Next up, AI gatekeepers. Brands’ next big hurdle to reaching consumers

In the not-so-distant future, consumers will rely on AI gatekeepers on for recurring purchases, ad vetting, and representing them in focus groups, streamlining interactions with brands, said Dentsu in its Consumer Vision 2035 titled “The Era of the Insight-to-Foresight Pivot”.

The study which surveyed 30,000 individuals across 26 countries, also finds that a staggering 88% of APAC consumers, the highest globally, are inclined to delegate work and personal scheduling duties to AI assistants, with several countries scoring notably above the regional average. Interestingly, 62% of APAC consumers (versus 49% globally) express a desire to have an AI clone by 2035, tasked with handling shopping, administrative, and communication tasks.

Don't miss: WhatsApp's latest AI ad capabilities: A knife in the hands of business? 

This means that brands will need to become more perceptive in order to garner consumer attention in the AI-filtered and culturally reshaped reality on the horizon. Moreover, brands will need to develop anticipatory behaviours to stand out.

These capabilities will be needed to both navigate the filters put in place by AI gatekeepers and offer experiences that feel serendipitous to the end user.

Around 80% of global consumers in the study said that the best way for a brand to stand out and earn their loyalty is its ability to surprise and delight them in unexpected ways.

Capturing signals from AI agents that manifest consumer preferences, developing brand personalities to fuel conversational engagement, and integrating capabilities to decode human emotions will be key for brands looking to pivot from insight to foresight, the study added.

As anticipation becomes an expectation as we head towards 2035, brands and marketers will need to become more perceptive, developing innovative solutions to enhance their understanding of consumer wants and reconciling them with business needs. Consumers will increasingly prioritise emotional connections with brands, with 75% stating that mood significantly influences their purchase decisions. The study also shows that most consumers wish they were more impulsive and actively seek experiences that elicit visceral emotions.

Dominic Powers, chief growth officer, dentsu APAC, said: “Consumer Vision 2035 unveils the dawn of a transformative era across technology, culture, and consumer expectations. As we navigate toward an AI-filtered future, businesses must proactively adapt to meet evolving consumer needs. These insights serve as a compass for people-centred transformation, fostering long-term brand resilience and innovation.”

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles:  
Singapore launches GenAI governance framework with 9 core pillars 
How small companies can better adopt Gen AI 
Study: Content production has increased by 56.7% with the introduction of gen AI