Executive summary
- 64% of UK consumers prefer personalized marketing through generative AI.
- Consumers expect responsible use of data, with 92% emphasizing the importance of data integrity.
- Marketers are adopting generative AI cautiously, with 38% already using it and 56% ensuring quality control.
A study by Adobe shows that 64% of UK consumers support the use of generative AI in marketing and appreciate personalized recommendations. However, 92% emphasize the importance of responsible data use and privacy. Consumers are comfortable with personal data such as age and gender being used, but are less comfortable with ethnicity and browsing history. Marketers see generative AI as an important tool for personalization, with 38% already implementing it and 25% using it to create messages and content. Despite the enthusiasm, 56% of marketers are cautious about maintaining quality and trustworthiness in AI-generated content.