impaca.ai
Blog
Consumer Behavior

AI Engagement Paradox: Consumers Want Deals, Not Just Chat

by impaca.ai team

A recent “SAP Emarsys Global Consumer Products Engagement Report” uncovers a fundamental paradox in AI-powered marketing: 89% of consumer goods marketers view AI as essential for acquisition, and 86% for retention—yet a mere 9% of consumers actually want more AI-led brand interactions. What they desire instead are 41% more personalized deals and offers, not simulated conversations. :contentReference[oaicite:0]{index=0}

Why This Matters for Marketers

At a time when brands are investing heavily in AI-driven engagement, the gap between strategic intent and consumer desire has never been wider:

  • Marketers believe AI conversations drive value, but consumers are quickly tuning out passive chat.
  • The strongest loyalty driver today? Deals that feel personal and relevant—not generic automated messages.

This disconnect is being called the AI Engagement Paradox, and it's a wake-up call for marketing strategy.

The Trust Equation Is Changing

Although AI can improve efficiency, brand trust still comes from offering tangible value:

  • AI is trusted when it serves or saves—not when it just simulates human interaction.
  • Consumers are skeptical of soulless chatbot experiences—experiences without upsides drive churn, not loyalty.
  • Brands should consider AI as a powered assistant, not a substitute for human value.

Pivot to Deal-Focused AI

For marketers, this says one thing: AI-led campaigns must focus on personalized incentives and value-first interactive experiences:

  • Promotions tailored to customer behaviors or segments, surfaced within AI channels.
  • Contextual discounts or bundles offered during AI-generated shopping or engagement journeys.
  • Seamless escalation paths—human support only when needed, not always, preserving efficiency.

AI should be augmenting value delivery, not replacing it.

The Bottom Line

Sending more AI-powered messages is not the solution; making those messages valuable is.

The AI Engagement Paradox is clear:

Consumers don’t want to talk to AI—they want AI to act for them.

To stay relevant, modern marketers must pivot from generating generic interactions to activating AI with meaningful, personalized offers that drive both trust and action.