A recent study by Jack Morton has shown that almost half of consumers (48%) are ready to share their personal data in exchange for a better brand experience, and 30% said that they would even trade data for cash or goods, especially among those younger than 50. The survey, which polled consumers across the U.S., U.K., UAE, Kingdom of Saudi Arabia, and Singapore, emphasises a shifting attitude toward data privacy in the age of AI.
“We’re in the thick of the AI era, and the arrival of tools like ChatGPT marks a major shift in brand-consumer relationships. The opportunity for scalable personalised experiences is clear. Still, brands must be very clear about the value consumers receive in exchange for their data,” said Joe Panepinto, PhD, SVP, executive strategy director, and global head of learning and engagement at Jack Morton.
Despite these attitude changes, many consumers still remain cautious about sharing their personal information, particularly with advancements such as ChatGPT. Before the AI boom, 61% of U.S. consumers were quite strict about keeping their data private. That number has now dropped to 52%, showing a growing acceptance of AI-driven interactions. What makes it even more interesting is that older consumers (aged 50 and up) are much more protective of their data, with 76% highlighting the importance of data privacy, compared to only 42% of younger consumers (ages 18-29).
Moreover, AI is slowly becoming a key factor in shaping brand-consumer relationships. According to the study, 63% of consumers expect AI-powered brand experiences to be more engaging, while 59% look for more personalisation, and 57% want greater relevance and environmental friendliness in these interactions. The ability of AI to provide one-to-one experiences on a large scale is especially appealing to those who are open to sharing their data.