Customers want to provide real input, not simulated feedback
Shoppers express reservations about being digitally replicated by retailers to streamline the process of collecting feedback for personalization.
Nearly half (48%) of consumers have not heard of a "digital twin" (a digital replica of customers built by retailers from past purchases, browsing behavior and inferred preferences). Upon learning the definition of a digital twin, seven-in-10 (69%) consumers surveyed by First Insight said they would trust a retailer less if it relied on digital twins instead of real customer feedback.
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In addition, more than three-quarters (77%) of respondents said they value authentic, direct communication from brands more than efficiency or automation in how they gather feedback.
And seven-in-10 (69%) described themselves as “extremely” or “very” protective of their personal data, with 58% saying they would become detractors either less likely to recommend a brand or actively warn others against purchasing from one if it used their personal data to create a digital twin.
Gen Z takes action
Among Gen Z respondents, 54% would share articles exposing the practice of creating digital twins if they discovered a retailer created one of them without their consent and 54% would switch brands entirely. Similar percentages of Gen Zers would post about it on social media (53%) and encourage boycotts. (52%).
While 24% of Gen Z respondents initially said they were comfortable with digital twins, once the implications were explained, 59% cited lack of consent and 49% cited loss of authentic human connection as concerns.
Other findings
- More than half (55%) of respondents prefer brands to directly ask them about their preferences compared to 8% who prefer AI simulation.
- More than four-in-10 (42%) said they would significantly lose trust or stop purchasing entirely if a favorite brand used digital twins instead of real feedback.
- Baby boomers (58%) and Gen X (42%) were the most likely to respond to companies using digital twins by reducing their trust or no longer purchasing from them.
- More than nine-in-10 (91%) respondents said that authentic human reaction is an important part of their relationship with a brand, with 40% saying it’s “extremely important.”
"Consumers aren’t anti-technology, or anti-AI, they’re anti being modeled, simulated and monetized without their consent," said Greg Petro, CEO of First Insight. "The path forward is clear: engage real consumers in real time, reward their input and build AI that strengthens — not replaces — authentic human feedback."
The study is based on responses from 1,303 U.S. consumers aged 18 to 80-plus.
