For years, most conversations around AI have focused on productivity; how quickly it can generate content, automate tasks or answer questions. What’s becoming more interesting now is how AI is starting to influence consumer decision-making itself.
It’s a common assumption that if a better product or service exists, customers will naturally move towards it. Yet in practice, that rarely happens as easily as expected.
Rising fuel costs and travel uncertainty are reshaping summer holiday behaviour. Rather than cancelling plans, consumers are becoming more cautious; prioritising flexibility, reliability, and control over aspiration, with a shift towards later bookings and lower-risk travel options.
Positive early feedback can create a false sense of demand. While interest signals potential, it often sits at the top of the funnel. Understanding what drives real action (and where hesitation emerges) is key to turning ideas into commercially viable opportunities.
Innovative products rarely fail because of the idea itself. More often, success depends on aligning the right audience, clear proposition, and effective pricing. Without this alignment, even strong concepts can struggle to convert interest into real demand.
Trying to appeal to everyone often leads to diluted messaging and missed opportunities. By identifying and prioritising high-value audiences, brands can focus their strategy, improve relevance, and unlock more efficient, sustainable growth.
Easter 2026 reveals a more intentional shopper; balancing value with selective indulgence. Consumers are still spending, but they are more considered, seeking products that feel genuinely worth it while showing a growing appetite for innovation that the market is not fully meeting.
CRM systems are rich in transactional data, but they rarely explain the “why” behind customer behaviour. By combining this data with targeted research, businesses can uncover motivations, identify meaningful segments, and turn raw data into actionable insight that drives smarter growth.
Many premium travel brands assume they understand their audience, but internal assumptions often miss the mark. True “premium” appeal is driven less by luxury features and more by emotional needs, identity, and market-specific expectations, making robust audience insight essential to effective positioning.
If you’ve spent any time on LinkedIn lately, you might have noticed that a lot of organisations suddenly seem to be “AI-first”. We can see universities launching AI degrees, tech companies weaving AI into their value propositions, and professional bodies talking about how AI will reshape entire industries.