Creating better AI-driven user experiences through transparency

Brands and businesses are rushing to bring AI-powered capabilities to market. But if they want to maintain peoples’ loyalty and engagement, they need to maintain transparency, says Ipsos’ Pip Mothersill.

07.31.23

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As AI comes to play a greater role in digital experiences, people will soon have good reason to question whether they’re interacting with a real person, an AI or “deepfake” content when they go online. Ipsos research shows that many are already concerned about how this technology could reshape their interactions with social media, ads, news, financial decisions and more.

Before brands roll out new AI-powered capabilities, they need to commit to transparency if they want to maintain customer engagement and loyalty, says Pip Mothersill, a director in Ipsos’ User Experience practice.

“AI can improve online experiences — but not if people feel like they can’t trust who they’re speaking with.”

The gap between human and AI capabilities may be narrowing — but if left unaddressed, it presents a risk to brand perception. UX research is one of the most powerful tools brands have for understanding what people expect from AI encounters and for keeping their trust.

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