In a new study conducted by Adobe, it was found that customer expectations still exceed the enhanced practices of generative AI.

Adobe’s State of AI-driven Customer Value report surveyed Australian consumers and marketers to gauge the value of generative AI in business relations. While 44% of brands already employ AI for customer experiences, the research revealed that consumers want this uptake to be swifter. Four in five Australians expect brands to use generative AI by the end of the year, while only 72% of marketers agree.

However, this is balanced with a demand for responsible integration. 92% of consumers and 93% of marketers cite transparency as the most important concern when introducing AI to a brand. This is followed by a customer desire for privacy (67%) and honesty about data usage (59%).

Adobe vice president of digital experience marketing in Asia Pacific and Japan, Duncan Egan, believes consumers should be wary of generative AI and its risks.

“Firm ethical principles have been integrated at every step of product development at Adobe and we continuously test our generative AI features to reduce the potential for harm and bias.”

However, these concerns are balanced with the potential for significant improvements through the introduction of generative AI. More than half (55%) of Australian consumers have found that AI enhances the online shopping experience, with calls for development in areas such as convenience, personalisation and customer support.

One-third (33%) of consumers would like to see AI automatically filter products, and 30% want AI to suggest products for special events. Seven in 10 customers believe that generating an AI portrait of them wearing a product would boost their purchasing confidence.

Consumers have also turned their attention to how generative AI can simplify the planning and execution of travel. Nine in 10 (90%) respondents would like AI to find nearby amenities to accommodation, while 88% want automated working hours for hotels and restaurants, and 86% hope to see travel options mapped out based on personal preferences.