or A FadThe futureA faddentsu Consumer Navigator Generative AI 202422However,the share“excited

53、”by that future is cut in half.As we found last year,consumers are divided on how they feel about the future of generative AI.While 46%feel“excited,”an increase of 7-percentage points since 2023,one-third continue to feel“concerned.”46%Of US consumers are“excited”for the future of generative AI.39%3

54、9%46%46%56%56%62%62%41%41%27%27%76%76%46%46%17%17%29%29%22%22%20%20%14%14%36%36%56%56%11%11%28%28%53%53%32%32%32%32%24%24%24%24%23%23%17%17%13%13%26%26%30%30%20232024Gen ZMillennialsGen XBoomersAvid UsersCasual UsersNon-UsersFeelings Towards The Future of Gen AIExcitedNeutralConcerneddentsu Consumer

55、 Navigator Generative AI 202423Motivations behind consumer excitement have not changed much since last year.Excitement stems from tangible,day-to-day applications helping with daily tasks,improving accessibility,automating repetitive tasks as well as from broad promises aiding discovery of new innov

56、ations and advancing society.37%37%36%36%33%33%36%36%27%27%27%27%25%25%25%25%25%25%21%21%20%20%38%38%38%38%36%36%34%34%27%27%27%27%27%27%23%23%22%22%22%22%18%18%It will help people with their daily tasksIt will improve accessibilityIt will automate repetitive tasksIt will help researchers discover n

57、ew innovationsIt will advance societyIt will assist in creative tasksIt will lead to better customer experienceIt will lead to higher quality goodsIt will offer companionshipIt will create jobs for peopleNone of the aboveWhat Makes Consumers Excited About the Future of Gen AI20232024dentsu Consumer

58、Navigator Generative AI 202424Reasons for concern have changed significantly primarily discerning whats fake.Respondents who are concerned by such development grew 13-percentage points since last year.Fear that AI will become more intelligent than humans also increased (+5),while concern about poor

59、customer experience declined(-4).35%35%45%45%36%36%39%39%37%37%26%26%28%28%20%20%17%17%14%14%48%48%45%45%37%37%36%36%35%35%31%31%24%24%20%20%20%20%10%10%It will be hard to tell whats fake and whats real.It will take jobs from peopleIt will lead to new privacy threatsIt will reduce social bondsIt wil

60、l have negative effects we cant foreseeIt will become more intelligent than humansIt will lead to poorer customer experienceIt will reinforce biasesIt will lead to lower quality goodsNone of the aboveWhat Makes Consumers Concerned About the Future of Gen AI20232024+13 pts+5 pts-4 ptsdentsu Consumer

61、Navigator Generative AI 202425Consumers are divided on whether the effects of gen AI will be more positive or negative.However,slightly more(+5 points)believe“the positive effects outweigh the negative effects”compared to last year.Use of generative AI tools appears most likely to dictate sentiment,

62、with Avid users more positive than less frequent users.51%Of US consumers say“the positive effects of gen AI will outweigh the negative effects.”46%46%51%51%53%53%57%57%51%51%42%42%64%64%52%52%36%36%54%54%49%49%47%47%43%43%49%49%58%58%36%36%48%48%64%64%20232024Gen ZMillennialsGen XBoomersAvid UsersC

63、asual UsersNon-UsersWhich Future-Focused Statement Will Come True?The positive effects of gen AI will outweigh the negative effects.The negative effects of gen AI will outweigh the positive effects.dentsu Consumer Navigator Generative AI 202426Slightly more consumers feel gen AI will“create more job

64、s than it destroys”than 2023.Despite an increase of 6-percentage points,that share remains at under half of respondents(44%).Millennials are the most optimistic generation,and Avid Gen AI Users are more optimistic about jobs than less frequent users.44%Of US consumers say“gen AI will create more job

65、s than it destroys.”38%38%44%44%48%48%61%61%43%43%23%23%67%67%42%42%23%23%62%62%56%56%52%52%39%39%57%57%77%77%33%33%58%58%77%77%20232024Gen ZMillennialsGen XBoomersAvid UsersCasual UsersNon-UsersWhich Future-Focused Statement Will Come True?Gen AI will create more jobs than it destroys.Gen AI will d

66、estroy more jobs than it creates.Gen AI Can Gen AI Can Boost Boost MarketingMarketing|Navigator|Navigator04dentsu Consumer Navigator Generative AI 2024As companies begin to experiment with gen AI,they will want to ensure that the efforts they launch are in keeping with their overall marketing goals

67、and align with consumer expectations.Our survey details what those expectations are,so marketers can be best set up to meet them.dentsu Consumer Navigator Generative AI 202428Consumers continue to support brands using generative AI to power products,services,and experiences.22%21%20%20%39%38%35%31%1

68、8%17%17%14%13%16%19%21%8%8%9%13%Design products or servicesCreate ads or contentOffer personalizedrecommendationsOffer customer servicesupportConsumer Support or Opposition of Brands Using Generative AI to:20232024202420232024202420232024202420232024202461%60%59%60%55%53%51%53%18%16%17%16%17%18%14%1

69、5%21%24%24%24%28%29%34%32%OpposeNeutralSupportSupport for brands using AI to power products,services,and experiences runs across audience cohorts except grumpy Boomers.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Generative AI 202477%77%2963%63%59

70、%59%55%55%54%54%73%73%67%67%69%69%60%60%57%57%54%54%54%54%44%44%50%50%35%35%34%34%63%63%66%66%57%57%58%58%57%57%54%54%49%49%48%48%Create ads or contentDesign products or servicesOffer personalizedrecommendationsOffer customer service support2024-Support of Brands Using Generative AI to:Gen ZMillenni

71、alsGen XBoomersMenWomen71%71%Millennials are the most supportive generation.And men are more enthusiastic than women.Sentiment is similar to last years findings.dentsu Consumer Navigator Generative AI 202430Consumers see the most potential for gen AI in tech,advertising,and shopping&retail.However,f

72、ewer consumers feel the net impact*of generative AI on technology and shopping&retail will be positive compared to last year,declining 9-and 7-percentage points,respectively.Companies will need to roll out AI purposefully.0%20%40%60%80%100%TechnologyAdvertisingShopping&retailEntertainmentTravelHealt

73、hcareFashionAutomotiveFood&restaurantsFinance/bankingCustomer serviceArts&cultureBeauty&groomingSportsPerceived Net*Impact of Gen AI on the Following Industries48%48%35%35%30%30%29%29%28%28%26%26%26%26%24%24%24%24%21%21%18%18%18%18%17%17%10%10%*Net Impact is calculated by subtracting the share of re

74、spondents who answer that the impact of gen AI will be negative from the share who answer that the impact will be negative,for the following industries.%Change YoY%Change YoY-9+2-7-8+4-5-2+3+6-+62024202357%57%33%33%37%37%37%37%24%24%31%31%23%23%15%15%12%12%4%4%dentsu Consumer Navigator Generative AI

75、 202431Despite their appetite,consumers dont want AI at the expense of human jobs.This sentiment is remarkably consistent year over year and across cohorts.The consistency is even more interesting given the varied sentiment among respondents about whether AI will“create more jobs than it destroys.”7

76、4%Of US consumers say“Brands should limit their adoption of gen AI to protect human jobs.”72%72%74%74%67%67%75%75%72%72%79%79%75%75%70%70%73%73%28%28%26%26%33%33%25%25%28%28%21%21%25%25%30%30%27%27%20232024Gen ZMillennialsGen XBoomersAvid UsersCasual UsersNon-UsersViews on Limiting Use of Gen AI To

77、Protect Human Jobs Brands SHOULD do this.Brands SHOULD NOT do this.dentsu Consumer Navigator Generative AI 202432Consumers expect brands to disclose when generative AI is involved.Consumers appear especially sensitive to disclosure when interacting with branded content that has been created using ge

78、nerative AI.This may be related to heightened concern about discerning what is“real vs.fake”as AI becomes prevalent.80%Brands should disclose to consumers that a serviceservice is delivered using gen AI.80%Brands should disclose to consumers when they are having interactionsinteractions powered by g

79、en AI.81%Brands should disclose to consumers if branded contentbranded content was created with gen AI.74%Brands should disclose to consumers if a productproduct was designed with gen AI.+2 YoY+6 YoY+6 YoY+1 YoY+2 YoYdentsu Consumer Navigator Generative AI 202433Consumers believe the development of

80、gen AI should be closely managed,and brands have a key role to play in encouraging dataset quality and bias reduction.78%AGREE:“It should be required that the datasets generative AI tools are trained on are reviewed for bias and inaccuracies.”78%AGREE:“Brands should ensure that existing biases are n

81、ot propagated by the AI-based applications they leverage.”81%AGREE:“We must keep a close eye on the development of generative AI,so it doesnt get out of control.”dentsu Consumer Navigator Generative AI 202434For a select share of consumers,the use of AI by brands drives preference and even a willing

82、ness to pay a premium.Sentiment has not changed significantly compared to last year.40%AGREE:I prefer brands that use AI use AI in their customer experience in their customer experience over ones that do not.41%AGREE:I prefer brands that use AI use AI to design products and services to design produc

83、ts and services over ones that do not.35%AGREE:I am willing to pay morewilling to pay more for products and services that are designed with AI.Millennials are most likely to choose and pay more for brands that use AI.Fewer than half of all other cohorts agree.Sentiment is consistent with last years

84、findings.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Generative AI 202477%77%3544%44%43%43%38%38%58%58%56%56%38%38%34%34%27%27%21%21%20%20%13%13%49%49%47%47%38%38%32%32%33%33%31%31%I prefer brands that use AI to design productsand services over o

85、nes that do not.I prefer brands that use AI in their customerexperience over ones that do not.I am willing to pay more for products andservices that are designed with AI.%Who Agree with the Following Statements:Gen ZMillennialsGen XBoomersMenWomen57%57%dentsu Consumer Navigator Generative AI 2024Imp

86、lications for MarketersPromote efforts of augmentation vs.automation.Promote efforts of augmentation vs.automation.As consumers crave AI-driven experiences while advocating for the preservation of human jobs,companies face a delicate balance.Promoting gen AI investments can enhance brand image,yet t

87、hese investments must add to rather than replace human interaction.Following the lead of consumers,who tend to use AI to augment rather than automate,can be a savvy approach.Generate endless inspiration.Generate endless inspiration.Brands and marketers can leverage consumers confidence and trust in

88、generative AI tools as a springboard for inspiration.Top tasks include idea generation,holiday planning,fashion selection,home design,and more.The potential applications span across industries and are a safe and easy starting point for marketers looking to dip their toes into AI-powered experiences.

89、Adopt transparent marketing/advertising.Adopt transparent marketing/advertising.Its no secret gen AI has the power to meet consumer expectations for customization at scale.Yet,alongside this capability,consumers are seeking transparency from brands regarding the use of AI technologies.As expectation

90、s evolve in this new landscape,clear communication and disclosure about the involvement of AI becomes paramount.In essence,transparency emerges as the cornerstone of trust and ethical practice in the utilization of AI-driven marketing.05dentsu Consumer Navigator Generative AI 2024Implications for Ma

91、rketersContinually evaluate search practices.Continually evaluate search practices.With a majority of users turning to gen AI to answer a question,its clear that these tools will revolutionize how people find and consume information.In the immediate future,marketers have a unique opportunity to harn

92、ess the power of generative AI tools to create compelling,tailored content that aligns seamlessly with search intent,thus enhancing SEO efforts.Marketers should continue to work with agency partners to monitor evolutions in the search space.Develop industry standards.Develop industry standards.While

93、 more consumers are using gen AI for a growing list of tasks,its clear that skepticism and caution remain key barriers to adoption and acceptance.To instill trust,companies can work with creators and agencies to create industry standards.By fostering accountability within the industry,businesses can

94、 actively address concerns.Moreover,developing and adhering to industry-wide best practices also cultivates a more conducive environment for the sustainable growth and advancement of gen AI technologies.Organizations cant afford to wait.Organizations cant afford to wait.With AI already in the hands

95、of their workforce,and widespread concern about job replacement,organizations need a clear policy for AI in action.This includes robust training programs to equip employees with the skills needed to work alongside AI,transparent communication about the role of AI in their roles,and clear guidelines

96、on how AI will be integrated into workflows.05Dentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to c

97、onnect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in Tokyo,Japan and our 71,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.https:/ dentsu