1、Me,my brand and AI:The new world of consumer engagementBuilding resilient relationships between consumers,brands and AI in times of uncertaintyAccenture Consumer Pulse Research 2025IntroductionGenerative AI(gen AI)is becoming a go-to for consumers in their daily lives.The reasons for this run deep.A

2、ccording to our research,36%of active gen AI users consider the technology a“good friend.”1The implications for brands are significant.Nearly one in 10 consumers(9%)already rank gen AI as their single-most trusted source of what to buy.What began as a tool that could provide personalized product rec

3、ommendations or help create content is quickly becoming a powerful engine of consumer behaviorshaping what people want and expect,and how they buy.But that isnt all.The technology is rapidly evolving towards autonomous task execution.Soon,gen AI wont just influence buying decisions.With agentic AI c

4、apabilities,it will make themessentially becoming the consumer itself.At the same time,consumer uncertainty prevails.More than half(54%)of consumers now see uncertainty as the new normal,a sentiment that has doubled in the past year.Diminishing consumer confidence and agentic solutions threaten to c

5、reate a race to the bottom,where brands compete on price.In these times,the brands that will grow are those that compete on experience and connection,differentiating themselves in category-relevant ways to each individual consumer.AI offers a solution by enabling truly differentiated experiences tha

6、t deepen relationships with consumers.The brands that will succeed will be those that determine how to best show up in this new world,competing on unique AI-led experiences and forging strategic collaborations and partnerships.Brands that hesitate risk falling out of the consideration set altogether