There is a huge gap between marketers’ perception of AI’s impact on the customer experience and how consumers actually experience it. According to Invoca’s “B2C AI Marketing Impact” report86% of marketers believe AI improves the customer journey, but only 35% of consumers agree. This gap in perception represents more than just a difference of opinion; there is a risk of eroding trust and compromising the experience that AI is designed to improve.
Marketers also appear overly optimistic about consumers’ willingness to rely on AI for complex decisions. Nearly half (49%) of marketers believe buyers prefer AI assistance in high-stakes scenarios, but only 30% of consumers express confidence in AI’s ability to solve complex problems. The findings underscore the need for brands to recalibrate their AI strategies and align internal enthusiasm with external realities to maintain credibility and improve customer satisfaction.
Previous chart: Conversational AI is growing rapidly, but consumers have some concerns
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Constantine von Hoffman is editor-in-chief of MarTech. A veteran journalist, Con has covered business, finance, marketing and technology for CBSNews.com, Brandweek, CMO and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra and many other publications. He has also been a professional stand-up comedian, has lectured at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and board games, and is the author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife Jennifer, and too many or too few dogs.
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