Only 9% of AI brand experiences deliver true consumer value

While AI is delivering operational efficiency for brands, a new global research from Havas reveals that few AI-enabled experiences are transferring that value to consumers.

The research methodology combined 190 qualitative interviews across seven markets with partner Juno, alongside bespoke quantitative research executed with YouGov, surveying 10,558 respondents across Brazil, China, France, Germany, India, the UK, and the US.

Across more than 21,000 evaluations of AI-enabled brand touchpoints, only 9% achieved the highest score on Havas’s proprietary Valuable AI Experience framework.

Yet the reward for getting it right is substantial, as high-scoring AI experiences correlate with a 4.4-times increase in engagement, 1.6-times stronger brand desire, and 1.5-times greater growth potential compared to low-scoring implementations.

Havas terms this core friction the "AI efficiency trap"—a dynamic where AI optimises internal brand operations without generating meaningful consumer value. To help marketers navigate this divide, Havas developed the Valuable AI Experience Score to evaluate whether brand-side AI initiatives actually land with audiences.

The warning signs are widespread across the seven markets studied. Half of all respondents agree that brand usage of AI makes touchpoints look, feel, or sound identical, while 56% report that brand AI can feel misleading. Furthermore, only 29% believe brand AI interactions feel human.

To distinguish effective AI applications from weak ones, Havas identified three primary drivers of consumer value: utility, credibility, and appeal. Utility ensures the experience is genuinely useful and relevant, credibility builds trust, and appeal keeps the interaction engaging.

Together, these pillars form the foundation of the Valuable AI Experience Score, which also penalises experiences perceived as manipulative or deceptive. The framework gives brand managers a practical guide for deciding where AI should lead, where it should act as support, and where human intervention remains necessary.

“Efficiency is a legitimate goal,” said Mark Sinnock, global chief strategy, intelligence and innovation officer, Havas Creative Network. “But AI is not just an operational tool — it’s a creative medium. Business leaders ask what AI saves. Brand builders need to ask what it creates. The brands that win will be the ones that bring the same insight, care and craft to AI- enabled experiences as they would to any other expression of their brand. The machine can scale anything. The question is whether what you’re scaling is worth it.”

The research also shows that AI performs best when assigned a clear functional task, such as helping consumers understand, compare, decide, or seek support. AI-assisted education and support earned the highest Valuable AI Experience Score at 56.7 out of 100, followed by AI-assisted product comparison at 55.4, and AI brand integration within conversational tools at 54.9.

Conversely, AI-generated influencer content scored lowest at 45.9, followed by traditional brand advertising at 48.4, and shoppable formats at 49.6. In short, AI drives far greater value when enabling active utility rather than generating passive branded content.

Sector-specific performance also varies significantly based on consumer needs. Automotive recorded the highest Valuable AI Experience Score by leveraging AI to simplify complex comparisons and purchase decisions. On the other end of the spectrum, over-the-counter healthcare scored lowest, where strict standards for trust and accuracy make consumers far more cautious of automated interactions.

“Most brands have an AI roadmap. Far fewer have mapped where it can add real value,” said David Shulman, global CEO, Havas CX. “When AI is aimed too broadly, it can actually weaken the moments that build customer trust and preference. The brands that win will not be the ones using the most AI. They will be the ones focusing it where it matters most to customers to drive desirable experiences.”

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