The impact of artificial intelligence on brands and how they communicate with consumers
A survey by Bain & Company highlights a country suspended between hope and fear. While AI promises to transform work and communication, consumers express concerns.
The way brands communicate with consumers is changing rapidly, and data from the recent research by Bain & Company confirms this transformation. According to the survey, 96% of Italians are keen to continue communicating with their favourite brands however the channels used to do so are evolving. WhatsApp and social media are gaining more and more ground, with over 40% of Italians preferring to use these means to interact with brands. Despite this evolution, email remains the preferred means of communication for 80% of the population, highlighting how tradition and innovation are blending in the modern communications landscape.
In this new context, Generative AI is playing a key role. Over 70% of Italians appreciate advertisements created through artificial intelligence, considering such content not only useful but also creative and bold. This shows how AI is becoming a fundamental ally for brands that want to stand out, responding in a more precise and personalised way to the needs of an increasingly demanding public.
AI: Change is inevitable
If communication evolves, the same goes for the world of work. Artificial intelligence is no longer a choice, but a reality that is rewriting the rules of work and daily interactions. According to the same survey, seven out of ten Italians believe that AI will have a significant impact on the world of work, with young people at the forefront: 82% of young Italians see artificial intelligence as a force for change. This is true not only in advanced technologies, but also in sectors such as gaming, telecommunications, logistics and education, which will undergo profound changes.
While on the one hand, AI is seen as a powerful ally in environmental sustainability, with one in two Italians considering it capable of contributing to reducing ecological impact, on the other hand, there is still strong concern regarding ethical implications and privacy. In fact, 85% of Italians express fears related to the use of data and the management of personal information, a sign of how trust in new technologies is a challenge to be faced with care.
Robotics: the evolution of human work
Robotics, which until recently seemed to belong to the realm of science fiction, is now a reality that is being integrated into the most strategic sectors, such as technology, energy and manufacturing. One in two Italians is convinced that robots can improve their work, with an optimistic vision that especially concerns young people: 64% of the youngest look to the technological future with hope. Robotics not only helps to optimize processes, but also opens the way to new forms of “synthimacy”, or synthetic intimacy, which will see a 41% increase in interest in the coming months.
In the end, 82% of young people believe in the AI revolution, 85% fear its implications.
This is the contradiction that marks today’s Italy, suspended between extraordinary opportunities and risks that should not be underestimated. The future is already here: will Italy be a leader or a spectator? The answer depends on how we face this technological, ethical and social revolution. There is no longer time to wait. It is time to act.
The future will not be a dichotomy between technology and people, but an invitation to build bridges. Seven out of ten people are aware that they are destined to be impacted by Artificial Intelligence. Companies that invest in reskilling their people, while embracing automation, will be able to maximize both technological power and human value.
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