Advertisers rightly have confidence in the fact that creativity can make a huge impact on commercial results but, ironically, we’ ve not always tailored our message perfectly
Chris Mellish
Managing Director, UK and Ireland Accenture Song
Proactive listening Brands looking to capture customer insights need to get more proactive, says Chris – especially when customers are actively looking for new products, with buyers increasingly relying on AI in the decision making process. In fact, a survey from Accenture released in June has found that nearly three out of four consumers( 74 %) would trust a personal AI agent more than their best friend to make a purchase on their behalf. The survey – which spans 25,590 people across 16 counties – also found that nearly a third of people would let an agent decide what to buy, provided they could make the payment themselves, and 9 % are open to an AI agent making fully autonomous purchases.“ The evaluation phase is where customers are most vocal- they just aren’ t talking to you,” Chris says.“ They’ re searching, comparing, asking questions in forums and LLMs, hesitating on pricing pages.” But, by using AI to understand customer insights, brands can listen to that data in real time,“ rather than waiting for a post-purchase survey to tell us what we already missed,” Chris says. These insights, Chris explains, go beyond straightforward customer signals.
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