RESEARCH REPORT
Me, my brand and AI: The new world of consumer engagement
Building resilient relationships between consumers, brands and AI in times of uncertainty
5-MINUTE READ
June 3, 2025
In brief
- AI is evolving from a useful tool to a trusted guide, loyal companion and personal shopper.
- This shift is pushing brands to rethink how they show up in critical moments.
- Explore how generative AI is reshaping consumer-brand relationships—helping brands adapt, stay relevant and build trust and loyalty.
Consumers are forming emotional connections with AI
Generative AI (gen AI) is becoming a go-to for consumers in their daily lives. According to our research, more than one-third of active gen AI users now consider the technology a “good friend.” The implications for this fundamental shift on consumer brands are profound.
For our latest Consumer Pulse research, we surveyed 18,000 people across 14 countries to gain deep insight into how consumers are feeling and how AI is reshaping the interactions and relationships they have with brands. We found that gen AI is no longer just a tool for speed and personalization—it’s becoming a confidant and trusted advisor.
36%
of active users now consider gen AI “a good friend”
87%
of active gen AI users would consider asking gen AI for social and relationship advice
93%
of active gen AI users seek (or would seek) advice on personal development goals
As AI embeds itself across the discovery, decision-making and purchase journey, brands risk being left out unless they adapt to consumers’ evolving expectations.
At the same time, more than half (54%) of consumers see uncertainty as the new normal. In these times, the brands that will grow are those that create experiences and connections that give consumers more confidence. These brands won’t just stay relevant—they’ll shape the future of AI-driven marketing and commerce.
The AI leap: A new era of consumer experience
Gen AI is rapidly changing how consumers engage with brands. Approximately half of consumers in our survey have made a purchase decision with the support of gen AI—making it the fastest-growing source of buying advice in the past year. And for active users, it’s now the second highest source for product recommendations after physical stores (see Figure 1).
With tools like ChatGPT, Perplexity and Claude becoming mainstream, 72% of consumers now interact with gen AI. Already, 30% of active gen AI users trust AI suggestions more than those from friends, retailers or search engines.
This shift is fueled by two key AI capabilities: empathy, where AI understands and learns from human sentiment; and autonomy, where it anticipates needs and takes action. These evolving capabilities are unlocking new experiences and business models, such as personalized health support or AI-driven meal planning (see Figure 2).
Me, my brand and AI:
The new paradigm
The rules of engagement are changing as AI becomes a friend and ally to consumers. Brands that act now will be ready to shape the future of consumer engagement, with AI playing the role of a “friend” in three ways across the evolving consumer journey.
AI as my trusted guide
LLMs are the new influencers: “The friend who always knows what to suggest.”
LLMs are transforming consumer behavior by simplifying intent-based searches, influencing purchase decisions and now integrating commerce. Brands must adapt or risk losing relevance in a rapidly changing digital landscape.
What’s happening:
Consumers expect AI results that are relevant, transparent and accurate. Brands that optimize content for AI tools like ChatGPT and Google AI Overviews not only increase their visibility but also help build trust and credibility with consumers—while helping LLM platforms boost their own integrity and transparency.
What to do: Define the brand’s role in the LLM ecosystem
- Partner with AI platforms to co-create engagement models
- Optimize content for discoverability
DATA
83%
of active gen AI users rely on gen AI when choosing a product/service
AI as my loyal companion
AI fosters deeper relationships: “The friend who puts my needs and wants first.”
As AI adoption grows, it's forging stronger emotional connections with consumers, especially active gen AI users who find these tools more personalized than other channels. But these connections shouldn’t be limited to third-party platforms.
Brands have a unique opportunity to deepen loyalty by delivering tailored, empathetic experiences. Consumers who feel emotionally connected are significantly more likely to engage, recommend and pay premium prices.
What’s happening:
Consumers are skeptical of AI content that feels generic, inauthentic or lacks a personal touch. Brands can stand out by using AI to create more relatable, engaging experiences that personify the brand and build on existing consumer relationships.
What to do: Reimagine consumer experiences
- Shift from personalization to proactivity
- Make AI interactions feel human
- Design AI-first immersive experiences
- Integrate AI with supply chain data
DATA
34%
of consumers would switch to brands that offer experiences that make them feel special
AI as my second self
AI becomes the consumer: “The friend who I trust to act on my behalf.”
AI agents are gaining autonomy—capable of making decisions and purchases on behalf of consumers. The emergence of browser-based AI agents, such as Mariner and Operator, is already putting agentic assistants at consumers’ fingertips. This shift will transform how brands engage, as they now need to appeal to both human and AI “shoppers.”
Brands may lose out on awareness and search traffic if AI agents bypass traditional media, while increased reliance on AI could create security and operational risks. To stay competitive, brands must focus on unique, experiential offerings that build loyalty and engagement in an AI-driven market.
What’s happening:
As consumers empower agents to purchase on their behalf, brands must stand out in direct consumer engagement and AI-driven interactions to avoid competing only on price.
What to do: Prepare for “zero-touch” engagement
- Prioritize experiential and emotional value
- Enable cross-brand and multi-service AI integration
DATA
75%
of consumers are open to using AI agents as personal shoppers
Winning hearts, minds and algorithms
Giving consumers the confidence to navigate both uncertainty and the new AI landscape will be brands’ strongest asset in fostering long-term relationships and loyalty.
The most successful brands will use AI to deepen relationships, improve service and reinforce what makes them unique, without losing the human touch. Key actions include strategically navigating LLM ecosystems, creating a dynamic customer experience and taking a holistic approach to AI agents.
The time to act is now. The investments brands make today will help them remain seen, relevant and indispensable in an AI-driven world.
What’s trending in consumer industries
