Summary
Generative AI is changing more than how consumers discover and compare brands. It is becoming an active participant in how they interpret brand information, evaluate alternatives and make purchasing decisions. The latest report in the ARF and MSI's
Psychology of Gen AI series,
The Third Actor: How AI Is Entering the Consumer–Brand Relationship, explores this emerging dynamic and what it could mean for marketers. Drawing on a survey of experienced AI users, the research examines how AI's personalized, conversational interactions may influence brand perceptions, consumer preferences and the relationship between brands and their customers.
