Core Insights - The report highlights the transformative role of Generative AI (Gen AI) in reshaping consumer-brand relationships, evolving from a mere tool to a trusted partner in decision-making processes [1][2][7] Group 1: AI Integration in Consumer Life - 72% of consumers regularly use Gen AI tools, with 36% considering them as "good friends," indicating a significant emotional connection [2][13] - AI's capabilities are expanding beyond basic recommendations to more personalized interactions, with 94% of active users seeking personal development advice and 87% looking for social guidance [2][13] - AI is driving a shift towards "full-link experiences," enhancing service models in various industries, such as healthcare [2] Group 2: AI's Role in Brand Interaction - AI is positioned as a "reliable guide," becoming a key influencer in consumer decision-making, with 50% of users relying on AI for purchase suggestions [3][16] - As a "loyal companion," AI fosters emotional connections, with 54% of consumers viewing uncertainty as a new normal, making emotionally resonant brands more appealing [4][25] - AI is evolving into a "second self," with 75% of consumers willing to let trusted AI assistants handle purchasing decisions, indicating a shift in brand engagement strategies [4][35] Group 3: Strategic Recommendations for Brands - Brands must actively engage in the AI ecosystem, collaborating with Large Language Model (LLM) platforms to ensure accurate representation and visibility [5][21] - Emphasis on creating immersive, multi-modal experiences that cater to consumer demands for depth and authenticity is crucial for brand differentiation [5][31] - Building trust through data security and transparency is essential, as consumers prioritize privacy and responsible AI practices [6][30]