{"id":38220,"date":"2026-04-17T18:39:45","date_gmt":"2026-04-17T18:39:45","guid":{"rendered":"https:\/\/prophet.com\/?p=38220"},"modified":"2026-04-23T14:38:12","modified_gmt":"2026-04-23T14:38:12","slug":"the-2026-ai-powered-consumer-report","status":"publish","type":"post","link":"https:\/\/prophet.com\/2026\/04\/the-2026-ai-powered-consumer-report\/","title":{"rendered":"The\u00a02026\u00a0AI-Powered Consumer\u00a0Report"},"content":{"rendered":"\n<div class=\"wp-block-cover alignfull is-light phone:hidden\" style=\"min-height:70vh;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"1826\" height=\"800\" class=\"wp-block-cover__image-background wp-image-38221 size-large\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Desktop-Hero-v2-1826x800.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Desktop-Hero-v2-1826x800.png 1826w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Desktop-Hero-v2-600x263.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Desktop-Hero-v2-768x337.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Desktop-Hero-v2-1536x673.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Desktop-Hero-v2-2048x897.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Desktop-Hero-v2-1920x841.png 1920w\" sizes=\"auto, (max-width: 1826px) 100vw, 1826px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\" style=\"background-color:#c3e9d5\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:55%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-4b5fde27d5d7a86cf2a80de11f41a97c\" id=\"h-the-ai-powered-consumer-why-use-is-surging-while-sentiment-slides\">The AI-Powered Consumer: Why Use Is Surging While Sentiment Slides<\/h1>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-1d65879bca0b48b37e78c2bd1c39d891\" style=\"font-size:20px\">Consumer&nbsp;AI&nbsp;use&nbsp;is&nbsp;skyrocketing. But enthusiasm?&nbsp;It&#8217;s&nbsp;quietly heading in the other direction.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6a0c64611d877 {\n            background-color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6a0c64611d877.wp-block-button__link:hover {\n            color: #000000 !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6a0c64611d877.wp-block-button__link:hover svg.icon {\n            fill: #000000 !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/connect\/\" \n            class=\"wp-block-button__link no-border-radius button-6a0c64611d877 wp-acf-button-bg-color\" \n            style=\"color: #22ffab; \" target=\"_blank\" >\n                Contact Us <svg class=\"icon\" style=\"fill:#22ffab\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\"><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<section class=\"section-content mobile:hidden bg-image section-mix\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Mobile-Hero.png);background-position: center;background-color: rgb(237,237,237);color: #000000;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:600px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\" id=\"h-the-ai-powered-consumer-why-use-is-surging-while-sentiment-slides-0\">The AI-Powered Consumer: <strong>Why Use Is Surging While Sentiment Slides<\/strong><\/h1>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-1d65879bca0b48b37e78c2bd1c39d891\" style=\"font-size:20px\">Consumer&nbsp;AI&nbsp;use&nbsp;is&nbsp;skyrocketing. But enthusiasm?&nbsp;It&#8217;s&nbsp;quietly heading in the other direction.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-mix\" style=\"background-color: rgb(51,74,255);color: #FFFFFF;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<p>Prophet&#8217;s latest AI-Powered Consumer Study, based on roughly 2,000 consumers in China, Germany, Singapore, U.K. and the U.S., reveals just how mainstream this technology has become and AI&#8217;s growing influence in everyday life as consumers&#8217; deep and personal advisors.&nbsp;<\/p>\n\n\n\n<p>Yet, as usage&nbsp;surges,&nbsp;new questions and complexities are emerging. Our new research reveals we&#8217;ve arrived at a fascinating moment: While consumers are embracing AI&#8217;s capabilities, they are also seeking greater trust, value and human connection from these innovations. This signals a landscape of enormous possibility, where the real challenge is harnessing AI to deliver both breakthrough utility and experiences that truly resonate.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column mobile:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"780\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-780x800.png\" alt=\"\" class=\"wp-image-38060\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-780x800.png 780w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-585x600.png 585w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-768x787.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-1498x1536.png 1498w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-1998x2048.png 1998w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-1054x1080.png 1054w\" sizes=\"auto, (max-width: 780px) 100vw, 780px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p class=\"h2\" style=\"font-size:36px\">What We Learned:<\/p>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h2 has-green-color has-text-color has-link-color wp-elements-742c91ecd790e096729c48e1623d762d\" id=\"h-01\" style=\"font-size:70px\">01<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-green-color has-alpha-channel-opacity has-green-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading h5\" id=\"h-ai-usage-is-exploding-in-ways-nobody-predicted\"><strong><mark style=\"background-color:#334aff\" class=\"has-inline-color has-green-color\">AI usage is exploding in ways nobody predicted.<\/mark><\/strong> <\/h2>\n\n\n\n<p>About 73% of consumers are now using GenAI, up from 45% in 2024. And they are not just using it for search but for tasks like uploading medical records for health advice or simulating future versions of themselves to predict how their purchase decisions will affect them over time. More than half view autonomous agents taking action on their behalf (e.g., making smart purchases) as genuinely helpful.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h2 has-green-color has-text-color has-link-color wp-elements-fb6df570306e462aeb8f7b1d978ff948\" id=\"h-02\" style=\"font-size:70px\">02<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-green-color has-alpha-channel-opacity has-green-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h5\" id=\"h-but-at-the-same-time-enthusiasm-is-falling\"><strong><mark style=\"background-color:#334aff\" class=\"has-inline-color has-green-color\">But at the same time, enthusiasm is falling.<\/mark><\/strong> <\/h2>\n\n\n\n<p>Despite growing use, overall excitement about GenAI has declined. As AI becomes part of daily life, consumers fear a loss of the human experience, with the majority of consumers anxious about losing human connection and concerned about AI driving decision-making that requires human judgment.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h2 has-green-color has-text-color has-link-color wp-elements-482da70b2f8bd8b86c5c43a42712c973\" id=\"h-03\" style=\"font-size:70px\">03<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-green-color has-alpha-channel-opacity has-green-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h5\" id=\"h-the-next-frontier-is-already-becoming-visible\"><mark style=\"background-color:#334aff\" class=\"has-inline-color has-green-color\"><strong>The next frontier is already becoming visible.<\/strong><\/mark> <\/h2>\n\n\n\n<p>Consumers want AI that understands them deeply and simply works in the background on their behalf \u2013 proactive, ambient and emotionally intelligent. Two-thirds want AI that anticipates their needs without being asked. The era of prompt engineering has given way to something more intuitive and human-like, and we already see the major AI platforms innovating in this area.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"2731\" height=\"2800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-scaled.png\" alt=\"\" class=\"wp-image-38060\" style=\"object-fit:cover;width:1100px;height:500px\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-scaled.png 2731w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-585x600.png 585w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-780x800.png 780w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-768x787.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-1498x1536.png 1498w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-1998x2048.png 1998w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/03\/Manwithphone-1054x1080.png 1054w\" sizes=\"auto, (max-width: 2731px) 100vw, 2731px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"h3 has-green-color has-text-color has-link-color wp-elements-3cbf0320fda60a7d6f112972aed6d1e7\">What does this mean for businesses?<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p>AI agents will soon know your consumers on a deep and personal level, naturally&nbsp;embedded&nbsp;into their daily lives&nbsp;as key advisors and decision-makers.&nbsp;Today\u2019s businesses need to win with both consumers and their agents to drive&nbsp;growth and&nbsp;create experiences that&nbsp;deliver both indispensable utility and emotional connection.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<div class=\"wp-block-prophet-blocks-pro-pro-tabs pro-tabs-block fullscreen-tabs\" id=\"pro-tabs-v0r4zn5\" data-tab-label-colors=\"{&quot;0&quot;:{&quot;backgroundColor&quot;:&quot;#FFFFFF&quot;,&quot;textColor&quot;:&quot;#000000&quot;},&quot;1&quot;:{&quot;backgroundColor&quot;:&quot;#FFFFFF&quot;,&quot;textColor&quot;:&quot;#334aff&quot;},&quot;2&quot;:{&quot;backgroundColor&quot;:&quot;#FFFFFF&quot;,&quot;textColor&quot;:&quot;#4888FF&quot;}}\"><div class=\"pro-tabs__header\"><div class=\"pro-tabs__nav\" role=\"tablist\"><button class=\"pro-tabs__tab pro-tabs__tab--active\" style=\"--pro-tabs-tab-bg:#FFFFFF;--pro-tabs-tab-color:#000000\" data-tab-index=\"0\" role=\"tab\" aria-expanded=\"true\" aria-controls=\"tab-panel-0\" id=\"tab-0\" title=\"ADOPTION AND USE\">ADOPTION AND USE<\/button><button class=\"pro-tabs__tab\" style=\"--pro-tabs-tab-bg:#FFFFFF;--pro-tabs-tab-color:#334aff\" data-tab-index=\"1\" role=\"tab\" aria-expanded=\"false\" aria-controls=\"tab-panel-1\" id=\"tab-1\" title=\"A PARADOX EMERGES\">A PARADOX EMERGES<\/button><button class=\"pro-tabs__tab\" style=\"--pro-tabs-tab-bg:#FFFFFF;--pro-tabs-tab-color:#4888FF\" data-tab-index=\"2\" role=\"tab\" aria-expanded=\"false\" aria-controls=\"tab-panel-2\" id=\"tab-2\" title=\"THE NEXT FRONTIER\">THE NEXT FRONTIER<\/button><\/div><\/div><div class=\"pro-tabs__content\">\n<div class=\"wp-block-prophet-blocks-pro-pro-tab-panel pro-tab-panel\"><div class=\"pro-tab-panel__content\">\n<section class=\"section-content bg-image section-white\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Shape-and-background_I1-scaled.png);background-position: center;background-color: rgb(255,255,255);color: #000000;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-black-color has-text-color has-link-color wp-elements-5ebe56b85436072c5f0ec9ae7f519332 is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading alignfull has-black-color has-text-color has-link-color has-large-font-size wp-elements-95b2159232eba2dcdb87272667a4d254\" id=\"h-consumers-nbsp-are-nbsp-using-genai-in-ways-nbsp-that-were-previously-unimaginable-and-they-are-more-than-ready-for-agents\">Consumers&nbsp;Are&nbsp;Using GenAI in Ways&nbsp;That Were Previously Unimaginable. And They Are More Than Ready for Agents.<\/h2>\n\n\n\n<p>Consumer&nbsp;GenAI&nbsp;use&nbsp;jumped from 45% to 73% from early 2024 to&nbsp;2026 and&nbsp;has grown in every market.&nbsp;But&nbsp;what&#8217;s&nbsp;even&nbsp;more striking is the incredibly varied nature&nbsp;of how AI is being used.&nbsp;Before they shop, people are&nbsp;searching for product recommendations, making pre-purchase search the&nbsp;top use case across all five markets, cited by 61% of consumers.&nbsp;When it comes to new product discovery,&nbsp;41% of consumers use AI to discover products they&nbsp;didn&#8217;t&nbsp;even know&nbsp;existed&nbsp;but&nbsp;have the potential to solve&nbsp;problems in their lives.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading alignfull\" id=\"h-genai-adoption-surges-across-generations-with-millennials-continuing-to-lead\">GenAI adoption surges across generations with millennials continuing to lead\u200b<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a0c64611f5d0&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a0c64611f5d0\" class=\"wp-block-image alignfull size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"2343\" height=\"1118\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gen-AI-Adoption-Graph-and-key.png\" alt=\"Gen-Z adoption increased from 50% in 2024 to 79% in 2026; Millenials are leading with an increased adoption of 82% in 2026 vs 53% in 2024; Gen X had an adoption of 42% in 2024 and are not far behind Gen-Z with a 74% adoption in 2026. Lastly, baby boomers doubled their adoption from 24% in 2024 to 49% in 2026 \" class=\"wp-image-38227\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gen-AI-Adoption-Graph-and-key.png 2343w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gen-AI-Adoption-Graph-and-key-600x286.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gen-AI-Adoption-Graph-and-key-1677x800.png 1677w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gen-AI-Adoption-Graph-and-key-768x366.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gen-AI-Adoption-Graph-and-key-1536x733.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gen-AI-Adoption-Graph-and-key-2048x977.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gen-AI-Adoption-Graph-and-key-1920x916.png 1920w\" sizes=\"auto, (max-width: 2343px) 100vw, 2343px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:10px\">Base: General population, 18+ years old. Gen-Z 18-27 (863), Millennials 28-43 (1733), Gen-X 44-59 (1520), Baby Boomers 60+ (1319)<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>But the story&nbsp;doesn&#8217;t&nbsp;stop at&nbsp;pre-purchase.&nbsp;Consumers are using AI&nbsp;throughout&nbsp;the entire journey.&nbsp;At purchase, for example,&nbsp;29%&nbsp;say they&nbsp;use AI to&nbsp;monitor&nbsp;discounts and make purchase decisions.&nbsp;Post-purchase,&nbsp;37% use AI&nbsp;to create product reviews. We also see consumers using AI in ways that many of us may never have predicted from the average consumer.&nbsp;Examples include:&nbsp;&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:90%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1238\" height=\"295\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/31.png\" alt=\"\" class=\"wp-image-38374\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/31.png 1238w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/31-600x143.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/31-768x183.png 768w\" sizes=\"auto, (max-width: 1238px) 100vw, 1238px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:90%\">\n<p class=\"h2\"><em>\u201cI\u2019ve set up a specific prompt sequence in Gemini that helps me plan my trip itineraries and find more local spots instead&nbsp;of just the usual touristy malls.\u201d<\/em><\/p>\n\n\n\n<p class=\"h2\"><strong>\u2013Gen Z, Singapore<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:90%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1229\" height=\"295\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/27.png\" alt=\"\" class=\"wp-image-38375\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/27.png 1229w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/27-600x144.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/27-768x184.png 768w\" sizes=\"auto, (max-width: 1229px) 100vw, 1229px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:90%\">\n<p class=\"h2\"><em>\u201cI\u2019ll&nbsp;use Claude or ChatGPT to run through \u201cwhat-if\u201d scenarios when&nbsp;I\u2019m&nbsp;weighing a big purchase. When I was debating a VR headset, I had AI help me weigh the long-term utility versus&nbsp;initial&nbsp;excitement. It helped me stay grounded and avoid impulse&nbsp;buys.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p class=\"h2\">\u2013 <strong>Millennial,&nbsp;U.S.<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:90%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1253\" height=\"295\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/13.png\" alt=\"\" class=\"wp-image-38376\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/13.png 1253w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/13-600x141.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/13-768x181.png 768w\" sizes=\"auto, (max-width: 1253px) 100vw, 1253px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:90%\">\n<p class=\"h2\"><em>\u201cI recently used AI to upload my X-ray results and asked for an interpretation&nbsp;\u2013&nbsp;it helped me prepare for when my physician gave me a call later that day.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p class=\"h2\"><strong>\u2013&nbsp;Boomer, U.S.<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>AI use is more personal and sophisticated than many expected, and people are&nbsp;increasingly willing to share deeper, more personal data when the value is&nbsp;clear.&nbsp;This shift challenges brands to keep pace as consumers turn to AI for meaningful, data-driven experiences that go beyond the traditional engagement&nbsp;models most brands are currently delivering.&nbsp;<\/p>\n\n\n\n<p>When it comes to agentic AI&nbsp;\u2013 the&nbsp;systems that take autonomous action on a consumer&#8217;s behalf&nbsp;\u2013 consumer&nbsp;appetite is real, with&nbsp;<strong>54% of&nbsp;people&nbsp;already viewing&nbsp;these&nbsp;agents as helpful.<\/strong>&nbsp;Here are the top&nbsp;five&nbsp;use cases consumers want, reflecting&nbsp;the demand for agentic AI, particularly in the commerce space.&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h2 has-large-font-size\" id=\"h-top-5-agentic-use-cases-consumers-want\">Top 5 Agentic Use Cases Consumers Want<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a0c646120e3d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a0c646120e3d\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"2190\" height=\"800\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Agentic-graph-2190x800.png\" alt=\"Discount monitoring and purchasing tops the list at 60%, followed by practive customer service prevention and experience coordination each sitting at 54%. Automatic needs-based purchasing follows at 53% and offer negotiation sits at 49%\" class=\"wp-image-38229\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Agentic-graph-2190x800.png 2190w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Agentic-graph-600x219.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Agentic-graph-768x281.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Agentic-graph-1536x561.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Agentic-graph-2048x748.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Agentic-graph-1920x702.png 1920w\" sizes=\"auto, (max-width: 2190px) 100vw, 2190px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<div class=\"wp-block-cover is-light mobile:hidden\"><img loading=\"lazy\" decoding=\"async\" width=\"290\" height=\"800\" class=\"wp-block-cover__image-background wp-image-38285 size-large\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/uk-boomer-no-quote-290x800.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/uk-boomer-no-quote-290x800.png 290w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/uk-boomer-no-quote-217x600.png 217w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/uk-boomer-no-quote.png 375w\" sizes=\"auto, (max-width: 290px) 100vw, 290px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\" style=\"background-color:#a1b7c0\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"230\" height=\"198\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/unnamed-file.png\" alt=\"\" class=\"wp-image-38232\" style=\"width:64px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center h2\"><em>\u201cI can\u2019t imagine using a search engine again. AI seems to anticipate what I want and need\u201d <\/em><\/p>\n\n\n\n<p class=\"has-text-align-center h2 has-blue-color has-text-color has-link-color wp-elements-38f975698e5fbe043d194c23ffa5d03b\"><strong>\u2013&nbsp;Boomer, UK<\/strong><\/p>\n\n\n\n<div style=\"height:650px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-cover alignfull is-light phone:hidden\" style=\"min-height:70vh;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"11364\" height=\"4980\" class=\"wp-block-cover__image-background wp-image-38233 size-full\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/boomer-uk-quote-and-image.png\" style=\"object-position:50% 39%\" data-object-fit=\"cover\" data-object-position=\"50% 39%\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\" style=\"background-color:#82dcc4\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:250px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:77%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:23%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"230\" height=\"198\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/unnamed-file.png\" alt=\"\" class=\"wp-image-38232\" style=\"width:140px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:70%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:27%\">\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"h2\"><em>\u201cI&nbsp;can\u2019t&nbsp;imagine using a search engine again. AI&nbsp;seems to anticipate&nbsp;what I want and need.\u201d <\/em><\/p>\n\n\n\n<p class=\"h2 has-blue-color has-text-color has-link-color wp-elements-2cbd6bea2d95aee37ff02335b512bafc\"><strong>\u2013&nbsp;Boomer, U.K.&nbsp;<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\"><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: rgb(255,255,255);color: #000000;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p class=\"has-text-align-left\">Brands face a real threat.&nbsp;The risk of&nbsp;disintermediation&nbsp;is rising, with AI agents increasingly positioned to own&nbsp;more of&nbsp;the&nbsp;consumer&nbsp;relationship&nbsp;and make decisions&nbsp;on their behalf.&nbsp;The landscape continues to evolve&nbsp;rapidly\u2014for example, <a href=\"https:\/\/www.cnbc.com\/2026\/03\/24\/openai-revamps-shopping-experience-in-chatgpt-after-instant-checkout.html\" target=\"_blank\" rel=\"noreferrer noopener\">OpenAI recently pivoted<\/a>&nbsp;to scale back&nbsp;native in-app purchasing, while&nbsp;<a href=\"https:\/\/www.wired.com\/story\/google-gemini-task-automation-galaxy-s26-uber-doordash\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google continues to invest<\/a>&nbsp;in new agentic features&nbsp;(e.g.,&nbsp;DoorDash&nbsp;delivery&nbsp;through Gemini).&nbsp;But through this&nbsp;rapid&nbsp;change, one thing is clear: Agentic&nbsp;use cases such as those above present clear&nbsp;potential&nbsp;to deliver&nbsp;value to consumers,&nbsp;and therefore likely where we can expect to see innovation continue to&nbsp;shift.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>As AI becomes woven into daily life,&nbsp;businesses&nbsp;must&nbsp;design for&nbsp;both humans and AI agents\u202f\u2014integrating seamlessly within consumers\u2019 evolving agentic ecosystems. To unlock competitive advantage,&nbsp;leaders&nbsp;also need to&nbsp;innovate their own AI-driven&nbsp;businesses and experiences.&nbsp;Through these evolutions, success&nbsp;depends on evolving operating models that actively manage and empower both human and AI agents. Winning organizations will proactively upskill talent, adapt business processes, and embed dynamic human\u2013AI collaboration at the core.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"808\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Executives-flower-808x800.png\" alt=\"\" class=\"wp-image-38234\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Executives-flower-808x800.png 808w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Executives-flower-600x594.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Executives-flower-768x761.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Executives-flower-1536x1521.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Executives-flower-1090x1080.png 1090w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Executives-flower.png 1668w\" sizes=\"auto, (max-width: 808px) 100vw, 808px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-what-this-means-for-nbsp-marketers-nbsp-and-business-leaders\">What This Means for&nbsp;Marketers&nbsp;and Business Leaders<\/h2>\n\n\n\n<p><strong>Design for&nbsp;humans&nbsp;<em>and<\/em>&nbsp;their agents<\/strong>. As AI agents take a greater hold in consumers&#8217; lives, the potential impact on direct-to-consumer engagement is enormous. With consumers continuing to rely on and delegate to AI agents, who&nbsp;may be getting to know&nbsp;them on a deep and personal level, brands need to reimagine how they will attract, engage, and win with both consumers and their agents.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Own the agent, own the relationship.<\/strong>&nbsp;Brands also need&nbsp;to decide where to offer their own agents to consumers, providing a critical advantage in driving full-journey engagement and data capture.&nbsp;<\/p>\n\n\n\n<p><strong>Prioritize AI change management and shifts in operating model.<\/strong>&nbsp;Building and\/or integrating with&nbsp;AI agents for real consumer value requires a significant organizational shift, actively rethinking roles, capabilities, and ways of working around human\/AI collaboration models.&nbsp;<\/p>\n\n\n\n<p>The imperative for brands&nbsp;is to deliver&nbsp;distinctive value that meets consumers\u2019 aspirational use cases, or risk losing direct access to&nbsp;their&nbsp;audiences. The brands and platforms able to create genuine, scalable value for consumers&nbsp;\u2014&nbsp;and the agents acting on their behalf&nbsp;\u2014&nbsp;will shape the next era of growth.&nbsp;<\/p>\n\n\n\n<p>But&nbsp;what do businesses need to do to&nbsp;actually deliver&nbsp;that distinctive value?&nbsp;We explore this question in the next section by examining a key tension for consumers as this technology permeates daily life.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-prophet-blocks-pro-pro-tab-panel pro-tab-panel\"><div class=\"pro-tab-panel__content\">\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns alignfull prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-a-nbsp-paradox-nbsp-emerges-nbsp-usage-nbsp-is-growing-nbsp-while-enthusiasm-declines\">A&nbsp;Paradox&nbsp;Emerges&nbsp;&#8211; Usage&nbsp;Is Growing,&nbsp;While Enthusiasm Declines<\/h2>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column mobile:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image alignfull size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1116\" height=\"560\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-mobile.png\" alt=\"\" class=\"wp-image-38292\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-mobile.png 1116w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-mobile-600x301.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-mobile-768x385.png 768w\" sizes=\"auto, (max-width: 1116px) 100vw, 1116px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group phone:hidden\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"152\" height=\"88\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/green-triangle.png\" alt=\"\" class=\"wp-image-38236\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p style=\"font-size:120px\">28%<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><br>Average increase in adoption of AI use cases along the consumer journey<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"152\" height=\"88\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/red-triangle.png\" alt=\"\" class=\"wp-image-38237\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p style=\"font-size:120px\">30%<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><br>Fewer consumers believe GenAl will be so integrated into their lives that they&#8217;ll rely on GenAl for most decisions<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2270\" height=\"335\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-line.png\" alt=\"\" class=\"wp-image-38235\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-line.png 2270w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-line-600x89.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-line-768x113.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-line-1536x227.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-line-2048x302.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/seesaw-line-1920x283.png 1920w\" sizes=\"auto, (max-width: 2270px) 100vw, 2270px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n\n<div style=\"height:150px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<p>Here is&nbsp;the tension at the heart of this research: consumers are using AI more than ever, but&nbsp;they&#8217;re&nbsp;feeling&nbsp;<em>less<\/em>&nbsp;good about where it&#8217;s&nbsp;all heading.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Overall excitement about GenAI has dropped approximately 7% since our&nbsp;previous&nbsp;2024 study. More significantly, the belief that GenAI will become so integrated into daily life that consumers will rely on it for most decisions has fallen by a striking <strong>30%<\/strong>, signaling a meaningful shift in consumer psychology.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>This trend signals that GenAI has entered&nbsp;what&nbsp;Gartner calls the &#8220;trough of disillusionment,&#8221; the natural dip in enthusiasm that follows inflated expectations in any technology cycle. But with AI,&nbsp;there&#8217;s&nbsp;a specific emotional&nbsp;driver&nbsp;that makes this moment distinct:&nbsp;<strong>people<\/strong>&nbsp;<strong>feel anxiety over the impact that AI might have on&nbsp;humanity and&nbsp;fear the loss of&nbsp;the human&nbsp;experience.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<div class=\"wp-block-cover alignfull mobile:hidden\" style=\"min-height:70vh;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"1844\" height=\"1498\" class=\"wp-block-cover__image-background wp-image-38298 size-full\" alt=\"71% of consumers are concerned about inaccurate information from AI driving decision-making; \n63% of consumers are worried that over-reliance on AI could cause a loss of human skills; \n61% of consumers are anxious about losing human connection\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/mobile_percentages-2.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/mobile_percentages-2.png 1844w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/mobile_percentages-2-600x487.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/mobile_percentages-2-985x800.png 985w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/mobile_percentages-2-768x624.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/mobile_percentages-2-1536x1248.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/mobile_percentages-2-1329x1080.png 1329w\" sizes=\"auto, (max-width: 1844px) 100vw, 1844px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\" style=\"background-color:#3754fd\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<p><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-cover alignfull phone:hidden wp-elements-3abe99bea177d6b0e3771bd16ba611b8\" style=\"min-height:70vh;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1384\" class=\"wp-block-cover__image-background wp-image-38288\" alt=\"71% of consumers are concerned about inaccurate information from AI driving decision-making; \n63% of consumers are worried that over-reliance on AI could cause a loss of human skills; \n61% of consumers are anxious about losing human connection\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/percentages-scaled.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/percentages-scaled.png 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/percentages-600x297.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/percentages-1618x800.png 1618w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/percentages-768x380.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/percentages-1536x759.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/percentages-2048x1013.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/percentages-1920x949.png 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-blue-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<p class=\"has-text-align-center has-large-font-size\"><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-cover alignfull\" style=\"min-height:50vh;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-blue-background-color has-background-dim-100 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\"><div class=\"wp-block-image\">\n<figure class=\"alignleft size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"18399\" height=\"18646\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Genz-Singapore-Star-1.png\" alt=\"\" class=\"wp-image-38294\" \/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:35%\">\n<div style=\"height:150px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<p class=\"h2\"><em>\u201cI use AI&nbsp;to help me track and set alerts on price shifts \u2013&nbsp;but I do wonder if I&#8217;m now&nbsp;losing out on actually enjoying the experience of shopping. It&#8217;s also a fear of losing the ability to be spontaneous, without a screen telling me the best time to click buy. I don&#8217;t want to reach a point where I can&#8217;t make a simple decision without asking the app first.<\/em>&#8220;<em> <\/em><\/p>\n\n\n\n<p class=\"h2\"><strong>\u2013 Singapore, Gen-Z<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-bottom mobile:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image alignfull size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"18399\" height=\"18646\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Genz-Singapore-Star-1.png\" alt=\"\" class=\"wp-image-38294\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<section class=\"section-content bg-image section-white\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/insight-1-white-background-wide.png);background-position: center;background-color: rgb(255,255,255);color: #000000;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-black-color has-text-color has-link-color wp-elements-32c49dd4bc14e6caa2f6ae80cf74f2e5 is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\"><\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<p>A mistake would be to interpret this data as a reason to slow down AI investment. AI brings enormous benefits to consumers, as shown by the accelerated adoption we observe. But what this data does signal is the need to <em>redirect<\/em> AI investments, from delivering yet another chatbot focused on efficiency to innovation that speaks to this core tension for consumers, offering real value with both functional and emotional benefits.<\/p>\n\n\n\n<p>The brands winning right now are doing just that, deploying AI to solve genuine pain points while elevating trust and empathy in the brand relationship through the experience delivered.&nbsp;<\/p>\n\n\n\n<p>Some favorite examples:<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<p class=\"h3\"><strong>ASOS<\/strong><\/p>\n\n\n\n<p>ASOS<strong>&nbsp;<\/strong>recognized that online shopping can be high-anxiety and isolating, with uncertainty around fit, style, and self-expression creating real barriers. Its AI features address not just the transactional side, but the emotional experience too. Virtual Try-On lets shoppers upload a photo or choose from 20 diverse AI-generated models spanning a range of body types, sizes, and skin tones&nbsp;\u2014&nbsp;reducing self-doubt and making the experience more inclusive. Style Match lets users upload images of friends or creators to instantly find similar looks, transforming shopping from a solitary task into something social and culture-driven. Together, these features blend utility with empathy, earning ASOS a more meaningful place in consumers&#8217; lives&nbsp;and building ongoing engagement.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<figure class=\"wp-block-image alignfull size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1095\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/asos-pic-1095x800.png\" alt=\"\" class=\"wp-image-38260\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/asos-pic-1095x800.png 1095w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/asos-pic-600x439.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/asos-pic-768x561.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/asos-pic.png 1386w\" sizes=\"auto, (max-width: 1095px) 100vw, 1095px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<figure class=\"wp-block-image alignfull size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"998\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-998x800.png\" alt=\"\" class=\"wp-image-38261\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-998x800.png 998w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-600x481.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-768x616.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-1347x1080.png 1347w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic.png 1383w\" sizes=\"auto, (max-width: 998px) 100vw, 998px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<p class=\"h3\"><strong>BANK OF AMERICA<\/strong><\/p>\n\n\n\n<p>Bank of America\u2019s Erica<strong>&nbsp;<\/strong>is an example of how AI can address functional consumer needs while building a more trusted, empathetic brand, using&nbsp;a strategy Bank of America calls \u201cHigh&nbsp;tech, high touch.\u201d&nbsp;For consumers, money is a highly emotional topic often intertwined&nbsp;with self-worth and identity.<strong>&nbsp;<\/strong>Erica acts as an always-on, proactive financial copilot, providing&nbsp;insight and guidance along consumers\u2019 key moments of truth (e.g., proactively detecting fraud,&nbsp;flagging&nbsp;spikes in monthly bills, or recognizing a milestone toward a financial goal). Under the hood, sentiment models monitor markers of frustration, allowing AI to adjust its tone and escalate to a human specialist when needed. Interactions focus&nbsp;not only on executing financial management&nbsp;tasks but&nbsp;providing peace of mind, which&nbsp;strengthens&nbsp;the brand resonance and relationships.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column mobile:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image alignfull size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"998\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-998x800.png\" alt=\"\" class=\"wp-image-38261\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-998x800.png 998w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-600x481.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-768x616.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic-1347x1080.png 1347w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/BOA-pic.png 1383w\" sizes=\"auto, (max-width: 998px) 100vw, 998px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<p class=\"h3\"><strong>STARBUCKS<\/strong><\/p>\n\n\n\n<p>Starbucks&#8217; Green Dot Assist&nbsp;found a meaningful way to use AI to augment staff rather than displace them, improving service&nbsp;by&nbsp;elevating the human warmth that defines hospitality. These&nbsp;AI agents work <em>alongside<\/em> baristas, providing instant access to recipes, equipment troubleshooting and operational information. That speeds service&nbsp;and&nbsp;improves&nbsp;accuracy, enabling staff to focus on what humans do best&nbsp;\u2014&nbsp;delivering genuine, emotionally resonant&nbsp;service.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<figure class=\"wp-block-image alignfull size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/starbucks-pic-1000x800.png\" alt=\"\" class=\"wp-image-38262\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/starbucks-pic-1000x800.png 1000w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/starbucks-pic-600x480.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/starbucks-pic-768x615.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/starbucks-pic-1350x1080.png 1350w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/starbucks-pic.png 1386w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-what-this-means-for-marketers-and-business-leaders\">What This Means for Marketers and Business Leaders<\/h2>\n\n\n\n<p><strong>Do not stop at utility&nbsp;and efficiency&nbsp;\u2014&nbsp;generate emotionally resonant value&nbsp;propositions,&nbsp;and invest behind the experience.&nbsp;<\/strong>Look beyond delivering&nbsp;yet&nbsp;another chatbot&nbsp;and focus on how AI can help solve real consumer&nbsp;pain points.&nbsp;The&nbsp;winning formula for agentic value propositions is both&nbsp;functional&nbsp;utility&nbsp;<em>and<\/em>&nbsp;human experience.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Think of AI as&nbsp;a critical layer&nbsp;augmenting&nbsp;consumers\u2019 ecosystem (not the whole story).<\/strong>&nbsp;Brands navigating this well are treating AI as an integrated layer&nbsp;within&nbsp;an omnichannel journey. It should&nbsp;augment&nbsp;human&nbsp;and community interaction, not replace it.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-prophet-blocks-pro-pro-tab-panel pro-tab-panel\"><div class=\"pro-tab-panel__content\">\n<section class=\"section-content bg-image section-white\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Shape-and-background_I1-scaled.png);background-position: center;background-color: rgb(255,255,255);color: #000000;\">\n    <article class=\"container\">\n        \n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color has-large-font-size wp-elements-555a7bf83b56ac46fc714ce433a3152d\" id=\"h-the-next-frontier-emotionally-intelligent-ambient-anticipatory-ai\">The\u00a0Next\u00a0Frontier: Emotionally Intelligent, Ambient, Anticipatory AI<\/h2>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-c69283cf06c0ca822533350946ccb200\">We asked consumers about emerging AI capabilities that do not fully exist yet, and the responses painted a clear picture of where the next wave of consumer AI is heading.&nbsp;<\/p>\n\n\n\n<p>Three&nbsp;connected themes&nbsp;came through strongest:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1753\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Emotionally-intelligent-AI-1-1753x800.png\" alt=\"\" class=\"wp-image-38371\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Emotionally-intelligent-AI-1-1753x800.png 1753w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Emotionally-intelligent-AI-1-600x274.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Emotionally-intelligent-AI-1-768x350.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Emotionally-intelligent-AI-1-1536x701.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Emotionally-intelligent-AI-1-2048x935.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Emotionally-intelligent-AI-1-1920x876.png 1920w\" sizes=\"auto, (max-width: 1753px) 100vw, 1753px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-cover mobile:hidden\"><img loading=\"lazy\" decoding=\"async\" width=\"326\" height=\"677\" class=\"wp-block-cover__image-background wp-image-38334 size-full\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/emotional-ambient-ai-and-black-blocks.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/emotional-ambient-ai-and-black-blocks.png 326w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/emotional-ambient-ai-and-black-blocks-289x600.png 289w\" sizes=\"auto, (max-width: 326px) 100vw, 326px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-black-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<h2 class=\"wp-block-heading has-text-align-left has-green-color has-text-color has-link-color has-large-font-size wp-elements-c695cc20255658220af47450ea017a4f\" id=\"h-emotionally-intelligent-ai-0\"><strong>Emotionally Intelligent AI.<\/strong><\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns has-green-color has-text-color has-link-color wp-elements-b6077f68b1b6e6ada044ec0c0667b4d8 is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<p class=\"has-text-align-left\" style=\"font-size:70px\">67%<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p class=\"has-text-align-left\">of consumers want AI&nbsp;that guides purchase decisions based on their personal values and preferences&nbsp;\u2013&nbsp;not just price.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image alignfull size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"263\" height=\"223\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Emotionally-Intelligent-AI-Graphic.png\" alt=\"\" class=\"wp-image-38335\" \/><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That&#8217;s slightly&nbsp;<em>more<\/em>&nbsp;appealing than purely price-driven agent decisions (60%). Among heavy AI users, 47% already envision GenAI providing emotional support and companionship &#8220;similar to a trusted friend.&#8221;&nbsp;People want to feel&nbsp;understood.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\"><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1753\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-1-1753x800.png\" alt=\"\" class=\"wp-image-38373\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-1-1753x800.png 1753w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-1-600x274.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-1-768x350.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-1-1536x701.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-1-2048x935.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-1-1920x876.png 1920w\" sizes=\"auto, (max-width: 1753px) 100vw, 1753px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-cover mobile:hidden\"><img loading=\"lazy\" decoding=\"async\" width=\"326\" height=\"677\" class=\"wp-block-cover__image-background wp-image-38334 size-full\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/emotional-ambient-ai-and-black-blocks.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/emotional-ambient-ai-and-black-blocks.png 326w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/emotional-ambient-ai-and-black-blocks-289x600.png 289w\" sizes=\"auto, (max-width: 326px) 100vw, 326px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-black-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<h2 class=\"wp-block-heading has-text-align-left has-green-color has-text-color has-link-color has-large-font-size wp-elements-08c3e63e4c88590750b36b4efff10d71\" id=\"h-ambient-nbsp-ai-0\"><strong><strong><strong>Ambient&nbsp;AI.<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns has-green-color has-text-color has-link-color wp-elements-c4a9a1bfdd93496a6b2ce6a6e12a3a78 is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<p class=\"has-text-align-left\" style=\"font-size:70px\">62%<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p>of consumers&nbsp;want AI that&nbsp;quietly&nbsp;notices things&nbsp;in&nbsp;their&nbsp;environment,&nbsp;and provides help proactively, vs. having to constantly ask the AI questions.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p>That&#8217;s slightly&nbsp;<em>more<\/em>&nbsp;appealing than purely price-driven agent decisions (60%). Among heavy AI users, 47% already envision GenAI providing emotional support and companionship &#8220;similar to a trusted friend.&#8221;&nbsp;People want to feel&nbsp;understood.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-thumbnail\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-Graphic-300x300.png\" alt=\"\" class=\"wp-image-38337\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-Graphic-300x300.png 300w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Ambient-AI-Graphic.png 462w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\"><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1753\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Anticipatory-AI-1753x800.png\" alt=\"\" class=\"wp-image-38377\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Anticipatory-AI-1753x800.png 1753w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Anticipatory-AI-600x274.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Anticipatory-AI-768x350.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Anticipatory-AI-1536x701.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Anticipatory-AI-2048x935.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Anticipatory-AI-1920x876.png 1920w\" sizes=\"auto, (max-width: 1753px) 100vw, 1753px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-cover mobile:hidden\"><img loading=\"lazy\" decoding=\"async\" width=\"326\" height=\"677\" class=\"wp-block-cover__image-background wp-image-38334 size-full\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/emotional-ambient-ai-and-black-blocks.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/emotional-ambient-ai-and-black-blocks.png 326w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/emotional-ambient-ai-and-black-blocks-289x600.png 289w\" sizes=\"auto, (max-width: 326px) 100vw, 326px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-black-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:15%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<h2 class=\"wp-block-heading has-text-align-left has-green-color has-text-color has-link-color has-large-font-size wp-elements-095810aa72c4381885c6408888be52aa\" id=\"h-anticipatory-ai-0\"><strong><strong><strong><strong><strong>Anticipatory<\/strong><\/strong> AI.<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns has-green-color has-text-color has-link-color wp-elements-f72787ada4c15d48a4964af8e39fbe7c is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<p class=\"has-text-align-left\" style=\"font-size:70px\">66%<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p class=\"has-text-align-left\">of consumers want AI that can&nbsp;&#8220;read between&nbsp;the&nbsp;lines\u201d to&nbsp;meet their&nbsp;real needs, not just what they literally ask for.<\/p>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image alignfull size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"280\" height=\"266\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Promptless-AI-Graphic.png\" alt=\"\" class=\"wp-image-38338\" \/><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The prompt-response model that defines most of today&#8217;s GenAI interactions is already feeling outdated to consumers who&#8217;ve experienced more fluid, intuitive systems, mirroring what\u2019s happening in enterprise AI.&nbsp;Consumers don&#8217;t want to become prompt engineers. They want AI that already knows what they need.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\"><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:hidden has-black-color has-text-color has-link-color wp-elements-1462ffeabe989f21e160b7c57845c11a is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image alignfull size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"1110\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/stars-quotes-4-Large.png\" alt=\"\u201cIf my flight to Singapore to go see my daughter gets cancelled, I don\u2019t just want a list of flight numbers. I need AI to help understand the stress of that moment and prioritize the flight that is going to keep me most comfortable vs. just picking the fastest or cheapest option\u201d \u2013Boomer, Germany\n\u201cI\u2019d love my home assistant to know when I\u2019ve had a day of back-to-back meetings, and help handle the mental load I feel. It could help order groceries or send a quick update to my wife. Maybe it could shift my environment \u2013 news summarized on the kitchen hub \u2013 drop me into the PM headspace so I can be present with the family when I\u2019m off the clock.\u201d \u2013 Millennial, US\n\n\nTogether, these signals point to an AI future that is less about answering questions and more about living alongside consumers \u2014 emotionally attuned, context-aware, and proactively useful. It's these capabilities that can both help make AI more useful to consumers and bridge the critical sentiment gap we're currently observing.\nWhat This Means for Marketers and Business Leaders\nBuild your innovation roadmap around emotionally intelligent, ambient, anticipatory-AI. The brands that anchor their next 12 to 24 months of AI development and partnership on these three themes will be the ones that lead the market in closing the sentiment gap and driving sustained growth.\nPrepare for a world beyond chatbots. If your AI strategy still centers on getting consumers to interact with a chatbot or type queries into a search bar, you are designing for the previous wave. The architecture of consumer AI is shifting toward systems that observe, infer and act. Start preparing your data structures, content and consumer touchpoints for that reality now.\" class=\"wp-image-38351\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/stars-quotes-4-Large.png 1280w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/stars-quotes-4-Large-600x520.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/stars-quotes-4-Large-923x800.png 923w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/stars-quotes-4-Large-768x666.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/stars-quotes-4-Large-1245x1080.png 1245w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column mobile:hidden is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"h2\"><em>\u201cIf a flight to Singapore I have to go see my daughter gets cancelled, I don\u2019t just want a list of flight numbers. I need AI to help understand the stress of that moment and prioritize the flight that is going to keep me most comfortable vs. just picking the fastest or cheapest option.\u201d<\/em><br><strong>\u2013Boomer, Germany<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"9323\" height=\"9448\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Boomer-Parents-Star.png\" alt=\"\" class=\"wp-image-38295\" \/><\/figure>\n\n\n\n<p class=\"h2\"><em>\u201cI\u2019d love my home assistant to know when I\u2019ve had a day of back-to-back meetings, and help handle the mental load I feel. It could help order groceries or send a quick update to my wife. Maybe it could shift my environment \u2013 news summarized on the kitchen hub \u2013 drop me into the PM headspace so I can be present with the family when I\u2019m off the clock.\u201d&nbsp;<\/em><br><strong>\u2013Millennial, U.S.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"18399\" height=\"18646\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Millenial-Star-1.png\" alt=\"\" class=\"wp-image-38297\" \/><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Together, these signals point to an AI future that&#8217;s less about answering questions and more about <em>living alongside<\/em> consumers&nbsp;\u2014&nbsp;emotionally attuned, context-aware, and proactively useful. It&#8217;s these capabilities that can both help make AI more useful to consumers and bridge the critical sentiment gap we&#8217;re currently observing.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"h2 has-large-font-size\">What This Means for Marketers and Business Leaders<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Build your innovation roadmap around emotionally intelligent, ambient, prompt-less AI.<\/strong> The brands that anchor their next 12 to 24 months of AI development and partnership on these three themes will be the ones that lead the market in closing the sentiment gap and driving sustained growth.<\/p>\n\n\n\n<p><strong>Prepare for a world without prompts.<\/strong> If your AI strategy still centers on getting consumers to interact with a chatbot or type queries into a search bar, you are designing for the previous wave. The architecture of consumer AI is shifting toward systems that observe, infer and act. Start preparing your data structures, content and consumer touchpoints for that reality now.<\/p>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<section class=\"section-content phone:hidden section-mix\" style=\"background-color: rgb(34,255,171);color: #000000;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-wrap-up-top-five-things-to-do-right-now\">Wrap-Up: Top Five Things to Do Right Now<\/h2>\n\n\n\n<p id=\"h-wrap-up-top-five-things-to-do-right-now\" style=\"font-size:20px\">AI&nbsp;is&nbsp;a&nbsp;moving target.&nbsp;But&nbsp;with so much at stake,&nbsp;growth-focused leaders&nbsp;can&#8217;t&nbsp;afford to&nbsp;wait and see.&nbsp;We recommend&nbsp;prioritizing:<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading h2 has-blue-color has-text-color has-link-color wp-elements-7758470136c5870428e3f4e17d55770e\" id=\"h-01-0\" style=\"font-size:70px\">01<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h5\" id=\"h-re-architect-nbsp-consumer-journeys-for-human-and-agent-ecosystems-nbsp\">Re-architect&nbsp;consumer journeys for human and agent ecosystems.&nbsp;<\/h2>\n\n\n\n<p>Establish your brand\u2019s role and how it will create value within consumers\u2019 evolving ecosystems&nbsp;of communities, creators,&nbsp;<em>and<\/em>&nbsp;agents. Map every touchpoint and ask: how does this work when the &#8220;consumer&#8221; is an AI agent acting on someone&#8217;s behalf?&nbsp;Where does humanity need to be elevated?<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading h2 has-blue-color has-text-color has-link-color wp-elements-0bfe89a094f5fdbaf34c8415bcc8e24b\" id=\"h-03-0\" style=\"font-size:70px\">03<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h5\" id=\"h-innovate-ai-enabled-nbsp-businesses-nbsp-offers-nbsp-and-experiences-that-nbsp-resolve-consumers-core-tensions-nbsp\"><strong>Innovate AI-enabled&nbsp;businesses,&nbsp;offers&nbsp;and experiences that&nbsp;resolve consumers\u2019 core tensions.&nbsp;<\/strong><\/h2>\n\n\n\n<p>Businesses that own the agents will have a structural advantage in maintaining consumer&nbsp;relationships, driving full-journey engagement,&nbsp;and&nbsp;capturing data.&nbsp;Decide where those opportunities exist for you and innovate value propositions that deliver technical utility and emotional connection.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:96px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading h2 has-blue-color has-text-color has-link-color wp-elements-c2c19c1e8e8e49ce11bb6a9eaf83286a\" id=\"h-05\" style=\"font-size:70px\">05<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h5\" id=\"h-drive-organizational-change-toward-ai-human-collaboration-nbsp\"><strong>Drive organizational change toward AI-human collaboration.&nbsp;<\/strong><\/h2>\n\n\n\n<p>New capabilities, roles, ways of working and culture will be required&nbsp;to manage emotionally intelligent agentic ecosystems at the speed and scale the market demands.&nbsp;Engaging the best talent in an increasingly automated environment requires&nbsp;a new approach.&nbsp;Driving organizational change should happen as soon as possible,&nbsp;while your strategy is being set.&nbsp;<\/p>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading h2 has-blue-color has-text-color has-link-color wp-elements-a375445d168c71a4823dc2e23f499a15\" id=\"h-02-0\" style=\"font-size:70px\">02<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h5\" id=\"h-operationalize-your-brand-to-be-discoverable-and-resonant-with-ai-agents-nbsp-and-the-human-trust-signals-they-rely-on\"><strong>Operationalize your brand to be discoverable and resonant with AI agents&nbsp;and the human trust signals they rely on.<\/strong><\/h2>\n\n\n\n<p>Audit your content, data, and trust signals for LLM performance. Is your content answer-driven? Are you in the conversation with communities and creators? Evolve your owned assets and influence the external signals LLMs rely on.&nbsp;<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading h2 has-blue-color has-text-color has-link-color wp-elements-35d53cde90c6d392356ef32d0a09ae79\" id=\"h-04\" style=\"font-size:70px\">04<\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h5\" id=\"h-move-from-periodic-to-always-on-consumer-emotional-intelligence-nbsp\"><strong>Move from periodic to always-on consumer emotional intelligence.<\/strong>&nbsp;<\/h2>\n\n\n\n<p>AI agents act on real-time signals&nbsp;and are getting to know your consumers on the deepest level\u202f \u2014&nbsp;your brand should too. Make consumer intelligence a continuous input to cross-functional decision-making&nbsp;and blend primary research with AI-enabled tools to create a new way of doing business.&nbsp;<\/p>\n\n\n\n<div style=\"height:96px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <style>\n        .button-6a0c646125dfd {\n            background-color: #334aff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6a0c646125dfd.wp-block-button__link:hover {\n            color: #334aff !important;\n        }\n\n        .wp-block-button.is-style-fill .button-6a0c646125dfd.wp-block-button__link:hover svg.icon {\n            fill: #334aff !important;\n        }\n    <\/style>\n    \n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button is-style-fill \">\n        <a href=\"https:\/\/prophet.com\/augmented-intelligence\/\" \n            class=\"wp-block-button__link no-border-radius button-6a0c646125dfd wp-acf-button-bg-color\" \n            style=\"color: #22ffab; \" target=\"_blank\" >\n                See Our AI Solutions <svg class=\"icon\" style=\"fill:#22ffab\"><use xlink:href=\"#i-external\"><\/use><\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:70%\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:200px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content mobile:hidden bg-image section-mix\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/green-background-with-pattern-v4-scaled.png);background-position: bottom;background-color: rgb(34,255,171);color: #000000;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-wrap-up-top-five-things-to-do-right-now-0\">Wrap-Up: Top Five Things to Do Right Now<\/h2>\n\n\n\n<p id=\"h-wrap-up-top-five-things-to-do-right-now\" style=\"font-size:20px\">AI&nbsp;is&nbsp;a&nbsp;moving target.&nbsp;But&nbsp;with so much at stake,&nbsp;growth-focused leaders&nbsp;can&#8217;t&nbsp;afford to&nbsp;wait and see.&nbsp;We recommend&nbsp;prioritizing:<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"h2 has-blue-color has-text-color has-link-color wp-elements-5d0478e7d4cd54a89000b9bd3f62b4a1\" style=\"font-size:70px\">01<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Re-architect&nbsp;consumer journeys for human and agent ecosystems.<\/strong>&nbsp;Establish your brand\u2019s role and how it will create value within consumers\u2019 evolving ecosystems&nbsp;of communities, creators,&nbsp;<em>and<\/em>&nbsp;agents. Map every touchpoint and ask: how does this work when the &#8220;consumer&#8221; is an AI agent acting on someone&#8217;s behalf?&nbsp;Where does humanity need to be elevated?<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"h2 has-blue-color has-text-color has-link-color wp-elements-b394e1ba6171d82826335dbc06797ffc\" style=\"font-size:70px\">02<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Operationalize your brand to be discoverable and resonant with AI agents&nbsp;and the human trust signals they rely on.<\/strong>&nbsp;Audit your content, data, and trust signals for LLM performance. Is your content answer-driven? Are you in the conversation with communities and creators? Evolve your owned assets and influence the external signals LLMs rely on.&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"h2 has-blue-color has-text-color has-link-color wp-elements-00dbb8dbfc92aa99f8057900f17e8114\" style=\"font-size:70px\">03<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Innovate AI-enabled&nbsp;businesses,&nbsp;offers&nbsp;and experiences that&nbsp;resolve consumers\u2019 core tensions.&nbsp;<\/strong>Businesses that own the agents will have a structural advantage in maintaining consumer&nbsp;relationships, driving full-journey engagement,&nbsp;and&nbsp;capturing data.&nbsp;Decide where those opportunities exist for you and innovate value propositions that deliver technical utility and emotional connection.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"h2 has-blue-color has-text-color has-link-color wp-elements-ae6e37ec761a7099fde75f2d9bfcd31e\" style=\"font-size:70px\">04<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Move from periodic to always-on consumer emotional intelligence.<\/strong>&nbsp;AI agents act on real-time signals&nbsp;and are getting to know your consumers on the deepest level\u202f \u2014&nbsp;your brand should too. Make consumer intelligence a continuous input to cross-functional decision-making&nbsp;and blend primary research with AI-enabled tools to create a new way of doing business.&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"h2 has-blue-color has-text-color has-link-color wp-elements-54adb37f3ddd9176b56285543c94947c\" style=\"font-size:70px\">05<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-blue-color has-alpha-channel-opacity has-blue-background-color has-background\" \/>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Drive organizational change toward AI-human collaboration.&nbsp;<\/strong>New capabilities, roles, ways of working and culture will be required&nbsp;to manage emotionally intelligent agentic ecosystems at the speed and scale the market demands.&nbsp;Engaging the best talent in an increasingly automated environment requires&nbsp;a new approach.&nbsp;Driving organizational change should happen as soon as possible,&nbsp;while your strategy is being set.&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-mix\" style=\"background-color: rgb(51,74,255);color: #FFFFFF;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"h2 has-green-color has-text-color has-link-color has-large-font-size wp-elements-898dd9176ad5b32108acb286b3f406a7\">The Bottom Line<\/p>\n\n\n\n<p>AI agents will soon know your consumers on a deep and personal level,&nbsp;embedded into daily life as advisors and decision-makers. A central question for every growth leader right now is how&nbsp;to&nbsp;win with both consumers&nbsp;<em>and<\/em>&nbsp;the agents acting on their behalf.<\/p>\n\n\n\n<p>The data is clear: consumers are ready.&nbsp;They are&nbsp;using AI in ways we didn&#8217;t anticipate, and they are hungry for AI that&nbsp;goes further. But they are also anxious. They don&#8217;t want&nbsp;to lose the human connection that enriches their experiences and makes their&nbsp;relationships meaningful.<\/p>\n\n\n\n<p>The brands that close that gap\u2014evolving their organizations to deploy AI as a powerful enabler of experiences that are both highly useful and emotionally resonant\u2014will be the ones that define the next era of consumer relationships.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:65%\">\n<p class=\"h2\" style=\"font-size:26px\"><strong>Ready to understand what this means specifically for your business?<\/strong>&nbsp;Prophet&#8217;s team of growth strategy, consumer experience, and AI experts can help you translate these insights into a clear path forward and action.&nbsp;<\/p>\n\n\n\n<p class=\"h2\" style=\"font-size:26px\"><mark style=\"background-color:#000000\" class=\"has-inline-color has-green-color\">Contact us<\/mark>\u00a0to start the conversation, or explore our AI and growth solutions to learn more.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a id=\"connect-form-pop\" href=\"#\" class=\"hotSpot-container\">\n            <div class=\"arrow-icon\">\n                \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t            <\/div>\n        <\/a>\n    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value=\"Speaking Request\">Speaking Request<\/option>\n                                <option value=\"Other\">Other<\/option>\n                                                    <\/select>\n                        <span class=\"bottom-line trans\"><\/span>\n                        <svg class=\"icon white\">\n                            <use xlink:href=\"#i-down-chevron\"><\/use>\n                        <\/svg>\n                    <\/label>\n                <\/div>\n\n            \n            <div class=\"side-by-side-fields\">\n                <label for=\"first_name\" aria-label=\"First Name\">\n                    <input type=\"text\" id=\"first_name\" class=\"required-form-field on-form-field\" name=\"first_name\" placeholder=\"First Name*\" >\n                    <span class=\"bottom-line trans\"><\/span>\n                <\/label>\n\n                <label for=\"last_name\" aria-label=\"Last Name\">\n                    <input type=\"text\" id=\"last_name\" class=\"required-form-field on-form-field\" name=\"last_name\" placeholder=\"Last Name*\">\n                    <span class=\"bottom-line trans\"><\/span>\n                <\/label>\n            <\/div>\n\n            <div class=\"side-by-side-fields\">\n                <label for=\"company\">\n                    <input type=\"text\" id=\"company\" class=\"required-form-field on-form-field\" name=\"company\" placeholder=\"Company*\">\n                    <span class=\"bottom-line trans\"><\/span>\n                <\/label>\n                <label for=\"seniority\" class=\"dropmenu-wrapper\" aria-label=\"Seniority\">\n                    <select id=\"seniority\" class=\"connect-seniority required-form-field\" name=\"seniority\">\n                        <option value=\"\" selected=\"selected\">Role*<\/option>\n                                                    <option value=\"Analyst \/ Coordinator\">Analyst \/ Coordinator<\/option>\n<option value=\"Assistant\">Assistant<\/option>\n<option value=\"Business Unit Head\">Business Unit Head<\/option>\n<option value=\"C-Level\">C-Level<\/option>\n<option value=\"Director\">Director<\/option>\n<option value=\"General Manager \/ Managing Director\">General Manager \/ Managing Director<\/option>\n<option value=\"Manager\">Manager<\/option>\n<option value=\"President\">President<\/option>\n<option value=\"VP \/ SVP\">VP \/ SVP<\/option>\n<option value=\"Professor\">Professor<\/option>\n<option value=\"Student\">Student<\/option>\n<option value=\"Other\">Other<\/option>                        \n                    <\/select>\n                    <span class=\"bottom-line trans\"><\/span>\n                    <svg class=\"icon white\">\n                        <use xlink:href=\"#i-down-chevron\"><\/use>\n                    <\/svg>\n                <\/label>\n            <\/div>\n\n            <div class=\"side-by-side-fields\">\n                <label for=\"job_function\" class=\"dropmenu-wrapper\" aria-label=\"Job Function\">\n                    <select id=\"job_function\" class=\"connect-job-function required-form-field\" name=\"job_function\">\n                        <option value=\"\" selected=\"selected\">Function*<\/option>\n                                                    <option value=\"Strategy\">Strategy<\/option>\n<option value=\"Legal\">Legal<\/option>\n<option value=\"Operations\">Operations<\/option>\n<option value=\"Research \/ Insights\">Research \/ Insights<\/option>\n<option value=\"Procurement\">Procurement<\/option>\n<option value=\"Digital \/ Technology\">Digital \/ Technology<\/option>\n<option value=\"Sales\">Sales<\/option>\n<option value=\"Finance\">Finance<\/option>\n<option value=\"Experience\">Experience<\/option>\n<option value=\"People \/ HR\">People \/ HR<\/option>\n<option value=\"Communications \/ PR\">Communications \/ PR<\/option>\n<option value=\"Product \/ Innovation\">Product \/ Innovation<\/option>\n<option value=\"Marketing\">Marketing<\/option>\n<option value=\"Design\">Design<\/option>\n<option value=\"Brand\">Brand<\/option>                        \n                    <\/select>\n                    <span class=\"bottom-line trans\"><\/span>\n                    <svg class=\"icon white\">\n                        <use xlink:href=\"#i-down-chevron\"><\/use>\n                    <\/svg>\n                <\/label>\n                <label for=\"country\" class=\"dropmenu-wrapper\" aria-label=\"Country\">\n                    <select id=\"country\" class=\"connect-country required-form-field on-form-field\" name=\"country\">\n                        <option value=\"\" selected=\"selected\">Country*<\/option>\n                                                    <option value=\"DE\">GERMANY<\/option>\n<option value=\"ES\">SPAIN<\/option>\n<option value=\"CH\">SWITZERLAND<\/option>\n<option value=\"GB\">UNITED KINGDOM<\/option>\n<option value=\"US\">UNITED STATES<\/option>\n<option value=\"AF\">AFGHANISTAN<\/option>\n<option value=\"AL\">ALBANIA<\/option>\n<option value=\"DZ\">ALGERIA<\/option>\n<option value=\"AS\">AMERICAN SAMOA<\/option>\n<option value=\"AD\">ANDORRA<\/option>\n<option value=\"AO\">ANGOLA<\/option>\n<option value=\"AI\">ANGUILLA<\/option>\n<option value=\"AQ\">ANTARCTICA<\/option>\n<option value=\"AG\">ANTIGUA AND BARBUDA<\/option>\n<option value=\"AR\">ARGENTINA<\/option>\n<option value=\"AM\">ARMENIA<\/option>\n<option value=\"AW\">ARUBA<\/option>\n<option value=\"AU\">AUSTRALIA<\/option>\n<option value=\"AT\">AUSTRIA<\/option>\n<option value=\"AZ\">AZERBAIJAN<\/option>\n<option value=\"BS\">BAHAMAS<\/option>\n<option value=\"BH\">BAHRAIN<\/option>\n<option value=\"BD\">BANGLADESH<\/option>\n<option value=\"BB\">BARBADOS<\/option>\n<option value=\"BY\">BELARUS<\/option>\n<option value=\"BE\">BELGIUM<\/option>\n<option value=\"BZ\">BELIZE<\/option>\n<option value=\"BJ\">BENIN<\/option>\n<option value=\"BM\">BERMUDA<\/option>\n<option value=\"BT\">BHUTAN<\/option>\n<option value=\"BO\">BOLIVIA<\/option>\n<option value=\"BA\">BOSNIA AND HERZEGOVINA<\/option>\n<option value=\"BW\">BOTSWANA<\/option>\n<option value=\"BV\">BOUVET ISLAND<\/option>\n<option value=\"BR\">BRAZIL<\/option>\n<option value=\"IO\">BRITISH INDIAN OCEAN TERRITORY<\/option>\n<option value=\"BN\">BRUNEI DARUSSALAM<\/option>\n<option value=\"BG\">BULGARIA<\/option>\n<option value=\"BF\">BURKINA FASO<\/option>\n<option value=\"BI\">BURUNDI<\/option>\n<option value=\"KH\">CAMBODIA<\/option>\n<option value=\"CM\">CAMEROON<\/option>\n<option value=\"CA\">CANADA<\/option>\n<option value=\"CV\">CAPE VERDE<\/option>\n<option value=\"KY\">CAYMAN ISLANDS<\/option>\n<option value=\"CF\">CENTRAL AFRICAN REPUBLIC<\/option>\n<option value=\"TD\">CHAD<\/option>\n<option value=\"CL\">CHILE<\/option>\n<option value=\"CN\">CHINA<\/option>\n<option value=\"CX\">CHRISTMAS ISLAND<\/option>\n<option value=\"CC\">COCOS (KEELING) ISLANDS<\/option>\n<option value=\"CO\">COLOMBIA<\/option>\n<option value=\"KM\">COMOROS<\/option>\n<option value=\"CG\">CONGO<\/option>\n<option value=\"CD\">CONGO, THE DEMOCRATIC REPUBLIC OF THE<\/option>\n<option value=\"CK\">COOK ISLANDS<\/option>\n<option value=\"CR\">COSTA RICA<\/option>\n<option value=\"CI\">COTE D&#8217;IVOIRE<\/option>\n<option value=\"HR\">CROATIA<\/option>\n<option value=\"CU\">CUBA<\/option>\n<option value=\"CY\">CYPRUS<\/option>\n<option value=\"CZ\">CZECH REPUBLIC<\/option>\n<option value=\"DK\">DENMARK<\/option>\n<option value=\"DJ\">DJIBOUTI<\/option>\n<option value=\"DM\">DOMINICA<\/option>\n<option value=\"DO\">DOMINICAN REPUBLIC<\/option>\n<option value=\"EC\">ECUADOR<\/option>\n<option value=\"EG\">EGYPT<\/option>\n<option value=\"SV\">EL SALVADOR<\/option>\n<option value=\"GQ\">EQUATORIAL GUINEA<\/option>\n<option value=\"ER\">ERITREA<\/option>\n<option value=\"EE\">ESTONIA<\/option>\n<option value=\"ET\">ETHIOPIA<\/option>\n<option value=\"FK\">FALKLAND ISLANDS (MALVINAS)<\/option>\n<option value=\"FO\">FAROE ISLANDS<\/option>\n<option value=\"FJ\">FIJI<\/option>\n<option value=\"FI\">FINLAND<\/option>\n<option value=\"FR\">FRANCE<\/option>\n<option value=\"GF\">FRENCH GUIANA<\/option>\n<option value=\"PF\">FRENCH POLYNESIA<\/option>\n<option value=\"TF\">FRENCH SOUTHERN TERRITORIES<\/option>\n<option value=\"GA\">GABON<\/option>\n<option value=\"GM\">GAMBIA<\/option>\n<option value=\"GE\">GEORGIA<\/option>\n<option value=\"GH\">GHANA<\/option>\n<option value=\"GI\">GIBRALTAR<\/option>\n<option value=\"GR\">GREECE<\/option>\n<option value=\"GL\">GREENLAND<\/option>\n<option value=\"GD\">GRENADA<\/option>\n<option value=\"GP\">GUADELOUPE<\/option>\n<option value=\"GU\">GUAM<\/option>\n<option value=\"GT\">GUATEMALA<\/option>\n<option value=\"GN\">GUINEA<\/option>\n<option value=\"GW\">GUINEA-BISSAU<\/option>\n<option value=\"GY\">GUYANA<\/option>\n<option value=\"HT\">HAITI<\/option>\n<option value=\"HM\">HEARD ISLAND AND MCDONALD ISLANDS<\/option>\n<option value=\"VA\">HOLY SEE (VATICAN CITY STATE)<\/option>\n<option value=\"HN\">HONDURAS<\/option>\n<option value=\"HK\">HONG KONG<\/option>\n<option value=\"HU\">HUNGARY<\/option>\n<option value=\"IS\">ICELAND<\/option>\n<option value=\"IN\">INDIA<\/option>\n<option value=\"ID\">INDONESIA<\/option>\n<option value=\"IR\">IRAN, ISLAMIC REPUBLIC OF<\/option>\n<option value=\"IQ\">IRAQ<\/option>\n<option value=\"IE\">IRELAND<\/option>\n<option value=\"IL\">ISRAEL<\/option>\n<option value=\"IT\">ITALY<\/option>\n<option value=\"JM\">JAMAICA<\/option>\n<option value=\"JP\">JAPAN<\/option>\n<option value=\"JO\">JORDAN<\/option>\n<option value=\"KZ\">KAZAKHSTAN<\/option>\n<option value=\"KE\">KENYA<\/option>\n<option value=\"KI\">KIRIBATI<\/option>\n<option value=\"KP\">KOREA, DEMOCRATIC PEOPLE&#8217;S REPUBLIC OF<\/option>\n<option value=\"KR\">KOREA, REPUBLIC OF<\/option>\n<option value=\"KW\">KUWAIT<\/option>\n<option value=\"KG\">KYRGYZSTAN<\/option>\n<option value=\"LA\">LAO PEOPLE&#8217;S DEMOCRATIC REPUBLIC<\/option>\n<option value=\"LV\">LATVIA<\/option>\n<option value=\"LB\">LEBANON<\/option>\n<option value=\"LS\">LESOTHO<\/option>\n<option value=\"LR\">LIBERIA<\/option>\n<option value=\"LY\">LIBYAN ARAB JAMAHIRIYA<\/option>\n<option value=\"LI\">LIECHTENSTEIN<\/option>\n<option value=\"LT\">LITHUANIA<\/option>\n<option value=\"LU\">LUXEMBOURG<\/option>\n<option value=\"MO\">MACAO<\/option>\n<option value=\"MK\">MACEDONIA, THE FORMER YUGOSLAV REPUBLIC OF<\/option>\n<option value=\"MG\">MADAGASCAR<\/option>\n<option value=\"MW\">MALAWI<\/option>\n<option value=\"MY\">MALAYSIA<\/option>\n<option value=\"MV\">MALDIVES<\/option>\n<option value=\"ML\">MALI<\/option>\n<option value=\"MT\">MALTA<\/option>\n<option value=\"MH\">MARSHALL ISLANDS<\/option>\n<option value=\"MQ\">MARTINIQUE<\/option>\n<option value=\"MR\">MAURITANIA<\/option>\n<option value=\"MU\">MAURITIUS<\/option>\n<option value=\"YT\">MAYOTTE<\/option>\n<option value=\"MX\">MEXICO<\/option>\n<option value=\"FM\">MICRONESIA, FEDERATED STATES OF<\/option>\n<option value=\"MD\">MOLDOVA, REPUBLIC OF<\/option>\n<option value=\"MC\">MONACO<\/option>\n<option value=\"MN\">MONGOLIA<\/option>\n<option value=\"MS\">MONTSERRAT<\/option>\n<option value=\"MA\">MOROCCO<\/option>\n<option value=\"MZ\">MOZAMBIQUE<\/option>\n<option value=\"MM\">MYANMAR<\/option>\n<option value=\"NA\">NAMIBIA<\/option>\n<option value=\"NR\">NAURU<\/option>\n<option value=\"NP\">NEPAL<\/option>\n<option value=\"NL\">NETHERLANDS<\/option>\n<option value=\"AN\">NETHERLANDS ANTILLES<\/option>\n<option value=\"NC\">NEW CALEDONIA<\/option>\n<option value=\"NZ\">NEW ZEALAND<\/option>\n<option value=\"NI\">NICARAGUA<\/option>\n<option value=\"NE\">NIGER<\/option>\n<option value=\"NG\">NIGERIA<\/option>\n<option value=\"NU\">NIUE<\/option>\n<option value=\"NF\">NORFOLK ISLAND<\/option>\n<option value=\"MP\">NORTHERN MARIANA ISLANDS<\/option>\n<option value=\"NO\">NORWAY<\/option>\n<option value=\"OM\">OMAN<\/option>\n<option value=\"PK\">PAKISTAN<\/option>\n<option value=\"PW\">PALAU<\/option>\n<option value=\"PS\">PALESTINIAN TERRITORY, OCCUPIED<\/option>\n<option value=\"PA\">PANAMA<\/option>\n<option value=\"PG\">PAPUA NEW GUINEA<\/option>\n<option value=\"PY\">PARAGUAY<\/option>\n<option value=\"PE\">PERU<\/option>\n<option value=\"PH\">PHILIPPINES<\/option>\n<option value=\"PN\">PITCAIRN<\/option>\n<option value=\"PL\">POLAND<\/option>\n<option value=\"PT\">PORTUGAL<\/option>\n<option value=\"PR\">PUERTO RICO<\/option>\n<option value=\"QA\">QATAR<\/option>\n<option value=\"RE\">REUNION<\/option>\n<option value=\"RO\">ROMANIA<\/option>\n<option value=\"RU\">RUSSIAN FEDERATION<\/option>\n<option value=\"RW\">RWANDA<\/option>\n<option value=\"SH\">SAINT HELENA<\/option>\n<option value=\"KN\">SAINT KITTS AND NEVIS<\/option>\n<option value=\"LC\">SAINT LUCIA<\/option>\n<option value=\"PM\">SAINT PIERRE AND MIQUELON<\/option>\n<option value=\"VC\">SAINT VINCENT AND THE GRENADINES<\/option>\n<option value=\"WS\">SAMOA<\/option>\n<option value=\"SM\">SAN MARINO<\/option>\n<option value=\"ST\">SAO TOME AND PRINCIPE<\/option>\n<option value=\"SA\">SAUDI ARABIA<\/option>\n<option value=\"SN\">SENEGAL<\/option>\n<option value=\"CS\">SERBIA AND MONTENEGRO<\/option>\n<option value=\"SC\">SEYCHELLES<\/option>\n<option value=\"SL\">SIERRA LEONE<\/option>\n<option value=\"SG\">SINGAPORE<\/option>\n<option value=\"SK\">SLOVAKIA<\/option>\n<option value=\"SI\">SLOVENIA<\/option>\n<option value=\"SB\">SOLOMON ISLANDS<\/option>\n<option value=\"SO\">SOMALIA<\/option>\n<option value=\"ZA\">SOUTH AFRICA<\/option>\n<option value=\"GS\">SOUTH GEORGIA AND THE SOUTH SANDWICH ISLANDS<\/option>\n<option value=\"LK\">SRI LANKA<\/option>\n<option value=\"SD\">SUDAN<\/option>\n<option value=\"SR\">SURINAME<\/option>\n<option value=\"SJ\">SVALBARD AND JAN MAYEN<\/option>\n<option value=\"SZ\">SWAZILAND<\/option>\n<option value=\"SE\">SWEDEN<\/option>\n<option value=\"SY\">SYRIAN ARAB REPUBLIC<\/option>\n<option value=\"TW\">TAIWAN, PROVINCE OF CHINA<\/option>\n<option value=\"TJ\">TAJIKISTAN<\/option>\n<option value=\"TZ\">TANZANIA, UNITED REPUBLIC OF<\/option>\n<option value=\"TH\">THAILAND<\/option>\n<option value=\"TL\">TIMOR-LESTE<\/option>\n<option value=\"TG\">TOGO<\/option>\n<option value=\"TK\">TOKELAU<\/option>\n<option value=\"TO\">TONGA<\/option>\n<option value=\"TT\">TRINIDAD AND TOBAGO<\/option>\n<option value=\"TN\">TUNISIA<\/option>\n<option value=\"TR\">TURKEY<\/option>\n<option value=\"TM\">TURKMENISTAN<\/option>\n<option value=\"TC\">TURKS AND CAICOS ISLANDS<\/option>\n<option value=\"TV\">TUVALU<\/option>\n<option value=\"UG\">UGANDA<\/option>\n<option value=\"UA\">UKRAINE<\/option>\n<option value=\"AE\">UNITED ARAB EMIRATES<\/option>\n<option value=\"UM\">UNITED STATES MINOR OUTLYING ISLANDS<\/option>\n<option value=\"UY\">URUGUAY<\/option>\n<option value=\"UZ\">UZBEKISTAN<\/option>\n<option value=\"VU\">VANUATU<\/option>\n<option value=\"VE\">VENEZUELA<\/option>\n<option value=\"VN\">VIET NAM<\/option>\n<option value=\"VG\">VIRGIN ISLANDS, BRITISH<\/option>\n<option value=\"VI\">VIRGIN ISLANDS, U.S.<\/option>\n<option value=\"WF\">WALLIS AND FUTUNA<\/option>\n<option value=\"EH\">WESTERN SAHARA<\/option>\n<option value=\"YE\">YEMEN<\/option>\n<option value=\"ZM\">ZAMBIA<\/option>\n<option value=\"ZW\">ZIMBABWE<\/option>                                            <\/select>\n                    <span class=\"bottom-line trans\"><\/span>\n                    <svg class=\"icon white\">\n                        <use xlink:href=\"#i-down-chevron\"><\/use>\n                    <\/svg>\n                <\/label>\n            <\/div>\n\n            <div class=\"form-row state-province-row hidden\">\n                <label for=\"state_province\" class=\"dropmenu-wrapper\" aria-label=\"State or 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In the meantime, we encourage you to learn more <a href=\"\/about\" class=\"has-green-color\">about our firm<\/a> and read some of our <a href=\"\/thinking\" class=\"has-green-color\">latest and greatest thinking<\/a>.<\/div>\n        <\/div>\n    <\/div>\n    \n<\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:5%\"><\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:35%\">\n<figure class=\"wp-block-image size-medium is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"475\" height=\"600\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gradient-Diamond-Pattern-475x600.png\" alt=\"\" class=\"wp-image-38283\" style=\"object-fit:cover;width:350px;height:350px\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gradient-Diamond-Pattern-475x600.png 475w, 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is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full is-style-rounded\"><a href=\"https:\/\/prophet.com\/author\/chan-suh\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2018\/01\/suh.jpg\" alt=\"Chan Suh\" class=\"wp-image-1673\" style=\"object-fit:cover\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-white-color has-text-color has-link-color wp-elements-f2090c71e9423873f3f48376d086b2d3\" style=\"font-size:14px\"><a href=\"https:\/\/prophet.com\/author\/chan-suh\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Chan Suh<\/strong><br><em>Senior Partner, Chief Digital Officer<\/em><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full is-style-rounded\"><a href=\"https:\/\/prophet.com\/author\/chiaki-nishino\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"524\" height=\"524\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/03\/About_Chiaki_300px.jpg\" alt=\"\" class=\"wp-image-13789\" style=\"object-fit:cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/03\/About_Chiaki_300px.jpg 524w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/03\/About_Chiaki_300px-300x300.jpg 300w\" sizes=\"auto, (max-width: 524px) 100vw, 524px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-white-color has-text-color has-link-color wp-elements-67abd08420f947f43d4059d65738713d\" style=\"font-size:14px\"><a href=\"https:\/\/prophet.com\/author\/chiaki-nishino\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Chiaki Nishino<\/strong><br><em>Senior Partner, President<\/em><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full is-style-rounded\"><a href=\"https:\/\/prophet.com\/author\/lauren-papes\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2024\/07\/Lauren-Papes.jpg\" alt=\"\" class=\"wp-image-34630\" style=\"object-fit:cover\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-white-color has-text-color has-link-color wp-elements-032193b54d40866cbe1ab9e06f91f427\" style=\"font-size:14px\"><a href=\"https:\/\/prophet.com\/author\/lauren-papes\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Lauren Papes<\/strong><br><em>Associate Partner<\/em><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full is-style-rounded\"><a href=\"https:\/\/prophet.com\/author\/alan-worley\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"253\" height=\"253\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/alan-pic.png\" alt=\"\" class=\"wp-image-38346\" style=\"object-fit:cover\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-white-color has-text-color has-link-color wp-elements-76fa5d515cc11b3177b720e7a3da1fe1\" style=\"font-size:14px\"><a href=\"https:\/\/prophet.com\/author\/alan-worley\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Alan Worley<\/strong><br><em>Principal, Insights &amp; Analytics<\/em><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full is-style-rounded\"><a href=\"https:\/\/prophet.com\/author\/uyen-dang\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"253\" height=\"253\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/uyen-pic.png\" alt=\"\" class=\"wp-image-38347\" style=\"object-fit:cover\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-white-color has-text-color has-link-color wp-elements-e34e6e5a33b4536112ee41a5b0fdf6a2\" style=\"font-size:14px\"><a href=\"https:\/\/prophet.com\/author\/uyen-dang\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Uyen Dang<\/strong><br><em>Manager, Insights &amp; Analytics<\/em><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column mobile:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image alignfull size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"385\" height=\"334\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2026\/04\/Gradient-Stars.png\" alt=\"\" class=\"wp-image-38344\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-mix\" style=\"background-color: rgb(51,74,255);color: #ffffff;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"h5 has-green-color has-text-color has-link-color wp-elements-0c049e2ded6ac258c5841539af697bcd\">About the Research<\/p>\n\n\n\n<p><strong>Online Quantitative Survey<\/strong><\/p>\n\n\n\n<p><em><mark style=\"background-color:#334aff\" class=\"has-inline-color has-green-color\">Participants&nbsp;N=2015&nbsp;people<\/mark>&nbsp;aged 18 who used at least one AI tool in the past 6 months for personal\/consumer reasons&nbsp;<\/em><\/p>\n\n\n\n<p><strong><em>Fieldwork dates:<\/em><\/strong> Jan 2026 &#8211; Feb 2026<\/p>\n\n\n\n<p><em><strong>Markets:<\/strong> China, Germany, Singapore, United States, United Kingdom&nbsp;<\/em><\/p>\n\n\n\n<p><em>Our study included&nbsp;a representative sample of the&nbsp;general&nbsp;population&nbsp;for each country, across a wide range of AI usage and familiarity.&nbsp;<\/em><\/p>\n\n\n\n<p><em>Survey samples are nationally representative in each country.&nbsp;&nbsp;&nbsp;<\/em><\/p>\n\n\n\n<p><em>The focus of the research was unpacking consumer attitudes, behaviors, and future aspirations for generative and agentic AI.&nbsp;&nbsp;<\/em><\/p>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":52,"featured_media":38048,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"thinking_topic":[760],"thinking_type":[18],"thinking_sub_brand":[],"thinking_capability":[],"coauthors":[112,114,719,450,766],"class_list":["post-38220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","thinking_topic-artificial-intelligence","thinking_type-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2026 AI Consumer Insights - Usage Up, Sentiment Down | Prophet<\/title>\n<meta name=\"description\" content=\"73% of consumers now use GenAI, but enthusiasm is falling. Prophet&#039;s study of 2,015 consumers across China, Germany, Singapore, the UK &amp; US reveals what&#039;s driving the gap and what brands must do next.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prophet.com\/2026\/04\/the-2026-ai-powered-consumer-report\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The\u00a02026\u00a0AI-Powered Consumer\u00a0Report\" \/>\n<meta property=\"og:description\" content=\"73% of consumers now use GenAI, but enthusiasm is falling. 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A well-known visionary in the digital strategy space, Chan brings more than 20 years of experience to Prophet. Prior to joining Prophet, Chan headed Broome Crosby Ltd., a consultancy that helped develop next generation digital commerce and social innovations. In that capacity, Chan served as the head of the Samsung Digital Innovation Team. From 1995 until 2009, Chan was Chairman &amp; CEO of Agency.com, a company he co-founded. Started with $80 and a belief in the digital future, Agency.com grew from a 2-person shop to 1,800 employees in 14 offices in US, Europe and Asia helping clients such as 3M, American Express, Apple, British Airways, British Telecom, Discovery Channel, Ebay, Energizer, HP, Ikea, MetLife, LG, Mars, Motorola, Nike. Chan led the company through its NASDAQ IPO and subsequent privatization. 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Chan attended Sarah Lawrence College and served as a trustee of the college.","sameAs":["https:\/\/www.linkedin.com\/in\/chansuh","https:\/\/x.com\/chansuh"],"url":"https:\/\/prophet.com\/author\/chan-suh\/"}]}},"lang":"en","translations":{"en":38220},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/38220","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/comments?post=38220"}],"version-history":[{"count":0,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/38220\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media\/38048"}],"wp:attachment":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media?parent=38220"}],"wp:term":[{"taxonomy":"thinking_topic","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_topic?post=38220"},{"taxonomy":"thinking_type","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_type?post=38220"},{"taxonomy":"thinking_sub_brand","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_sub_brand?post=38220"},{"taxonomy":"thinking_capability","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_capability?post=38220"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/coauthors?post=38220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}