Chain Store Age Mentions First Insight | 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.
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.
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