Australian consumers are witnessing a transformation in how they interact with brands, with rapid advancements in AI technology making the customer journey more personalised and efficient. A special report by EY shows Australian consumers have mixed feelings about AI – excitement but also concern.
AI: A double-edged sword in customer experience
According to the EY Australian AI Sentiment Report, Australian consumers exhibit a nuanced stance towards AI in the customer experience. On one hand, there is excitement about the potential of AI to enhance customer interactions:
- Close to four in ten Australians appreciate the idea of AI suggesting products they might not have considered
- A quarter are comfortable sharing personal data if it improves their shopping experience.
- Three in ten Australians like it when companies use chatbots for customer service, providing it enhances their experience and delivers efficiency.
Yet, amidst this optimism lies concern:
- Two-thirds of Australians are apprehensive about their data being used without consent to train AI systems.
- Three in five worry about AI being leveraged by companies to manipulate their thoughts and feelings.
These reservations highlight a crucial point: the need for building trust in AI applications.
Commenting on the findings, Katherine Boiciuc, EY Oceania Chief Technology and Innovation Officer, said the integration of AI in customer experience management is a testament to the evolving consumer landscape.
“Australians are cautiously optimistic about AI, recognising its potential to revolutionise interactions while being wary of the ethical implications. This balanced perspective is crucial as businesses navigate innovative experiences with social responsibility,” she said.
Embracing AI’s potential
The EY report underscores a clear generational divide in the acceptance of AI. Younger generations, particularly Gen Z and Millennials, are more inclined to see the benefits of AI in enhancing customer journeys. They exhibit fewer concerns about the potential misuse of data and are more comfortable with AI being an integral part of their shopping and service experiences. This segments openness presents an exciting opportunity for businesses to innovate and cater to a tech-savvy audience.
“Building and maintaining trust through transparent AI practices will be fundamental,” said Ms Boiciuc.
“Companies must prioritise ethical AI development, ensuring that consumers feel secure and valued. This involves clear communication about data usage, robust consent mechanisms, and delivering tangible benefits that enhance everyday experiences.”
AI chatbots are emerging as a pivotal tool in transforming customer service. According to the report, 47% of Australians are quite comfortable engaging with AI for common queries and issues, while 37% are open to providing feedback through these digital assistants. The success of these chat services hinges on seamless integration and functionality, ensuring a frictionless customer experience.
“As AI continues to reshape the customer experience, businesses in Australia have a unique opportunity to lead in ethical AI adoption,” said Ms Boiciuc.
“Addressing consumer concerns while harnessing AI’s potential can create an environment where trust drives further innovation.”