Dentsu’s Consumer Vision 2035 Report: Brands Should Be Prepared for the AI-Filtered World

“…we are only now just entering the next era of transformation across technology, culture, and consumer expectations.”

Dentsu’s Consumer Vision 2035 Report: Brands Should Be Prepared for the AI-Filtered World

“…we are only now just entering the next era of transformation across technology, culture, and consumer expectations.”

According to a new study from Dentsu, while technology will cocoon consumers’ lives in years to come, nature will constrain them as societal conventions around growth and prosperity will be further unseated.

The result? “This will create a landscape where assumptions that previously perpetuated culture and business are re-examined,” says Dentsu.

The global study, titled Consumer Vision 2035: The Era of the Insight-to-Foresight Pivot, sets out to chart the long-term consumer trends that wills shape the next decade. The research shows a growing comfort level among consumers for an increasing number of administrative and shopping activities being managed by AI on their behalf.


 

The study, which surveyed 30,000 people across 26 countries, notes that in response to tensions brought about by change, consumers will lean further into their emotions and passions when actively engaging with brands.

“Half of global consumers say that by 2035 they want AI clone of themselves to take care of shopping, admin, and communications tasks on their behalf.”

According to the study, 7 in 10 consumers say that even today a significant share of their shopping decision is influenced by the mood they’re in at the time of purchase. The study also shows that most consumers wish they were more impulsive and actively seek experiences that elicit visceral emotions.

Highlights

  • Half of global consumers say that by 2035 they’d like to have an AI clone of themselves to take care of shopping, admin, and communications tasks on their behalf.
  • The coming decade will see the proliferation of ‘AI Gatekeepers’ that consumers will look to take charge of recurring purchases, vetting ads and promotions sent by businesses, and take part in focus groups on their behalf, so they can more easily make their preferences known to brands.
  • 4 in 5 global consumers expect that by 2035 they will need to shift some of their daily activities due to how the climate will change.
  • Brands will need to become more perceptive in order to garner consumer attention in the AI-filtered and culturally reshaped reality on the horizon.

Each of the forces outlined in the research carries implications for brands says Dentsu, but across the entire study, the ability to pivot from insight to foresight emerged as the critical quality needed to anticipate and deliver on predicted emotional states, a new requirement to thrive as a business by 2035.


 

Key APAC findings

  • AI Integration: A staggering 62% of APAC consumers (vs 49% globally) express a desire to have an AI clone by 2035, tasked with handling shopping, administrative, and communication tasks.
  • Outsourcing Trends: 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.
  • Emergence of ‘AI Gatekeepers’: The study predicts the rise of AI Gatekeepers, which consumers will rely on for recurring purchases, ad vetting, and representing them in focus groups, streamlining interactions with brands. 85% of APAC consumers would like to have an AI assistant do this by 2035, as compared to a global average of 77%.
  • Cultural Shifts: Brands will need to become more perceptive in order to garner consumer attention in the AI-filtered and culturally reshaped reality on the horizon.
  • Relationships with AI: 70% of APAC consumers think that by 2035, relationships with AI companions can be as fulfilling and rewarding as human-to-human relationships. This was highest in India (81%) and China (78%).

“What is very clear from the findings of the Consumer Vision 2035 study is that we are only now just entering the next era of transformation across technology, culture, and consumer expectations,” said Jeff Greenspoon, Global Practice President, Integrated Solutions.

“An AI-filtered world might seem far into the future, but it is already becoming a reality today and consumers’ interactions with brands will fundamentally shift within the next 10 years.

Greenspoon adds: “Business leaders and brand builders must start preparing for this new landscape today with both technology and creativity. These provocative insights are the starting point to guide people-centered transformation efforts that create long-term brand opportunities, because those that push the boundaries to innovate now will undoubtedly see the biggest impact through the next decade.”


You can download the report here.

Image by Barbara Zandoval.

 

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