BOSTON, Nov. 21,
2024 /PRNewswire/ -- Jack Morton, a leading
global brand experience agency, today reported its latest findings
from its global research program, Experience Better/Insights. The
new report reveals a significant shift in consumer sentiments
with the arrival of ChatGPT as a disruptive player in the creative
and marketing services industry. This marks a pivotal moment in the
relationship between brands and consumers across the globe. The
study builds upon the first half of research released earlier
this fall.
Data shows that more than 50% of consumers say they will no
longer trust a brand that doesn't live up to its promises.
One-quarter of consumers worldwide take it to a place even more
damaging for brands in that they believe making promises they don't
intend to keep is just what brands do. This level of cynicism can
undermine any sincere efforts brands make to earn consumer
trust.
The comprehensive study highlights the transformative impact of
ChatGPT on consumer expectations and brand trust. "The incredible
opportunity for personalization at scale in entertainment,
shopping, and experiences of all kinds can be fully realized when
consumers trust brands with their personal data and trust them to
deliver on the promises they make," said Damian Ferrar, EVP, Global Innovation Director
at Jack Morton.
The research, which surveyed 5,000 consumers across the US, UK,
UAE, Singapore, and Saudi Arabia, underscores the evolving
attitudes towards data privacy and brand trust in the post-ChatGPT
era. Key findings include:
- Increased Consumer Skepticism: Prior to ChatGPT's
release, only 29% of consumers were willing to share their personal
data with brands. Post-ChatGPT, this number has seen a slight
increase, but skepticism remains high, with nearly half of US
consumers stating that brands rarely live up to their promises. In
addition, people care more today about how brands behave than they
did pre-GPT but have less faith in their ability to deliver what
they promise.
- Heightened Expectations: Consumers now expect brands to
act as good partners and corporate citizens. The study found that
85% of consumers globally, and 88% in the US, care about how brands
behave towards their communities, customers, and employees.
- Regional Differences: There are notable regional
differences in brand trust. In the US and UK, roughly one third of
consumers will stop buying a brand if it doesn't live up to its
promises. However, in Singapore
that number jumps to almost half (43%).
Added Joe Panepinto PhD, SVP, Executive Strategy Director and
Global Head of Learning and Engagement, "Our research tracked a
significant uptick over the last few years in the percentage of
consumers who think brands don't live up to their promises. This
growing cynicism can undermine any sincere efforts brands make to
earn consumer trust. Brands must be careful what they promise and
ensure their actions align with their commitments."
As companies navigate this new era of AI-enabled,
hyper-personalized experiences, it is crucial for brands to build
and maintain consumer trust. This report provides valuable insights
for brands looking to enhance their digital presence and improve
customer engagement.
The research was conducted by Jack Morton with support from
YouGov and RepData in late spring 2024. Consumers were asked
questions about sharing personal data, the expectations for AI and
experiences and feelings about how brands behave.
The first part of the Experience Better/Insights report,
released in September 2024 examined
data privacy in a post ChatGPT world and consumer willingness to
share personal data for AI-driven brand experiences.
To access the latest Experience Better/Insights report and gain
deeper understanding into consumer attitudes toward data privacy
and brand trust, visit our website to download.
About Jack Morton
Jack Morton is an award-winning global brand experience agency. We
partner with the world's most powerful companies to build stronger
relationships between brands and the people who matter most to
them. Driven by our mission to "Be extraordinary," we inspire the
world to experience better. We do this through integrated marketing
campaigns with experience at the core. Our specialized practice
brands include Jack Health, Vivi, Jack 39, Jack
X, and Genuine. Our work and agency culture has won some of
the world's most prestigious industry awards, including AdWeek's
Experiential Agency of the Year, Cannes Lions, Effies, D&AD
pencils, Clios, Emmys, EX Awards, and Campaign's Experience Awards,
as well as Global Agency of the Year and Best Places to Work.
Founded in 1939, Jack Morton is part of the Interpublic Group of
Companies (NYSE: IPG). Visit us at www.jackmorton.com or
follow us
on LinkedIn, Instagram and YouTube.
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