A new global survey reveals a widening gap between how marketers are deploying artificial intelligence (AI) and what consumers actually value from AI-driven brand interactions. While businesses are increasingly investing in conversational tools such as AI chatbots and digital assistants, a majority of consumers are more interested in receiving personalized deals and useful product recommendations than in having simulated conversations with brands.

The findings, presented in a report by SAP Emarsys and Deloitte, are based on responses from over 14,000 consumers and 750 senior marketers worldwide. The data suggests that marketers may be focusing on the wrong engagement formats, potentially overlooking what actually motivates consumer loyalty and response.

AI in Marketing: An Expectation Gap

The report highlights that 89% of consumer goods marketers in the U.S. believe AI is crucial for customer acquisition, while 86% view it as essential for retention. However, only 9% of consumers expressed interest in having more AI-led interactions with brands. In contrast, 41% of consumers indicated a preference for AI to deliver personalized discounts, relevant offers, or tailored product suggestions.

This disconnect, referred to as the “AI engagement gap,” reflects a growing divide between marketing strategy and consumer expectations. While brands continue to prioritize conversational AI and automated interactions, consumers appear more focused on tangible outcomes that simplify decision-making and deliver savings.

Consumers Prioritize Usefulness Over Interaction

According to the study, while AI-led chats may have practical use in resolving support queries or assisting with transactions, consumers are not seeking casual or ongoing dialogue with virtual agents. Instead, they are looking for AI to provide real utility—such as personalized product recommendations, location-based offers, or automatic access to relevant deals.

The report notes that consumers are not rejecting AI outright, but they are looking for implementations that add immediate value rather than replicate human conversation.

Marketers Optimistic, But Facing Data Hurdles

Despite this disconnect, marketers remain confident in AI’s potential. A majority of those surveyed plan to scale up AI investments in areas like content creation, campaign automation, and customer segmentation. However, many also acknowledged ongoing challenges, particularly around data quality, first-party data readiness, and integrating AI into existing martech stacks.

The report recommends that brands revisit their AI strategies with a renewed focus on intent-based marketing—using behavioral cues, purchase history, and real-time actions to craft relevant and timely messaging, rather than relying on static or chatbot-driven interactions.

Trust and Transparency Still Matter

Privacy concerns continue to influence how consumers engage with AI. The report found that while many users are willing to provide data in exchange for value, they also want greater transparency about how that data is collected, stored, and used.

Recommendations include offering clear data usage disclosures, empowering users with control over preferences, and ensuring that AI interactions are tied to visible benefits—such as instant savings or easier product discovery.

A Strategic Recalibration Ahead

As AI tools become more accessible and embedded in everyday marketing, the study suggests a shift in how success is measured. Rather than focusing on how human-like an AI tool sounds, marketers may see stronger results by ensuring the technology is practical, efficient, and aligned with consumer needs.

For marketing teams, the path forward may involve blending automation with real-time personalization, using data ethically, and always linking AI to actions that improve the customer journey.