Adobe’s Age of Generative AI Research Highlights Acceleration in AI for Marketing, Travel and Shopping
Adobe found that two-thirds of respondents are using generative AI for marketing, and though many are still in the experimentation stages (46%), marketing teams’ priorities align with what consumers are asking for.
Adobe’s latest Generative AI Research has revealed a growing interest among Americans in using AI and related technologies for leisure, travel, and shopping activities. The new research found over half of Americans use generative AI, or GenAI tools, as an alternative to Search. These new behavioral trends among customers have popularized AI’s use for delivering highly contextual and personalized shopping experiences with brands and influencers.
In Adobe’s Age of Generative AI research, more than 3000 consumers mentioned their usage and expectations around AI ML tools for different purposes. The findings reveal the most popular use cases and exciting possibilities including using generative AI to be more creative, have more personalized shopping experiences with brands, use as an alternative to search, support in school or at work, and more. In the modern context, American users adopt genAI tools such as chat generators or image generators for their workplace or school. 30% of Americans are already familiar with the gen AI tools for their work, according to the latest Adobe research.
Common tasks done using GenAI include research and brainstorming (64%), creating text content (44%), and creating visual assets or presentations (36%). 29% of Americans use genAI for creating images or art — a salient feature among LLMs for genAI for prompt-based image and video outcomes.
Can AI make Shopping More Fun and Easy?
Generative AI is here to stay and consumers expect brands to use it to make experiences more personalized and easier to navigate.
36% of consumers in the US believe GenAI solutions can make shopping easier, giving them more authority to make price comparisons with better access to customer support services. Omnichannel communications and AI-powered chat support can vastly improve the customer experience even as 41% of consumers expect brands to use AI to improve the overall CX. From managing personalized feeds using AI to tracking the best products in a crowded marketplace, brands are expected to renew their focus on AI-powered shopping workflows.
Top Applications of GenAI in Shopping and Brand Marketing
Over half of consumers believe their favorite brands use GenAI today to deliver a personalized message. This includes communicating with the users through chatbots, AI virtual assistants, making AI content, and sentiment analysis. Adobe’s research found chatbots are the top generative AI tools US consumers have used to interact with brands. Text prompting, review analysis, product comparisons, and text generation are other popular GenAI tools US-based consumers use to converse with their brands.
While over half of consumers believe that though the brands are using GenAI in a meaningful way, there is room for improvement – forty-five percent of respondents believe it is not as helpful as it could be. Consumers believe that generative AI can help improve their experiences with faster and better customer service (65%), generate more personalized interactions based on their preferences (48%), make products and services cheaper (44%), and create more exciting and creative experiences (36%).
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Gen AI tools are transforming retail and travel, significantly boosting w********** to these sites
Two-thirds (66%) of respondents want brands to utilize their purchase history or other data to make shopping experiences more relevant to their needs. Additionally, new Adobe Analytics data shows that online traffic to retail sites (304% YoY) and travel sites (553% YoY) from generative AI tools has jumped significantly, underscoring that consumers are leveraging conversational interfaces to support their shopping experiences online.
Fifty-eight percent of consumers surveyed say that generative AI has already improved their online shopping experience, and most are optimistic about future experiences. In retail, most consumers find these generative AI possibilities appealing: being able to automatically filter products on a website based on consumers’ needs (90%), design a custom product (88%), summarize product reviews (90%), enable chatbot-based customer service (87%), and virtual personal shoppers to customize options (82%). In travel, nearly all consumers find the following applications for travel appealing: Receiving a comparison of pricing options for travel (93%), discovering the working hours for hotel services and restaurants (90%), and finding nearby parking, restaurants, and pharmacies (90%).
Two-thirds of marketers have used generative AI and most expect generative AI to transform marketing
Adobe also surveyed 400 U.S. marketers, to understand how brands are strategizing around generative AI.
Adobe found that two-thirds of respondents are using generative AI for marketing, and though many are still in the experimentation stages (46%), marketing teams’ priorities align with what consumers are asking for. Marketers expect generative AI to help scale personalized customer experiences (59%), deliver faster customer support (51%), enable more streamlined internal workflows (50%), and optimize marketing budgets (43%). Over half (55%) of marketers expect generative AI to significantly alter the marketing function within the next year.
Common marketing use cases include generating images for content creation (52%), creating copy ideas for marketing content (51%), delivering AI-powered conversational interfaces to customers (33%) and summarizing written content or meeting summaries (32%). Generative AI is seen as a copilot for creativity, and marketers (70%) and consumers (72%) generally agree that generative AI will never be as good as a human when it comes to creativity. Still, the majority of marketers believe they can accomplish more by using generative AI (85%) and be more creative with the technology (80%).
Consumers and marketers alike are experimenting with generative AI to make common tasks easier and expand more creativity. From shopping to the workplace to school, generative AI is welcoming a new age of creativity, and will likely continue to drive innovative and useful digital experiences forward.
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