Personalization vs. Privacy

Consumers are increasingly demanding relevant, tailored experiences and get frustrated when brands don’t deliver. New research from Accenture Strategy found that nearly half (49%) of consumers are concerned about their personal data privacy when subscribing to intelligent services. The catch is, companies need this data to provide the experiences consumers demand. Millennials (67%) are most likely to share shopping preferences to improve their service, followed by Gen Xers (56%) and Boomers (42%). The study also found that consumers are more likely to view various AI technologies as creepy instead of cool. Click here to see the study’s results in an infographic. (Adweek, 1.28.18)