Study: Two-thirds Of Millennials Receptive To AI In Advertising

Study: Two-thirds Of Millennials Receptive To AI In Advertising
SHARE
THIS



New research has found that the majority of Millennials are welcome to suggestions and predictions for products and services through brands’ use of artificial intelligence (AI).

According to Rocket Fuel’s Consumer Perceptions of AI Survey, over two-thirds of Millennials see the benefits of brands using AI to help inform and direct their buying decisions.

The study found that 80 per cent of the 25 to 34-year-olds surveyed see value in brands engaging them with personalised advertising and offers.

Additionally, 62 per cent see the value of using AI to make suggestions on products or services that they might want based on their interests.

The survey, which polled 1,895 people in eight countries (Australia, the UK, the US, Germany, Italy, Sweden, France, and Spain) found a positive attitude overall towards AI.

Nearly two-thirds said they find it an exciting development in technology (growing to 81 per cent for males aged 18 to 34), and 69 per cent agree it’s become a part of everyday life.

In terms of its application, those surveyed said they were aware of it being used in military operations (64 per cent), in the home (61 per cent), and in media – advertising and marketing combined (61 per cent).

Of those that were aware of its use in advertising, 57 per cent said they viewed it as a positive force.

Mailee Creacy, country manager, at Rocket Fuel for Australia and New Zealand, said: “Our research provides a fascinating snapshot of consumer attitudes towards AI and the fast-changing digital landscape.

“This is especially true for Millennials, who are aware of the value exchange that takes place – they provide brands with personal data and expect to see their information used in ways that provides them with tangible benefits.

“Being able to engage with Millennials in a personalised way is the next frontier as brands seek to maintain and increase relevancy in the digital age.”

Latest News

A young boy nerd shouts at the top of his voice to his co-worker through a megaphone trying to talk some sense into him. The young nerds are dressed in bowties and glasses. Retro styling.
  • Opinion

Smart Speakers: The Voice Of A Generation

In this opinion piece, Growth Tank management consultant David Willey looks into research on the usage of voice assistants and access to smart speakers for Generation Z, Millennials and Generation X in Australia. We hear a lot about how Millennials, and now Generation Z, are changing the game on marketing by adopting the latest technology, including digital voice […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Bags Work For Oroton
  • Advertising

Host/Havas Bags Work For Oroton

Host/Havas staff forced to takes lessons on accessorising after snaring Oroton's creative account.

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team
  • Media

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team

Macquarie Media has announced that two of Australia’s cricketing greats, Glenn McGrath and Mike Hussey, are the latest additions to its cricket commentary line-up. McGrath (pictured above, right) and Hussey (pictured above, left) will join Darren Lehmann and Ian Chappell in the Macquarie Macquarie Sports Radio commentary box this summer, as part of the company’s new six-year […]

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy
  • Advertising
  • Media

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy

Special Broadcasting Service (SBS) has announced the appointment of Andrew Mudgway as its national sales manager for TV and digital. Mudgway joins SBS from Fairfax Media, where he was responsible for the publisher’s national digital and print sales team. He brings more than 25 years’ experience to SBS, having also held positions at IPG Mediabrands, […]