Digital Twin Tech Is A Double-edged Sword

Computerworld Mentions First Insight | Digital Twin Tech Is A Double-edged Sword

A new study by First Insight found that nearly 70% of US shoppers say they would trust brands less if those brands replaced real customer feedback with “digital twins” and synthetic personas. The study, based on responses from 1,303 adults ages 18 and up, found that 48% had never heard the term “digital twin” before it was explained as a digital replica built from purchases, browsing and other data. Once they understood it, 69% said they would lose trust if a brand relied on digital twins instead of asking customers directly.

Only 8% said they would prefer brands to simulate their preferences with AI rather than seek direct feedback, while 55% favored brands that simply ask them what they want. 

More than half (58%) said they would become detractors and might warn others if they learned a brand was using digital replicas or synthetic personas instead of genuine feedback, turning a back-end analytics choice into a word-of-mouth risk.

The study shows that the public doesn’t trust the idea of being represented by a digital twin. 

Read the full article on Computerworld.