Introduction
Artificial Intelligence (AI) has moved far beyond being just a useful tool, it’s becoming a trusted guide, companion, and even a decision-maker in people’s lives. Consumers are no longer seeing AI only as a way to save time or personalize experiences. Instead, they are building emotional connections with it, turning to AI for advice, recommendations, and support.
This shift is forcing brands to rethink how they show up in critical consumer moments. The opportunity? To build trust, relevance, and loyalty in an AI-driven world.
Consumers Are Building Emotional Bonds with AI
Generative AI (GenAI) is emerging as more than just a digital assistant. Research reveals:
- 36% of active users consider GenAI a “good friend.”
- 87% would seek AI’s help with social or relationship advice.
- 93% would use AI for personal development guidance.
This shows that AI isn’t just helping consumers shop faster, it’s becoming a confidant. Brands that fail to adapt risk being excluded from key stages of the consumer journey.
The AI Leap: How Consumer Experiences Are Changing
Nearly half of consumers report making purchase decisions influenced by AI in the past year, making it the fastest-growing source of buying advice.
For many active users, AI now ranks as the second-most trusted source of product recommendations, right after physical stores.
Two core capabilities are driving this shift:
- Empathy – AI’s ability to interpret human sentiment and tailor recommendations.
- Autonomy – AI’s ability to anticipate needs and act independently.
Together, they are unlocking new experiences, from AI-powered health support to meal planning and shopping assistance.
A New Consumer-Brand Paradigm
As AI takes on more human-like roles, brands must adapt across three fronts:
- AI as a Trusted Guide
LLMs are becoming influencers, friends who always know what to suggest. - AI as a Loyal Companion
AI strengthens consumer trust by prioritizing needs and providing ongoing support. - AI as a Second Self
The next leap is AI acting on behalf of consumers, making decisions and purchases with minimal input.
Conclusion
AI is no longer just about automation, it’s about building deeper, more human connections at scale. For brands, the path forward is clear:
- Embrace AI ecosystems to stay visible in consumer journeys.
- Redesign workflows and customer experiences with AI in mind.
- Balance automation with empathy to preserve authenticity.
The brands that act now, investing in training, trust, and innovation, will not only remain relevant but also become indispensable in an AI-driven future.
The takeaway: Consumers are ready to trust AI as a friend. The question is, are brands ready to evolve their engagement strategies to keep up?
