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1、The empowered consumerThe key to deeper consumer relationships:reducing the noise around decision-makingIn the last three months of 2023,74%of consumers walked away from purchases simply because they felt overwhelmed,according to Accentures Consumer Research 2024.2 Despite companies increasing focus

2、 on customer-centricity and personalized experiences over the past few years,most people(71%)see no improvement or even see an increase in the time and effort required to make a purchase decision.Its no wonder.Consumers today face a seemingly endless number of choices,messages,ads and claims.Recomme

3、ndations from friends,family,influencers,algorithms and apps only add to the noise,and this information overload is impacting peoples confidence in their purchase decisions.Surprisingly,our analysis reveals this to be an issue regardless of the relative cost or frequency of a purchase.Choosing small

4、 items like moisturizer can be as challenging as selecting big ticket items like a washing machine.But theres good news both for consumers and the companies seeking to serve them:New and emerging AI tools can help companies deliver hyper-personalized experiences that not only cut through the noise,b

5、ut also simplify decision-making,deepening loyalty in the process.3 Consumers are ready.Based on our research,we believe that consumers are on track to adopt generative AI-powered advisors at scale over the next two years,as they increasingly seek to lighten their workloads associated with making pu

6、rchases.More than half(51%)of the consumers in our study are already open to using conversational AI solutions.Ultimately,we expect this shift to trigger the largest reconsideration in decades of what and how consumers buy.The question is how consumer-facing companies can best harness technology to

7、be where people are when making decisions,and to make the experience easier.Those who empower consumers with easier decisions will earn deeper loyalty,leaving competitors behind.Accentures survey of 19,000 consumers from 12 countries offers fresh insight into consumers experiences in making purchasi

8、ng decisions across categories.Introduction75%of people surveyed feel bombarded by advertising and 73%feel overwhelmed by too many options,as one respondent told us:“Finding information is easy,but it is difficult to make a decision from so much.”12The empowered consumerContentsShaping the ultimate

9、in consumer empowerment04Discovery:From confusion to clarity09Conversion:From transactions for anyone to experiences for someone14Loyalty:From brand purpose to human purpose20Be data-powered and delightfully human 253The empowered consumerShaping the ultimate in consumer empowerment4The empowered co

10、nsumerUnlike previous tech-driven tools,generative AI can enable companies to understand each individual consumer to a degree that was impossible before by picking up on the intricacies that surround any given choice.Using this granular,life-centric knowledge,they can get to know their consumers as

11、real,evolving people rather than as lists of transactions and curate uniquely personal experiences that cut through the noise.Search is a critical component of how consumers start the purchase journey,and some are already engaging with a new process by searching for their need than for the solution.

12、Its the difference between“I want to find this item”and“I want to solve this problem”or“I want a recipe for lasagne”versus“what can I cook for eight people with these dietary factors?”Generative AI is upgrading simple searches to more nuanced,semantic ones,which is becoming a vehicle for empowered d

13、ecision-making.Search is also becoming infinitely more transparent,and the challenge for companies lies in defining how best to engage in this new environment.To show up as a result in semantic searches,companies will need to allow third party generative AI-powered tools access to product details on

14、 their website.For semantic search on their own channels,they must also develop data sets that go beyond product attributes and include an understanding of the contexts in which a certain product could be the right solution.Every purchase decision is both personal and situational.This means working

15、to understand what consumers need and how they want to engage it means understanding everything from their preferred channels and formats to day-to-day influences on their purchase decisions.In some instances,consumers will simply want to grab and go,while in others,theyll be keen to invest a greate

16、r level of consideration.In different contexts,a consumer may want to browse independently,obtain expert advice,or even outsource the choice completely.5The empowered consumerFigure 1 offers a look at three such decision-making scenarios and describes how AI tools could help companies find the right

17、 note to strike at the right time in each.Purchase TypeSimple/straight-forward or very complex Experiential,important or unfamiliarHigh frequency and/or high effort“I want to make a quick decision”“I want to be in control”“I need advice to make the right choice”“I want to see,try and test“I want to

18、feel special”“I dont want to spend time on this”Bombarded by advertising,confused by terminology,and/or overwhelmed by options.May also face high workload involved in researching potential choiceGeneric chat bots with limited ability to tailor advice to specific needs.Personal touch from real-life a

19、dvisors only where accessibleStatic subscription services add to the workload because they are cumbersome to adapt when changes inevitably need to be madeCurated experiences Generative AI advisorsGenerative AI agentsUse generative AI,AI and other technologies to anticipate an individuals needs,deliv

20、er targeted content and make hyper-transparent recommendations accordinglyFast track the discovery process,showcase the options,and deliver expert,personalized advice be it through an AI persona or real-life employee interactionsAct as a consumers personal assistant;capable of taking on complex deci

21、sions and actioning them autonomously in order to reduce the mental and physical effort required to make decisionsI want to make a decision independentlyI want active help to make a decisionI want the decision to be made for meChallengeNeedOpportunityFigure 1:Decision making scenarios6The empowered

22、consumerOne of the burden-lifting tools generative AI can power,for example,is transparency in search.Imagine a consumer searching for a particular brand and cut of jeans available with numerous retailers.A generative AI-powered search could know if price is usually the most important factor influen

23、cing that consumers final decision to buy.It would then spotlight the cheapest option in the results so that they wouldnt need to trawl through innumerable search results.In another setting,it could just as easily know that a consumers priority is usually delivery time,an easy returns process,or a p

24、reference for a local bricks-and-mortar store.It could spotlight the best option for the consumer as appropriate.And it could learn where and when consumers priorities generally shift,and tailor its responses accordingly.AI-powered search can do all this while being remarkably“human”even as it posse

25、sses attributes that only a machine can deliver at speed.Its a powerful blend.The technology,like a human,has the capacity to understand context,to engage,learn and even build relationships,and offer nuanced recommendations.But unlike people,AI-powered advice is fed by virtual libraries that constan

26、tly update themselves and can quickly draw relevant,actionable insights from endless sources of information.Take UK retailer Marks&Spencers acquisition of Thread as an example a move that has added substantial revenue through enhanced personalization.4 Threads proprietary technology now enables the

27、brand to make recommendations based on style,size and budget,helping consumers get from search to purchase with less effort.As consumers rely more on these advisors to decide what to buy,advisors will learn more about them even if their preferences change.So,the AI tool becomes increasingly relevant

28、 and sophisticated as time passes.Its a vehicle that supports more sophisticated information processing and decision-making by introducing an interpretation layer that takes some of the workload for the consumer.Its the ultimate in consumer empowerment.7The empowered consumerRelevance builds relatio

29、nships.Empowering consumers through generative AI will transform how they think about brands such that they become a part of a persons life beyond a single purchase.To remain relevant into the future,companies must rapidly build deep and hyper-personalized relationships generative AI will enable the

30、m to do this on a scale never seen before.Thats why early movers can capture a distinct competitive advantage.Companies that watch and wait are unlikely to catch up.Early movers already have the advantage:theyre 3.7x more likely to be using generative AI to identify new and unmet needs.5 Tailor advi

31、ce for consumers so they have the facts and insights to make decisions confidently.01DiscoveryFrom confusion to clarityDesign personalized experiences that influence consumers to act.02ConversionFrom transactions for anyone to experiences for someoneCreate a partnership thats human by design to buil

32、d trust and earn loyalty.03LoyaltyFrom brand purpose to human purpose Figure 2:Fundamental shifts across the consumer journeyWere already seeing the very first movers use generative AI to break down the barriers to consumer intimacy and enable true segmentation of experiences at scale.Were seeing th

33、em adapt their ways of working to get the most from generative AI and other technologies.Theyre overcoming challenges that have plagued them for years and discovering how to enrich human connections across the purchase journey while preserving consumers agency.Specifically,theyre making fundamental

34、shifts across three key phases of the consumer journey discovery,conversion and loyalty to reinvent the relationships they have with consumers and the role they play in their lives(see figure 2).8The empowered consumer01 DiscoveryFrom confusion to clarity9The empowered consumerTailor advice for cons

35、umers so they have the facts and insights to make decisions confidently.75%of consumers wish they could identify options that meet their needs more quickly and easily.Where consumers are Consumers are hungry for fact-based guidance to make informed purchase decisions.As evidence of this,Google searc

36、hes for“expert”or“dermatologist”related to beauty products are up 67%since 2020,and searches for“FDA approved”pharmacy items doubled in the same period.6 Whats motivating this need?Consumers find it difficult to evaluate and compare purchase options most(72%)find this hard because metrics and termin

37、ology arent consistent.So much so that 78%are unsure whether a product will even deliver on its promises.10The empowered consumerWhere consumer-facing organizations should goWhether as intuitive digital services or human agents,generative AI-powered advisors are an incredibly accessible way to acces

38、s the hyper-personalized advice that consumers crave.This is the magic of large language models,which deliver fact-based,tailored guidance that mass marketing campaigns cant match.We expect the rise of generative AI-powered advisors to fundamentally redirect the role of consumer marketing away from

39、mass advertising and toward evidence-based information.It provides marketers an upgrade from offering generic advice at arms length to specific recommendations tailored to each consumer.Generative AI-powered advisors can calm the confusion consumers feel by helping them compare options based on the

40、metrics they care the most about whether those are benefits,sustainability credentials,nutrition labels or something else.Companies must ensure this information is credible and surfaced in the right ways.Manufacturers in particular will need to ensure transparency not just in attributes like ingredi

41、ents or efficacy but across the full value chain,and if any details are likely to cast a bad light,that will prompt changes to elements like formulations,suppliers or packaging.By using generative AI and other technologies,they can create images,video,or audio to“show”rather than“tell”consumers how

42、products could fit into their lives.For example,Haut.AI uses a portrait photograph and simulates how the sustained use of various beauty products could change consumers skin over time,bringing its messaging to life.7 Consumer-facing organizations can also use generative AI-powered advisors as an opp

43、ortunity to provide people with expertise,at scale which is just what Marriott is doing.Part of a pilot program at its Renaissance hotels,RENAI is like a local insider who knows all the best restaurants,secret spots,and cant-miss attractions at a destination.In a fusion of new tech and traditional h

44、ospitality,hotel associates who know their cities well helped to train RENAI.Guests no longer have to wait until check-in to meet RENAI they can connect before they leave home.8 Generative AI-powered advisors and tools arent just for consumers,but for frontline employees,too the original guides on t

45、he side.Retail associates,airline gate agents and hotel front desk clerks can smooth the discovery process with“eyes up”experiences that combine AI with edge and spatial computing to prompt employees with the next best actions while interacting naturally with consumers,instead of continually looking

46、 down at a screen.“Generative AI-powered advisors can calm the confusion consumers feel by helping them compare options based on the metrics they care the most about.”11The empowered consumerEmpowering agents to personalize conversationsA European auto giants sales agents have so much consumer data

47、that they struggle to frame conversations.The company is developing an AI-powered sales tool that would create summaries including information on consumers owned vehicles,past test drives and preferences.The tool would draw on what the company knows about consumers lives and personalities to help sa

48、les agents personalize the interactions and services they offer.Insights like these can change the style and content of conversations that sales agents have with consumers,as well as evolving the sales role and shifting the focus from transactional to strategic.Sales agents already know the products

49、 well,so this tool would enable them to bring those products to life in ways that are expressly relevant for each individual client.12The empowered consumerWhat do consumers expect of generative AI-powered advisors?Consumers want to know their data is secure;they want to understand the bigger pictur

50、e;and they want to be able to count on the companies they buy goods and services from to do right by them.To build trust and adoption,while reducing harm,companies need to build responsibility into a systematic approach to designing,deploying and using generative AI.1.Personal data protection2.Trans

51、parency3.Reliability 85%of consumers say personal data protection is important when using conversational AI tools.81%of consumers want to know whats behind purchase recommendations from conversational AI tools.81%of consumers say purchase protections are important for purchases made through conversa

52、tional AI tools.Consumer-facing companies should build in the transparency around how consumers data is protected.Companies will need to explain how their recommendations are generated across channels.Companies will need to work out how to offer details on guarantees and returns policies when purcha

53、ses are made through conversational interfaces,as they have done through digital commerce.13The empowered consumer02 ConversionFrom transactions for anyone to experiences for someone14The empowered consumerDesign personalized experiences that influence consumers to act.63%of consumers have had the f

54、rustrating and disappointing experience of attempting to buy a product only to find that it is out of stock.On average across categories,Where consumers are Consumers are feeling a lot of pressure at the point of purchase.Fifty-six percent say that its more important today that they make the right p

55、urchase decision than it was three years ago.Yet,61%dont find it easy to evaluate a products credentials at the point of purchase in store.15The empowered consumer“The opportunity for companies is to use AI tools to support consumers at the point of purchase on their terms.”Where consumer-facing org

56、anizations should goTransforming the discovery process doesnt always close the deal.Conversion comes down to what happens at the point of purchase,and consumers dont all share the same expectations.Generative AI enables marketing messages to be hyper-personalized,and makes shopping hyper-responsive,

57、whether a consumer wants hands-off independence,white-glove experiences,or something in between.For consumers seeking independence,multi-modal search engines imitate the flexibility and agility of the human mind to create more accurate search results.They use advanced technologies such as natural la

58、nguage processing,computer vision,speed recognition,and machine learning to process different types of input like voice,image,video and gesture.For companies,analyzing search semantics allows an understanding of the intent and context behind a users search rather than simply matching keywords to rec

59、ommendations.This could make the shopping experience significantly more personalized,adding value and easing the information gathering workload.Semantic search is a way of introducing consumers to conversational AI.If they are already familiar with a more tailored response than traditional search,th

60、e likelihood of adopting more conversational interactions going forward will increase.This is not easy,as most data companies hold is based on product attributes and lacks an understanding of the moments when consumers may want them.High quality data must be the starting point for any AI development

61、 and anything less risks consumer trust.Structured data like master product data will be crucial but algorithmically generated synthetic data will also become more important for filling in gaps in existing data,mitigating against bias,and improving data diversity.The opportunity for companies is to

62、use AI tools to support consumers at the point of purchase on their terms.This could mean taking over the aspects of purchasing that consumers dont enjoy.As an example,take the notoriously complex task of booking flights and hotels.By integrating ChatGPT and other AI-based shopping capabilities into

63、 its app,Expedia is making booking much easier.Consumers can have open-ended conversations with the generative AI advisor to finalize their selections and then move seamlessly to Expedia check-out to purchase.9 We predict that by 2029,AI advisors will receive more search traffic than traditional sea

64、rch engines.10 16The empowered consumerTechnologies can also help companies make the purchase transaction part of a fluid and tailored omnichannel experience.French home improvement retailer Bricorama has set an impressive standard here.Its generative AI-powered“pAInt”advisor guides consumers throug

65、h selecting paint for their do-it-yourself projects.The online advisor asks the consumer about their project,shows images based on style trends,and recommends colors.Through a two-way conversation,it can then advise on the right paint for the surfaces,quantities based on room size,and tutorials for

66、decorating at home.12 The advisor is trained on Bricoramas patented data,with safeguards in place to limit its responses to home improvement projects only.Crucially,pAInt is fully integrated with Bricoramas e-commerce systems,so consumers can easily buy the products it recommends,reducing stock disa

67、ppointments and errors.Its also being rolled out to employees so they can better support consumers at the point of sale.Looking ahead,supporting consumers at the point of purchase may not involve consumers at all.This is a future of AI2AI shopping where companies“With pAInt,were offering a made-to-m

68、easure online experience,which can then be rolled out in-store,as an extension of its omnichannel purpose.”11Laurent Pussat,President of Les Mousquetaires Groups DIY chains,including Bricoramagenerative AI-powered advisors deal directly with consumers generative AI agents.No humans involved.Nearly a

69、ll(96%)consumer executives agree that AI agent ecosystems will be a big opportunity for their organizations in the next three years.Unlike generative AI advisors,AI agents work autonomously.As proxies for humans,they know their preferences,budgets,calendars,household patterns and can buy things for

70、them that fit with their lives.17The empowered consumerLikelihood to use AI agentsPercentage of respondents who report they are likely or very likely to use AI solutions when purchasing specific categories70%FlightsHotels/ResortsConsumer electronicsBeauty productsClothesOver-the-counter remediesRegu

71、lar groceriesSnacks65%59%56%53%51%45%45%Figure 3:Likelihood to use generative AI agentsSuppose a personal generative AI agent designed a weekly meal plan targeted to nutrition goals,ensuring that all items are in stock at the local store.It can make the purchase and arranges delivery at a convenient

72、 time.Throughout the week,it can also remind the consumer whats for dinner and when to start prepping.Consumers can also tailor the process to be more or less hands-on or hands-off on any given day or week.Walmart announced a step towards this vision at CES 2024 with its InHome Replenishment program

73、.14 The program can anticipate needs and place orders to be delivered directly to consumers,automating the entire shopping experience.55%of consumers are open to using generative AI agents to purchase for them.On average across categories,What can this look like?18The empowered consumerIn the spirit

74、 of conversionAlcoholic beverage company Brown-Forman Corporation is using AI to shift consumer messages on product display pages across its brand portfolio.To win the digital shelf,the company aligns the messages it shows to each stage of the purchasing journey.As consumers get closer to the cart,t

75、hese brand-led,creative messages become more functional,providing the information consumers need to complete their purchases with ease.1519The empowered consumerLoyaltyFrom brand purpose to human purpose 03 20The empowered consumerCreate a partnership thats human by design to build trust and earn lo

76、yalty.78%of consumers say it is important for conversational AI advisors to recognize them and remember their preferences.Where consumers are Consumer trust is alarmingly low.Only 39%trust companies to have good intentions,and just 43%trust them to make honest claims.Yet,its no secret that winning c

77、onsumers trust is key to building enduring loyalty they have the choice to return to a particular company or seek something else.Consumers who trust companies are 54%more likely to buy from them again and 73%more likely to recommend that company to others,according to our analysis.21The empowered co

78、nsumerWhere consumer-facing organizations should goCompanies cultivate trust through the flywheel effect,learning what consumers need,delivering it,and using what they learn to make increasingly relevant recommendations.But recommendations are only as good as the information that companies get from

79、consumers.Some will share their personal data in exchange for value namely,hyper-personalized experiences.In many cases,however,organizations must analyze the digital breadcrumbs that consumers leave behind to understand their needs.The opportunity for companies is to use generative AI tools and ass

80、istants to sharpen this value exchange with consumers,and in the process,close the trust gap and cultivate loyalty.This human-by-design technology can quickly gather and analyze structured,unstructured and synthetic data to understand consumers deeply.The deeper the understanding,the more tailored v

81、alue companies can offer,and the better positioned they are to build a foundation of trust through relevance.Because of how they understand consumers,generative AI tools make it possible for organizations to design experiences based on human purpose,not brand purpose.This is a profound shift.It enab

82、les companies to create“human”relationships with consumers that extend beyond a single purchase,so they become embedded in peoples lives.It means providing enhanced support to consumers that reaches beyond the product they originally came for.Its human connection,not points-based programs,that drive

83、s enduring loyalty.This can also fuel new growth opportunities through human-centered innovation in other words,the more companies understand about the consumer,the better grasp they have of real needs.With this knowledge,companies can create brand stickiness that makes switching to another less app

84、ealing.Japan Airlines is making human connections in an ingenious way that makes complete sense for travelers lives.Despite all the work that goes into planning a trip,our research shows that consumers are most overwhelmed by the detailed preparation and packing.16 Travel companies dont typically he

85、lp here Japan Airlines is trialing a service that would make it a notable exception.When flying to Japan,travelers can rent a capsule wardrobe for the duration of their trip thats tailored to the season and occasion.17Serving consumers more holistically not only creates new platforms for growth but

86、can also drive deeper connections that fuel long-term loyalty.“With enough personal information,these things are exceedingly useful for recommendations as opposed to relying on random reviews.”Man,18-26,United Kingdom22The empowered consumerA genius approach to loyalty One way to build trust is to t

87、ake consumers on a path of discovery.If companies understand consumers explicit and implicit needs,they can surprise them with options they might not have uncovered themselves.Take LOrals Beauty Genius,for example.Beauty Genius is an AI-powered advisor that analyses consumers skin to recommend what

88、they need,using discovery as an engagement tool.A study by Gartner found that both B2B and B2C consumers were 1.73x more likely to buy more if they“realized something new about their needs or their own goals.”18 And those who feel the joy of discovery are 1.5x as likely to recommend the brand they b

89、ought from.Integrating more than ten large language models,Beauty Genius is trained on over 6,000 images across an inclusive set of skin types and tested by makeup artists on more than 10,000 products.When it comes to using generative AI advisors to help with purchases,76%of consumers want to be sur

90、prised with new suggestions that they wouldnt have otherwise considered.Beauty Genius captures this joy of discovery for consumers.When consumers use Beauty Genius,learning about products isnt just informative.Its highly engaging and inspires them to return time and time again.23The empowered consum

91、erAdvisors are only as good as the data theyre trained on.With unified data platforms,improving data quality for generative AI advisors can also enhance how information is presented across the entire universe of channels and touchpoints a company engages in.Although critical inputs for consumers,its

92、 this public information that will also become critical inputs for third party advisors,from which they will generate their own recommendations.If this information is factually incorrect or incomplete,theres a risk that third-party advisors will overlook or misrepresent products or even actively ste

93、er consumers away from buying them.Just as SEO seeks to improve the findability of results through search engines,companies will need to employ similar strategies to ensure their products and services show up in the right way both through their own AI-powered solutions and that of third parties as w

94、ell.This is a brand-new responsibility that would likely require upskilling for digital marketers.Protecting information protects loyalty24The empowered consumerBe data-powered and delightfully human 25The empowered consumerWe are at a defining moment in the relationship between consumer-facing orga

95、nizations and consumers.The trifecta of generative AI,other technologies and new ways of working is a catalyst for companies to empower consumers along the path to purchase in ways that werent possible even a year ago.Its how they can respond to the nuance of consumer needs and behaviors,and reduce

96、their workload.This opportunity calls for bold reinvention across the value chain.The fundamental enabler what makes it possible to understand and engage consumers is being data-powered and delightfully human.Companies need a robust data foundation,part of a strong digital core,to maximize the poten

97、tial of generative AI and get the most out of their data.They need to have structured,unstructured and synthetic data in unified data platforms to understand consumers in human terms.This isnt only about what consumers need.Its also about knowing how they want to engage everything from the channels

98、and formats they prefer to how their daily life influences their purchase decisions.Using this information to build strong relationships enables companies to make better recommendations and sets them in a good position in the ongoing battle for relevance.Structured data is data that is organized in

99、a standardized manner and easily searchable.Examples include product master data,inventory or purchase histories.By contrast,unstructured data has no pre-defined format,and requires AI to process and use.Examples include customer service transcripts,images,social data or biometrics.Synthetic data is

100、 artificially generated to mimic real data at scale.For example,synthetic consumer profiles can be generated to minimize bias in a consumer dataset then simulate consumer behavior.While companies develop this strong data foundation,they should make decisions with a“delightfully human”mindset.Human e

101、xperience should be the touchstone.So,instead of focusing solely on removing the pain points of the journey to purchase,organizations should also consider what gets consumers excited about the process.For many consumers,shopping isnt purely transactional.Its a way to explore,learn,experience and con

102、nect with others.A full 62%of consumers find some part of the shopping experience fun or exciting.Companies should lean into creativity to infuse the spirit of fun and engagement into consumers interactions with AI advisors.Its a key part of driving both connection and advocacy amid all the noise.76

103、%of consumers who have some fun while shopping are likely,very likely or always recommend the brand to others.The digital core leverages the power of cloud,data and AI through an interoperable set of systems across the enterprise including platforms,automation,integration and security allowing for r

104、apid development of new capabilities.26The empowered consumerConsumer-facing companies have always been grounded in relationships with consumers,and those relationships are constantly changing.Right now,consumers want a lighter load and a quieter experience of making purchases.Ultimately,companies t

105、hat empower the consumer with simpler experiences will drive loyalty and breakthrough growth.Technology that is human by design has tremendous potential to transform the buying experience and people are increasingly open to it.This is a huge shift,and its happening now.27The empowered consumer1.Quot

106、e captured from a woman aged 43-58 from India during online focus groups held for this research.2.Unless otherwise noted,all data comes from the Accenture Consumer Research 2024.3.Accenture Life Trends 2024,https:/ October 20234.M&S,Marks&Spencer acquires Thread specialist fashion tech in personalis

107、ation push,November 30,2022 5.Accenture“Generative AI for Customer Growth”,March 2024 6.Accenture analysis of Google Trends.Average search interest for full year 2020 compared to full year 2023 for English searches worldwide within the relevant categories.7.Haut.AI,https:/haut.ai/References8.Marriot

108、t International,“Meet RENAI by Renaissance:The Pilot Program for Renaissance Hotels New Virtual Concierge Service,”December 6,2023.9.Expedia Group,“ChatGPT Wrote this Press Release No,It Didnt,But It Can Now Assist With Travel Planning in the Expedia App,”April 4,2023.10.Accenture,“Technology Vision

109、 2024,”2024.11.Accenture,“Bricorama and Accenture Join Forces to Launch pAInt,the Paint Expert Powered by Generative Artificial Intelligence(AI),”December 7,2023.12.Ibid 13.Accenture,“Technology Vision 2024,”2024.14.Walmart,From Aisles to Algorithms:Walmarts Tech-Forward Innovations for Time-Saving

110、Shopping,January 9,202415.Lisa Johnston,“Glass Box Models and AI-Fueled Creative:How Brown-Forman is Evolving to Win the Digital Shelf,”January 2,2024.16.Accenture Workload Intensity Survey Travel,conducted December 11 15 2024 with n=1000 US leisure travelers.17.Charlie Hobbs,“Japan Airlines Will No

111、w Rent You Clothes so You Dont Have to Pack,”July 11,2023.18.Leachman,Leah and Scheibenreif,Don(2023)“Using Technology to Create a Better Customer Experience,”Harvard Business Review19.LOral Keynote at the Consumer Electronics Show 2024,January 9,202428The empowered consumerAccentures Consumer Pulse

112、 Research 2024 explores how consumer sentiment,behaviours and expectations are driving change for consumer-facing industries.This years research offers insights into consumer decision making,with a particular focus on the implications this will have for the consumer goods and services,retail and tra

113、vel industries.Online focus groups were held during the week of October 30,2023 in the USA,UK and India to investigate our initial hypotheses.These were then tested by surveying a representative sample of 19,050 consumers from 12 countries:Australia,Brazil,Canada,France,Germany,Greater China,India,J

114、apan,Spain,UAE,UK and USA.The survey was conducted online and was conducted between December 6 and December 12,2023.Analysis allowed for comparisons across various demographic factors such as age,or income,as well as behavioural attributes like an individuals typical decision-making style.It also in

115、cluded focused deep dives on the challenges faced by consumers along the consumer journey for eight categories:beauty products,clothing,consumer electronics,flights,groceries,hotels/resorts,OTC remedies and snacks.James CrowleySenior Managing Director Products Industry Practices Chair,Global LeadOli

116、ver WrightSenior Managing Director Consumer Goods&Services,Global LeadJill StandishSenior Managing Director Retail,Global LeadEmma BlackburnSenior Principal Research,Consumer Insights,Global LeadEmily Weiss Senior Managing Director Travel,Global LeadAccenture Research Team Megan Bernardi,Haley Bowse

117、,Konstanty Chyb,Jennifer Ducarre,Tony Jose,Allison Katz,Ayush SharmaEditorial Team Regina Maruca,Helen Tweedy,Priya Verma ContributorsNevine El-Warraky Managing Director Industry&Customer Growth Strategy LeadKaren Fang GrantGlobal Research Lead Industry Networks&Programs About the researchAuthorsAck

118、nowledgments29The empowered consumerAbout Accenture Accenture is a leading global professional services company that helps the worlds leading businesses,governments and other organizations build their digital core,optimize their operations,accelerate revenue growth,and enhance citizen servicescreati

119、ng tangible value at speed and scale.We are a talent and innovation led company with 742,000 people serving clients in more than 120 countries.Technology is at the core of change today,and we are one of the worlds leaders in helping drive that change,with strong ecosystem relationships.We combine ou

120、r strength in technology with unmatched industry experience,functional expertise,and global delivery capability.We are uniquely able to deliver tangible outcomes because of our broad range of services,solutions and assets across Strategy&Consulting,Technology,Operations,Industry X and Accenture Song

121、.These capabilities,together with our culture of shared success and commitment to creating 360 value,enable us to help our clients succeed and build trusted,lasting relationships.We measure our success by the 360 value we create for our clients,each other,our shareholders,partners,and communities.Vi

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