Seven in 10 consumers across the UAE and 71 per cent of consumers in Saudi Arabia are willing to share personal data in exchange for a better brand experience, according to new research by Jack Morton. .
The Experience Better/Insights report surveyed 5,000 consumers in the US, UK, UAE, Kingdom of Saudi Arabia (KSA), and Singapore in Q2 2024 to explore data privacy and branding in the era of AI opportunities. We investigated changes in consumer attitudes toward trust. For personalization at scale.
The study found that more consumers would exchange data for AI-driven brand experiences than they would for cash or other goods and services. According to the report, only 30% of consumers globally are willing to exchange data for cash or goods, and 63% expect AI-driven brand experiences to be more engaging and personalized. It became clear that there was.
“We are in the midst of the AI era, and the emergence of tools like ChatGPT is revolutionizing the relationship between brands and consumers. The opportunity to deliver scalable and personalized experiences is clear. , brands need to have a clear understanding of the value consumers receive in exchange for their data,” said Joe Panepinto, Senior Vice President, Executive Strategy Director and Global Head of Learning and Engagement at Jack Morton.
The report’s findings highlight the importance for brands to prioritize consumer engagement and data-driven personalization within their strategies.
Other key findings from the report include:
Data privacy concerns and brand experience
In the United Arab Emirates, data privacy concerns persist, but are diminishing. Only 21 percent of consumers would exchange data for cash, 24 percent would exchange it for goods, and a remarkable 70 percent would be willing to exchange data for a customized brand experience.
In Saudi Arabia, 21% share data for cash, 27% for goods, and 71% to improve experience.
Willingness to share valuable data
Consumers (30%) are increasingly interested in exchanging their personal data for tangible benefits (cash, goods or services). Younger consumers (ages 18-29) are the most motivated (38%), while older consumers are the least motivated (9%). When trading for a better, more personalized brand experience, that number jumps to 48% overall.
Expectations for AI for brand experience
More than half (63 percent) of consumers expect AI-driven brand experiences to be more engaging, personalized (59 percent), relevant (57 percent), and environmentally friendly (57 percent). I look forward to it. AI’s ability to deliver one-on-one experiences at scale is a big draw for consumers who want to share their data.
Rebecca Amey, Regional Managing Director at Jack Morton in Dubai, said: “A growing number of consumers across the MENA region are demanding better brand experiences and are willing to exchange personal data to achieve this. Our research shows that people not only value seamless and engaging interactions with brands, but also seek information that is truly personalized and deeply resonates with their personal preferences. It shows that you are willing to share.”
“Knowing, for example, whether someone values sustainability, or is passionate about technology, or enjoys a weekend listening to Dua Lipa, can inform how we can design these experiences. It changes dramatically and deepens the personal connection between the consumer and the brand. This is exactly the essence of the Jack Morton world,” Amy concluded.