Consumers seek human connections amidst growing AI adoption: report

Brands will seek out unique human elements as a contrast to faceless algorithms.

Businesses should strike a balance between technology and tradition as consumers seek more human touch due to technology fatigue, according to a Mintel report.

The past year has witnessed the advancement of AI and the speed of automation. However, both parties also found an appreciation of “what makes humans so unique," paving the way for a sharper consumer trend of utilizing advanced technology to create and strengthen human connections.

Nearly half (48%) of German users believed that technology can positively stimulate productivity. Almost half (47%) of UK consumers are showing concern over interacting with AI more than people, in terms of customer service and emergency response. Meanwhile, 25% of Japanese respondents stated they want to improve their lives using digital technology.

Losing the human connection to emerging personalised technology is also a subject of concern for many users. According to the Mintel report “Global Consumer Trends 2024," 72% of Canadian parents found concern over their children having wide-open access to digital media, 65% of Singaporean users believe some will lose touch with reality from too much exposure in the metaverse, and 58% of American respondents found that communication with an actual person makes for a better customer service experience.

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While the rapid emergence of AI and automation lent some concern, a balance between technology and tradition is seen as a remedy. Careful guidance and reminders can guide consumers to receive that level of empathy and translate it into a responsible (and human) use of technology.

With this desire to forge connections through technology, brands can find the middle ground between frequent users and tech-resistant consumers through upskilling.

Creators will wield a superior influence over algorithmic input with a new “human-as-premium” label. Meanwhile, users will easily connect to nostalgia over the amenities of an automated world.