我、我的品牌与AI：不确定性时代下消费者、品牌与AI之间建立韧性关系的新世界

Building resilient relationshipsbetween consumers, brands and AI Introduction Generative 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 the 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, Accenture’sConsumer PulseResearch 2025provides deepinsights into how consumers arefeeling—and how AI is reshapingsentiment and purchase behaviorthis year and beyond. In capturing The 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 engine 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 strategic 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. The AI leap: A new era of consumer experience 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 they 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. Me, my brand and AI—The new paradigm My trusted guide—Large Language Models (LLMs) are the new influencers01 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 playing “The friend who always knows what to suggest.” Getting helpful andtrusted solutions to problems is becoming easier for consumers thanks to 02My loyal companion— “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-term 03My second self—AI becomes the consumer “The friend who I trust to act on my behalf.” Consumers’ lives will get easieras autonomous AI takes the reins, fundamentally redefining the commerce 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 it 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 out This moment in the evolution of AI is an opportunity for brands toactively define their role within the LLM ecosystem—the networkof models, platforms, data sources and integrations that shape What to do: Define the brand’s role in the LLM ecosystem As LLMs intermediate the relationship between consumers and brands, consumerbusinesses must choose how to engage—assessing by platform and category, LLM partnerships Partnerships with Perplexity demonstrate the opportunity that exists for brands asLLMs race to prove their utility, gain user trust and expand commercial offerings.2By collaborating with LLM platforms now, brands will be well-positioned to shape AI discoverability All brands must optimize for discoverability in an AI-mediated world by creatinghigh-quality, frequently updated content and amplifying credible third-partysignals like reviews and social posts. To optimize the quality of commerce and 02 Fostering deeper consumer relationships What’s happening: Brands that get this right can transcend transactions by playing the role ofloyal companion and building connections that resonate on an emotionallevel. Doing so pays off. More than one-third (34%) of consumers would As AI becomes more emotionally intelligent, it can foster meaningfulrelationships with consumers like never before. Active AI users alreadysee gen AI tools as their preferred channel for personalization, consumer- Brands are uniquely positioned to capitalize on this trend. By leveraging theircomprehensive understanding of both their consumers and their industry, Consumers are What to do: Reimagine consumer experiences Brands can leverage AI to create differentiated experiences that both support anddelight consumers, enhancing emotional connections in category-relevant ways. Shift from personalization Design AI-first immersive Our2025 Life Trends