A recent global study by Momentum Worldwide found that 93% of consumers struggle to make new friends or join new communities, highlighting a desire for genuine human connection in the face of rising AI technology. While 46% of consumers are open to AI or augmented reality companions, 70% worry that AI will lead to a loss of human connections. The study suggests that brands can help bridge the gap by promoting genuine connections with communities, with 83% of consumers appreciating brands that do so. In fact, 66% of consumers believe that fostering connections is crucial for a happy and healthy life, and 75% feel a sense of belonging when connecting with fellow fans of the same brand. The study’s findings emphasize the need for brands to balance technology with human interaction to meet the evolving needs of today’s consumers.

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