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Consumer Skepticism: Half Prefer Brands Eschewing Generative AI, Gartner Reports
A recent Gartner study reveals that 50% of consumers favour brands that do not employ generative artificial intelligence. This widespread ambivalence or distrust among consumers could lead to disengagement if AI use feels forced, prompting marketers to carefully consider their AI integration and communication strategies.
What Happened
- •A Gartner survey indicates that half of consumers express a preference for brands that refrain from using generative AI.
- •The research suggests that consumers who are uncertain or distrustful of AI technology may disengage if its use becomes mandatory.
- •This finding highlights a significant segment of the market that views generative AI with caution or apprehension.
- •The report underscores the importance of understanding consumer sentiment before widespread AI implementation.
- •The study was published on 18 March 2026, by Retail Dive, citing Gartner's findings.
Why It Matters for NZ Marketers
- •NZ marketers must assess local consumer sentiment towards AI, which may mirror or diverge from global trends.
- •Brands targeting older or more privacy-conscious demographics in New Zealand could face heightened resistance to AI-driven interactions.
- •Communicating AI usage transparently and demonstrating clear value will be crucial to mitigate potential consumer backlash in the NZ market.
- •Early adopters of generative AI in NZ risk alienating a substantial portion of their customer base if not handled judiciously.
- •The 'human touch' in customer service and content creation could become a significant differentiator for NZ brands.
Strategic Implications
- •Develop a clear AI strategy that balances innovation with consumer comfort levels, especially regarding generative AI.
- •Prioritise transparency: clearly disclose when and how generative AI is being used in customer interactions or content creation.
- •Focus AI applications on back-end efficiencies or internal processes where consumer-facing impact is minimal or clearly beneficial.
- •Emphasise the human oversight and value proposition of AI tools, rather than promoting AI for AI's sake.
- •Conduct market research to understand specific NZ consumer attitudes towards AI in different industry sectors.
Future Trend Signals
- •The 'human-first' or 'AI-optional' approach will gain traction as brands differentiate themselves.
- •Regulatory bodies may introduce guidelines for AI transparency and consumer choice in digital interactions.
- •Brands that effectively integrate AI while maintaining perceived authenticity and trust will gain a competitive edge.
- •Expect a growing demand for 'AI-free' or 'human-curated' options in various consumer services and products.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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