Savanta ：2024 AI对快消品行业的影响：消费者认知与行为分析报告（英文版）（12页）.pdf

1、1Understanding consumer perceptions and behaviour with AI in the CPG SectorCPG EditionBrought to you by:2Intro-ductionSince ChatGPT burst onto the scene in November 2022,Generative AI has been a hot topic of conversation among customers,within companies and at a regulatory level it is the shiny new

2、toy,despite being part of our lives for much longer than many people realise.For consumers,it is the first time Generative AI has been readily accessible and is now seen as a helpful tool that could be integrated into their daily lives,with many exploring its potential and investigating the opportun

3、ities.With the rapid pace of development,many organisations are now racing to understand how it could benefit them.The potential for greater efficiency and productivity has certainly not been overlooked,with many brands looking at how they can wield Generative AI effectively particularly when it com

4、es to sales,marketing and analytics.Understanding how consumers are using Generative AI is critical for identifying potential use cases.In consumer-packaged goods,that means taking a closer look at awareness,consideration and purchase behaviour to ensure that your brand is showing up in the right pl

5、aces and providing customers with more choice in how they engage with your organisation.3 3Con-tentsThe growth of Generative AI4Virtual assistants role in the purchasing journey5Focus on:Voice assistants7The evolution of consumer technology usage for CPG 8Getting ahead of the crowd10Methodology11Abo

6、ut 12Source:Which of the below statements best describes your experience with each of the following voice assistants?BASE:Heard of a voice assistant(6,714)Source:Which statement best describes your experience with each of the following Chatbots?Current User.BASE:Total(5,182),UK(1,456),US(1,439),Germ