Chosen twice
The customer journey of the future, and the four questions customers ask before letting AI do more.
Brands now have to be chosen twice: first by the customer’s AI, then by the customer. Customers decide how much they delegate, one task at a time, by asking four questions. Most Australian marketing teams are not yet ready for either.
4 questions every customer asks before letting AI do more:
Can it do the job? Is it worth it? Am I still in charge? Is it normal yet?
Can it do the job? Is it worth it? Am I still in charge? Is it normal yet?
39%
of Australians have used generative AI to help choose a brand, product or service
84%
want an easy transfer to a person when they use AI customer service
83%
of the 126 marketing teams benchmarked are still in the early stages of AI maturity
Original research from ACAM, supported by Adobe.
Acknowledgement of Country
At the Australian Centre for AI in Marketing (ACAM), we acknowledge the Traditional Custodians of the lands on which we live, learn, and work across Australia. We recognise their deep and enduring connection to land, waters, and culture and pay our respects to Elders past, present, and emerging. We are committed to learning from First Nations knowledge and perspectives.
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