我、我的品牌与AI：消费者互动的新世界

IntroductionGenerative AI (gen AI) is becoming a go-to for consumersin their daily lives. The reasons for this run deep. Accordingto our research, 36% of active gen AI users consider thetechnology a “good friend.”1The implications for brands are significant. Nearly one in10 consumers (9%) already rank gen AI as their single-mosttrusted source of what to buy. What began as a tool thatcould provide personalized product recommendations orhelp create content is quickly becoming a powerful engineof consumer behavior—shaping what people want andexpect, and how they buy. But that isn’t all. The technologyis rapidly evolving towards autonomous task execution.Soon, gen AI won’t just influence buying decisions. Withagentic AI capabilities, it will make them—essentiallybecoming the consumer itself.At the same time, consumer uncertainty prevails. Morethan half (54%) of consumers now see uncertainty as thenew normal, a sentiment that has doubled in the past year.Diminishing consumer confidence and agentic solutions threaten to create a race to the bottom, where brandscompete on price. In these times, the brands that will groware those that compete on experience and connection,differentiating themselves in category-relevant ways toeach individual consumer.AI offers a solution by enabling truly differentiatedexperiences that deepen relationships with consumers.The brands that will succeed will be those that determinehow to best show up in this new world, competingon unique AI-led experiences and forging strategiccollaborations and partnerships. Brands that hesitate riskfalling out of the consideration set altogether. But thosethat act now to get it right can shape the future ofAI-driven marketing and commerce. Accenture’sConsumer PulseResearch 2025provides deepinsights into how consumers arefeeling—and how AI is reshapingsentiment and purchase behaviorthis year and beyond. In capturingresponses from18,000consumersin14countries, our report revealsnew pathways for brands to pursuesustainable growth, become morerelevant to consumers and buildresilient relationshipsin today’schallenging economic climate. Gen AI is becoming an integral part ofour lives, with 72% of consumers usingthe tools regularly. These human-likeinteractions are expanding beyondrecommendations to meet a widerrange of personal needs. Just as theymight confide in a friend, 94% of activegen AI users have or would considerasking it for help with personaldevelopment goals, and 87% say thesame for social and relationship advice.In parallel, the rapid growth of AIcapabilities is creating entirely newexperiences and end-to-end businessmodels. Imagine, for example, apharmacy providing in-home, human-like robots that can offer elderly patientsphysical support and companionship.Technology advancements intwo critical areas of cognition—empathy and autonomy—are makingbreakthroughs like this possible. Thesecapabilities are reshaping consumerjourneys and providing brands withunprecedented opportunities to fosterstronger relationships and drive growth.The AI leap: A new era of consumer experience As AI becomes a friend and ally to consumers, the rules ofengagement are changing. Brands that act now will be readyto shape the future of consumer engagement, with AI playingthe role of a “friend” in three ways:Me, my brand and AI—The new paradigmMe, my brand and AI as ...My trustedguideMy loyalcompanionMysecond self010203 “The friend who always knows what to suggest.” Getting helpful andtrusted solutions to problems is becoming easier for consumers thanks toAI, influencing real-time engagement and purchasing decisions.My trusted guide—Large Language Models (LLMs) are the new influencers“The friend who puts my needs and wants first.” Consumers can enjoypersonalized, proactive and emotionally engaging experiences like neverbefore thanks to AI, creating opportunities to foster deeper, long-termrelationships based on mutual authenticity.My loyal companion—AI fosters deeper relationships“The friend who I trust to act on my behalf.” Consumers’ lives will get easieras autonomous AI takes the reins, fundamentally redefining the commercelandscape as agents make purchases for consumers.My second self—AI becomes the consumer 01AI as my trusted guide:LLMs are the new influencersWhat’s happening:Natural language interfaces are accelerating the adoption of AIsearch, making gen AI tools a go-to channel. One in two usershave already informed a purchase decision using gen AI, making itthe fastest-growing source for recommendations and advice in thepast year. And for active users, gen AI is now the second highestsource for purchase recommendations after physical stores.As third-party LLMs expand their influence from discovery toconversion, consumer businesses need to actively engage. Donothing, and brands risk being misrepresented, or worse, left outof the consumer consideration set altogether.This moment in the evolution of AI is an opportunity for brands toactively define their role with