UK Study Finds Consumers Are Open to AI Companions but Worry about Maintaining Human Connections

The study discovers consumers’ willingness to use AI to connect with each other and the world around them as 90% of consumers in the UK encounter difficulty making a new friend or joining a new community.

The “Connecting Consumers” report by global experiential agency Momentum Worldwide found technology is seen as an enabler to connections, with 58% open to an AI or augmented-reality companion that offers advice and companionship.

However, there is caution around technology with 86% saying there is room for advanced technology in their lives if it doesn’t take over and 69% worried human connections will be lost as AI continues to grow. This reflects a deeper implication: with the rise of AI, there's an increasing desire for genuine human interaction. 68% of people would prefer to remain single than resort to companionship with an AI, highlighting the irreplaceable value of human connection amongst technological advancements. Momentum can help brands understand and embrace these learnings, positioning marketers to better meet the needs of today’s consumers.

Yet consumers identified how brands can help bridge the gap with making real connections. 88% expressed a higher appreciation for brands that promote genuine connections with communities. Brands who foster connections are rewarded; 74% feel a sense of belonging by connecting with fellow fans of the same brand. 81% find brands encouraging consumer connections show they prioritise consumer wellbeing. Interestingly, despite technological advancements, 51% of consumers still prefer the authenticity of an imperfect human customer service representative over the efficiency of a nearly flawless AI chatbot. Brands that understand and embrace these learnings will be better positioned to meet the needs of today’s consumers and thrive in the future.

Consumers have evolved from 2014 when they desired experiences they could boast about on social media or to friends as “social currency” to 2019’s goal of joy and escapism, to now, where consumers are looking for connections above all else. Connections to communities with similar interests, existing friends, and family, and to make new connections with people. 69% identified fostering connection as the most crucial habit or activity for leading a happy and healthy life.

“Consumers need and desire for connections is undeniable,” commented Elena Klau, chief strategy & product officer at Momentum Worldwide. “Technology has the potential to unite people as a powerful companion, not a replacement for human interactions. AI, VR and mixed reality are tools we can use to enable better connections. Yet, currently, people are feeling lonelier, lost and more disconnected than ever. Alain de Botton famously wrote: “What we long for and are slowly dying without is: community.” Brands need to learn the delicate technology balance with consumers as they have a genuine opportunity to bridge the gaps in society—to close the perception of what there is and fulfil the reality of consumer’s needs. ”

One respondent commented, “As a civilization we're not connecting on a deep level with each other, and this connection is getting shallower and shallower.” 

“Arguably the biggest crisis today is a lack of community and connection in society, commented Matt Lewis, president, Europe at Momentum Worldwide. If the research suggests anything it’s that brands and marketers at large have a huge opportunity to facilitate, enable, and create shared experiences that drive more IRL connections. Not only will consumers reward brands that fill this gap, it will also help make the world a happier place!”

Momentum Worldwide has created an “Experiential Helix” utilising the insights from the “Connecting Consumers” study that identifies four core areas businesses need to address to facilitate and foster greater connections with human interactions by harnessing technology.

Momentum Worldwide’s UK office will be hosting an event in London on 18th June, to share the full findings, this will include a panel discussion. If you are interested in joining the event, please email weknowexperiences@momoww.com to register your interest.