2026年美国未来营销趋势报告：智能变革-人工智能对消费者与品牌意味着什么

The Intelligence Shift:What AI Means forConsumers and Brands This report is designed to help answer the critical questionsfacing marketing leaders today. How is consumer behaviorshifting in an AI- and LLM-driven world? What does a new eraof discovery mean for how we build brands? And how should Kris Tait Chief Business Officer, Croud US Weʼre at an inflection point, where AI is no longer adifferentiator in itself; it is the context in which allbrands now compete. The real advantage lies in thereturn - on data, creativity, and media investment,enabling faster, more commercially impactful Drawing on proprietary consumer insight from the latestedition of the Croud Consumer Index (CCI), this report isstructured to guide you from insight to action. Part 1 exploreswhat the AI era means for marketers, with a uniqueperspective from Microsoft. Part 2 presents the CCI insights, growth in a constantly shifting consumer landscape. At our recentAI for Growthevent, Neil Sawyer from HPreminded us that while AI may feel like a gold rush,investment alone will not create value. Data and technologyinfrastructure are simply inputs; it is the ability to refine,orchestrate and apply them intelligently that drives Together, these sections highlight the emerging patterns inconsumer behavior and translate them into practicalrecommendations. This report will help you understand what Neil SawyerSenior Vice President,Northern Europe, “AI may feel like a gold rush, but data alone doesnʼt create value. The winners willrefine and orchestrate it to drive measurable return, without losing the human lensof creativity and trust. What stood out to me about Croud is their focus on turning Contents This report, in partnership with Microsoft, explores how shifting consumerbehaviors intersect with AIʼs impact on marketing, and what it means forbrands. Part 1 pg. 4 “Our goal is tohelp marketersunderstand not justwhatʼs changing,but how to act,adapt, and thrive inthis new era ofconsumer discovery.” Part 1 Microsoft’s perspective -How AI is impacting consumer Microsoft’sperspective:AI as the new layer Thom Arkestål Head of Insights, EMEA andLATAM, Microsoft Advertising Key trends in Copilot usage Data comparing January to August 2025 points to fast diversification inhow people access AI. Copilot usage is moving beyond standalone chat:adoption of Copilot in Teams and Copilot in Outlook increased by 85% and 79% respectively in just six months1. This is a critical inflectionpoint for brands, because the contexts where prompts are written(meetings, inboxes, and everyday planning) are also contexts where Generative AI is rapidly movingfrom novelty to an everyday layerinside the tools people already useto plan, decide, and get work done.New usage signals from MicrosoftCopilot illustrate a clear shift:consumers and knowledge workersare not only chatting withstandalone assistants, butincreasingly relying on embedded At the same time, the questions users ask are becoming more specificand decision-oriented. Across verticals, Copilot conversations rangefrom practical tasks to high-consideration decisions and sensitiveinformation needs. While Work & Career and Technology remaindominant conversation themes, 2025 saw notable momentum in Advertising and theAI-assisted journey Engagement signals andmarket-level differences Copilot sessions are not fleeting:the average session lasts 4 As one of the first platforms tointroduce advertising in an AIexperience, Copilot has testedmultiple ad formats. Reported 2025results indicate that ads in Copilot minutes and 25 seconds3,indicating sustainedback-and-forth rather thansingle-shot queries. Formarketers, longer sessions AIʼs role varies meaningfully byvertical. For example, 21% of retail shoppersreport using AI, compared with 50%of travel shoppers when browsingthe web. While the overall length ofthe decision journey appears similarfor AI and non-AI users, AI usersshow materially higher onlineengagement with nearly 60% moresessions than non-AI users. The Engagement varies by market.When conversation volume is normalised for population,Canada, France, and Australiashow the highest per-capitaCopilot engagement, with theUK and the US ranking closebehind. Topic mix also shifts by Implications for marketers As AI becomes embedded in everydayworkflows, brands should design forconversational discovery: create content Measurement and media plans should account formarket-level differences in adoption and topicmix, and test AI-native ad formats that enhanceuser tasks. The winners will be the brands that Insights from the CroudConsumer Index: Christmas. Adoption continues to rise, yet conventionalsearch remains vital. LLMs arenʼt replacing it; theyʼreexpanding total attention and creating incremental Insights from the CroudConsumer Index: This section digs deeper into “acceleration moments”from Black Fridayʼs high-speed deals to Christmas giftdiscovery*. We anticipate the same patterns to play