Whether they know it or not, marketers are at a crossroads with how far they can take new technologies to enhance their brand. As we saw in Merkle’s 2022 Consumer Experience Sentiment Report, 47% of consumers feel that personalization online is invasive — up from 44% in 2021. This means that consumers don’t necessarily feel more comfortable with technology the longer it exists in our daily lives, which is especially true with AI-powered services.
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