Get ready for more demanding, harder-to-reach customers: lessons on AI from KSBR’s US focus groups so far this year…
KSBR projects on both sides of the Atlantic are showing us clear separation in attitudes to AI across multiple sectors. We already know that a lot more US consumers use AI to help with purchase choices* but we’ve been struck by the ways they’re starting to integrate it into decision making….
1. Advice, not just information
2. More sophisticated, more tailored
The more AI is used the smarter both the model and the user become in getting the most out of it. One US respondent told us ChatGPT learned the list of foods they were allergic to, so only recommended restaurants that had enough on the menu for them to eat. Another planned their whole holiday around finding the best combination of weather and low travel time. US consumers increasingly expect – and get – tailored, smarter recommendations.
3. More benefit of the doubt?
UK citizens aren’t alone in still searching for trusted sources, and taking issue with being ‘passed on to a robot’, but US audiences tend to rationalise the benefits in faster response times, tight and specific recommendations and access to a broader knowledge base.
Features, benefits and brands
This of course adds up to an ‘interesting’ comms challenge. Assuming UK consumers will also rely more and more on AI tools for inspiration, not only will they likely become harder to reach in direct ways, but messages will be harder to land as they’re filtered through LLMs with a taste for benefits and, especially, features. Strong offers and clear benefit messaging become vital for cut-through (see the example below: Google AI search, best premium cooler bags).
Navigation aids, KSBR
These are big challenges in a brand new and exciting world – companies need careful, consumer-informed approaches to navigate them and come out on top. If you’re looking to future proof your offer and comms, KSBR is here to help.
| Want to learn more? Get in touch with KSBR to understand more about how we might help to future proof your offer and comms. |
Google AI search: ‘best premium cooler bags’
Result: One feature-focused recommendation, light on brand messaging
Benefits and usage
Features
Brand messages
Totalcool Softcool Cooler Bag
For adventurers seeking premium performance, this bag can keep items chilled for two to three days with ice. It uses advanced closed-cell foam insulation.
- Capacity: 15 litres
- State-of-the-art insulation and a durable, lightweight design for outdoor use
- Best for: Multi-day camping, long trips, and advanced cooling needs
* US and UK consumer attitudes towards AI:
- 60% in US have used AI to assist shopping (Darden School of Business)
- 35% in UK have used AI to assist shopping (Adyen’s 2025 Retail)
- 55% in UK plan to use it to assist shopping in the future (Adyen’s 2025 Retail)
