Seven in 10 consumers across the UAE, and 71 per cent of consumers in Saudi Arabia are willing to share their personal data in exchange for a better brand experience, according to the latest research findings by Jack Morton.
The Experience Better/Insights report surveyed 5,000 consumers across the US, UK, UAE, Kingdom of Saudi Arabia (KSA), and Singapore in Q2 2024 and explored consumers’ shifting attitudes toward data privacy and brand trust in an era where AI offers the opportunity for personalisation at scale.
The survey found that more consumers would exchange their data for an AI-driven brand experience than would exchange it for cash or other goods and services. The report reveals that globally, only 30 per cent of consumers are open to exchanging their data for cash or goods, while 63 per cent expect AI-driven brand experiences to be more engaging and personalised.
“We’re in the thick of the AI era, and the arrival of tools like ChatGPT mark a major shift in brand-consumer relationships. The opportunity for scalable personalised experiences is clear, but brands must be very clear about the value consumers receive in exchange for their data,” said Joe Panepinto, SVP, Executive Strategy Director, and Global Head of Learning and Engagement at Jack Morton.
The report’s findings highlight the critical need for brands to prioritise consumer engagement and data-driven personalisation within their strategies.
Other key findings from the report include:
Data privacy concerns versus brand experience
In the UAE, concerns about data privacy persist but are lessening. Only 21 per cent of consumers would exchange their data for cash, and 24 per cent for goods, while a notable 70 per cent are willing to trade their data for a tailored brand experience.
In KSA, 21 per cent would share their data for cash, 27 per cent for goods, and 71 per cent for enhanced experiences.
Willingness to share data for value
Consumers (30 per cent) are increasingly interested in exchanging personal data for tangible benefits (cash or goods and services). Younger consumers (18-29) are most willing (38 per cent) older individuals are least (9 per cent). That number jumps to 48 per cent overall when the exchange is for a better a more personalised brand experience.
The expectation of AI on brand experience
More than half (63 per cent) of consumers expect AI-driven brand experiences to be more engaging, personalised (59 per cent), relevant (57 per cent), and environmentally friendly (57 per cent). The ability of AI to deliver a 1:1 experience at scale is a significant draw for consumers willing to share their data.
Rebecca Amey, Regional Managing Director, Jack Morton, Dubai, said, “More and more consumers across the MENA region are increasingly seeking better brand experiences, and they are willing to exchange their personal data to achieve this. Our findings show that people not only value seamless, engaging interactions with brands but are also willing to share their information for experiences that are truly personalised and resonate deeply with their individual preferences.”
“For instance, knowing whether someone values sustainability, has a passion for technology, or enjoys their weekends listening to Dua Lipa can dramatically transform how we design these experiences, deepening the personal connection between consumers and brands – the very essence of the Jack Morton world,” Amey concluded.
