SANTA BARBARA, Calif. – Many marketers are bullish on the customer-experience benefits of artificial intelligence, but shoppers aren’t feeling it, according to a report from Invoca, an AI-powered revenue execution platform.
Marketers are overwhelming optimistic about AI’s ability to transform their organizations and their careers, according to the report, and 85% of marketers believe that consumer sentiment toward AI interactions is “very positive” or “somewhat positive.”
That contrasts with just 37% of consumers who report feeling positively about their interactions with a brand’s AI. Only 30% of consumers express confidence in AI’s ability to solve complex problems, according to “The B2C Marketing AI Impact Report” from Invoca.
The report is based on interviews with marketing professionals at more than 600 business-to-consumer companies with at least 100 employees. Respondents work in the automotive, financial services, health care, home services, insurance, telecommunications, and travel and leisure sectors.
Thorvardur de Shong
“The ultimate measure of success is whether AI is making the customer’s journey better. On this point, the disconnect is most severe,” Invoca said.
The firm says its findings reveal a marketing leadership “in a state of productive turmoil. It is an industry fueled by immense optimism and urgency but simultaneously plagued by strategic blind spots, operational friction, and a dangerous disconnect from its consumers. To navigate this landscape effectively, marketing leaders must move beyond ambition and address these challenges directly.”
The report concludes with a course companies might take to base their AI strategies in “an unwavering commitment to using data to understand and enhance the actual, not perceived, buyer experience.”
