MASTERCLASSING

Almost 70 per cent of consumers find voice assistant ads to be 'creepy'

Tyrone Stewart

Google Home's Assistant can sometimes give consumers the creepsThe majority of consumers find it ‘creepy’ when they receive ads from voice assistants like Siri, Alexa, and Assistant on the back of unprompted cues, but most are still willing to share their data in order to get a more personalised experience.

A Selligent survey of 5,000 global consumers found that 69 per cent of consumers don’t feel comfortable with unprompted advertising from voice assistants, while 51 per cent are worried that the AI technology is listening to their conversations without their consent.

The research also found that, despite the perceived creepiness of voice assistants, 45 per cent of respondents continue to use them. And 51 per cent of consumers are still willing to share their personal data for a more personalised experience.

Looking at the wider digital landscape, the survey found that 41 per cent of people have reduced social media use due to privacy concerns. More damningly, 32 per cent have quit at least social media platform in the last 12 months over privacy – unsurprisingly, Facebook is the most quit social media platform at 40 per cent.

64 per cent of consumers still prefer to research online but go in-store to purchase for big-ticket items. The same number of consumers are aware that their online activity is being tracked but appreciate product recommendations based on previous purchases.

“Building consumer trust and long-term loyalty is the holy grail for any marketer,” said Niki Hall, CMO at Selligent. “Consumers today are more connected than ever; they expect a level of personalization in their brand interactions and want everything in an instant. But because they are also wary of their data being used in ways they may not agree with, brands need to develop a strategy that strikes a relevancy balance – articulating personalized consumer value without being intrusive. To successfully do this, businesses need an intelligent platform that provides a complete view of the customer. Having full visibility across all consumer touchpoints will enable brands to deliver an elevated customer experience and drive lasting value.”

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