Most marketers think consumers like AI, few consumers agree.

MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals.

There is an enormous disconnect between marketers’ perceptions of AI’s impact on customer experience and how consumers actually experience it. According to Invoca’s “B2C AI Marketing Impact” report, 86% of marketers believe AI is enhancing the customer journey, only 35% of consumers agree. This gap in perception represents more than just a difference of opinion—it risks eroding trust and diminishing the very experience AI is meant to improve.

Marketers also appear overly optimistic about consumers’ readiness to rely on AI for complex decisions. Nearly half (49%) of marketers believe buyers prefer AI help in high-stakes scenarios, yet only 30% of consumers express confidence in AI’s ability to resolve complex issues. The findings underscore the need for brands to recalibrate their AI strategies and align internal enthusiasm with external reality to maintain credibility and improve customer satisfaction.

Previous chart: Conversational AI is growing rapidly, but consumers have a few concerns

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