NEW YORK — A new global study released by Attentive, a leading AI-powered mobile marketing company, reveals that personalization is no longer just a perk—it's a priority. The 2025 Consumer Trends Report: The State of Personalized Marketing shows that 81% of consumers routinely ignore irrelevant marketing messages, and a staggering 96% say they are more likely to make a purchase when brands personalize their outreach.
The findings, drawn from a survey of 3,300 consumers across the U.S., UK, and Australia, paint a clear picture: consumers are not only overwhelmed by generic marketing but are actively disengaging from it. In contrast, personalized experiences—especially those tailored with AI—are driving stronger loyalty, better engagement, and increased sales.
Key findings
- 71% of consumers are frustrated by irrelevant messaging.
- 1 in 4 say they're less likely to buy from a brand after receiving a generic marketing message.
- 90% want more personalized communication than they currently receive.
The report identifies three top factors behind brand loyalty:
- 66% value when brands remember their preferences.
- 52% appreciate relevant product suggestions.
- 47% want brands to recall past interactions.
Rich Communication Services (RCS) Business Messaging is emerging as a game-changer. With features like swipeable product carousels, in-message purchasing, and real-time order tracking, RCS promises an app-like experience in a text message.
- 95% of consumers are interested in using at least one RCS feature.
- 90% say RCS tools would make them more likely to buy.
- 88% of Gen Z and Millennials value AI-powered shopping experiences.
While privacy remains a concern, the study found that 99.6% of consumers are willing to share some form of personal data in exchange for relevant incentives. Still, 52% want greater control over their data, highlighting the need for transparency.
Generational marketing insights
- Gen Z engages with brand values, event invites, and behind-the-scenes content.
- Millennials respond to styling tips, brand initiatives, and interactive content.
- Boomers prefer practical updates like product launches and reviews.
With economic pressures mounting, brands face more pressure than ever to deliver meaningful value.
“In today’s economic climate, every dollar counts—for both brands and consumers. The data is clear and consumers want more relevant, personalized experiences, and brands that deliver will see the results,” said Keri McGhee, CMO at Attentive. “With AI-driven personalization and RCS-powered messaging, brands now have the tools to create truly 1:1 interactions that elevate the customer experience and build lasting loyalty.”
Download the full Survey Findings here.
Register here for Attentive's Webinar on April 30.
