Consumers have mixed views on the rise of Generative AI. According to Salesforce, they are particularly concerned about unethical use

Salesforce released its State of the Connected Customer report this week. 14,300 consumers and business buyers were surveyed in 25 countries – including 650 in Belgium. The top three customer feelings towards Generative AI in Belgium are curiosity, distrust and hope.

Trust is paramount in the proliferation of AI. Customers expect transparency as companies increasingly adopt AI.

• 71% of Belgian consumers are concerned that companies are using AI unethically.
• 52% of customers in Belgium say that more insight into the use of AI would increase their trust.
• 88% of customers in Belgium state that it is important to know whether they are communicating with AI or with a human.

Other interesting insights

A changing world creates new expectations. Economic and technological changes are changing customer priorities, behavior and expectations. Brands are under pressure to go the extra mile.

• 52% of customers in Belgium expect companies to understand their changing needs.
• 74% of Belgian consumers expect faster service as technology advances.

Experience remains crucial when looking for bargains. Brands have numerous opportunities to compete not only on price.

• 74% of consumers in our country say that the experience a company provides is just as important as the products and services.
• 65% of consumers in Belgium have switched brands at least once in the past year.