State of the Connected Customer Report

We surveyed 14,300 consumers and business buyers worldwide to discover the trends shaping the future of customer engagement.

Discover:

How economic shifts have reshaped customer expectations and behaviors
The changing ways that customers engage with companies across the buying lifecycle
Customer sentiments around new technologies like generative artificial intelligence (AI)

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A shopper on her mobile phone discovers beauty products.

AI Gets More Powerful — and Mainstream

Generative AI has captivated the world with its ability to create brand new content like text, imagery, and video. Customers have many feelings about it — especially curiosity.

Filter selections that yield a sample size below 25 will not be shown. Ties will occur when the count of responses is equal for different sentiments.

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Trust Is a Differentiator

Customers’ favorite brands differentiate themselves by grounding engagement in trust. These brands are more likely to be transparent, respect privacy, and adapt to customers' changing needs.

Filter selections that yield a sample size below 25 will not be shown. Base: Consumers who have a favorite brand.

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Ethical AI Presents an Opportunity

Customers are wary of AI’s ethical risks, underscoring a strategic opportunity for companies to leverage the technology in innovative ways grounded in trust. In total, 68% of customers say advances in AI make it more important for companies to be trustworthy.