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.
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.
For many organisations, the most significant commercial opportunity sits within their existing customer base, rather than with new prospects. These are customers who already trust the brand, already use the product, and already have an established relationship.
“Brand love” is a phrase that comes up a lot in marketing when talking about consumer loyalty. It’s the idea that if customers feel strongly about your brand, they’ll keep coming back. However, when you look at how people actually behave, loyalty isn’t as simple as just loving a brand.
Most consumer research still treats behaviour as something that happens at the level of the individual. We ask people what they buy, what they intend to do, and how they feel about brands.
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