Source: d3sign/Moment via Getty images.
451 Research by S&P Global disruptive experiences survey is a population-representative study that assesses consumer sentiment toward emerging technology trends. This year’s fielding has been refreshed to focus more deeply on developments in AI, particularly the deployment of agentic technologies and their role in the broader customer experience. Additional topics include consumer interactions with big tech (e.g., Meta, Google, Amazon), digital payments and financial technologies, and the intersection of online and brick-and-mortar shopping.
The Take
With AI evolving at breakneck speed, 451 Research overhauled the disruptive experiences survey to better capture changing consumer sentiment. Over the past year, we have seen a big uptick in adoption as the general population becomes more familiar with various AI tools, including generative and agentic technologies. At present, more respondents are open to using generative AI, while newer agentic technology is still met with some hesitancy. Consumers are interested in deploying both to make their lives easier, but they are not quite ready to give bots full autonomy to act on their behalf. For now, comfort levels vary. The same is true in areas such as AI for service and digital content, where consumers seek disclosures from brands and retailers when interacting with AI. However, if adoption of generative AI is any indication, it is likely only a matter of time before agentic AI becomes just as appealing.
Summary of findings
Consumers are interested in various agentic AI use cases but are hesitant to hand over full control. In this year’s fielding, 451 Research explored the growing interest in AI agents for customer experience.
At present, interest is strong in low-stakes scenarios, such as AI agents researching and listing products (54% are interested or already using agents for this purpose, versus 34% not interested) and negotiating a better price or deal on their behalf (53% interested/using, versus 35% not interested). Higher-stakes scenarios show promise but have not amassed majority interest.
Examples include AI agents completing purchases entirely on the user’s behalf with no approval step required (34% interested/using, versus 55% not interested), building or submitting grocery orders based on preferences (42% interested/using, versus 47% not interested), or booking travel that fits their typical preferences and budget (38% interested/using, versus 48% not interested).
Disclosure of AI use is critical across touchpoints in the customer journey, from content to service. While consumers overall have become more open to both generative and agentic AI tools in the past year, they are still not fully at ease with these deployments. For example, while satisfaction with AI chatbots is at an all-time high, more than a third of consumers (35%) say they would be uncomfortable if a conversational assistant they were interacting with turned out to be AI rather than a human. Regarding AI use in branded content, more than two-thirds (69%) deem it at least moderately important to know whether content they encounter — such as product descriptions, reviews or images — was created by AI.
Tension persists between ensuring data privacy and the desire for a more personalized experience. We have seen consumer preferences change rapidly in the past decade, swinging from heavily favoring data privacy to heavily favoring personalization. 451 Research’s latest survey reflects a nuanced picture: A significant proportion of consumers would be conditionally willing to share their data, but only if it brings a clear benefit.
Key data-sharing categories include information about household or life stage (42% unwilling, 19% willing, 32% conditionally willing), data from other apps or services (45% unwilling, 17% willing, 30% conditionally willing), and even browsing history on that brand’s website or app (37% unwilling, 20% willing, 35% conditionally willing).
Many of the percentage gaps are relatively small, highlighting tension between competing impulses. Demographically, Gen Z and millennial respondents are more likely to prioritize individualized experiences, at least in part due to their lower apprehension toward emerging technologies.
Loyalty programs are in high demand as consumers seek to maximize their dollars. Customer loyalty is one of the most competitive fronts for consumer-facing organizations across retail sectors. When asked about features that could improve their relationship with their favorite brand or retailer, more than a third of consumers cite a loyalty program with a mobile app that automatically tracks points and redeems relevant promotions (36%), ahead of responses such as fast and convenient checkout and payment options (33%) or a more connected in-store experience (23%). Organizations seeking to incentivize those less likely to share personal data might consider offering prices or discounts tied to a shopper’s loyalty or purchase history — the leading response when consumers were asked which outcomes they would expect or find worthwhile in return for the use of their data, at 34%. AI advancements will likely enhance loyalty programs in coming years, which could translate to further improvement in experience and potentially accelerate adoption.
The Smart Home Era is Here
Want insights on consumer technology trends delivered to your inbox? Join the 451 Alliance.
