MUMBAI: AI may be making brands faster, but Havas’ latest research suggests speed alone does not make an experience worth sticking around for. Across more than 21,000 evaluations of AI-enabled brand experiences in seven markets, only 9 per cent achieved the highest Valuable AI Experience Score. The gap matters because the experiences that scored highly were associated with 4.4x higher engagement, 1.6x stronger Brand Desire and 1.5x greater Growth potential than low-scoring experiences.
Havas describes the problem as the ‘AI Efficiency Trap,’ a situation where artificial intelligence creates efficiencies for brands without delivering enough corresponding value for consumers.
To measure that gap, Havas has developed the Valuable AI Experience Score, designed to assess whether AI-powered brand interactions are useful and relevant to consumers rather than simply efficient for businesses.
The research highlights three qualities that consistently influence the value of an AI-enabled experience: utility, credibility and appeal. In other words, consumers want AI to be useful, believable and engaging.
There are also some clear warning signs around how people perceive AI in branded experiences. Across the seven markets studied, 50 per cent of respondents agreed that AI could make brands look, feel or sound the same. Another 56 per cent said AI used by brands could feel misleading, while only 29 per cent believed branded AI experiences felt human.
The strongest scores came when AI had a practical job to perform. AI-assisted education and support recorded the highest Valuable AI Experience Score at 56.7 out of 100. AI-assisted product comparison followed at 55.4, while AI brand presence in chat tools scored 54.9.
The picture changed when AI was primarily used to generate more branded content. AI-generated influencer content scored 45.9, the lowest among the formats studied, followed by brand advertising at 48.4 and shoppable formats at 49.6.
The findings suggest that AI creates greater consumer value when it helps people understand, compare, decide or receive support, rather than simply increasing the volume of branded material they encounter.
The sector-wise picture also varies. Automotive recorded the highest Valuable AI Experience Score, reflecting the potential for AI to help consumers compare options and navigate complex purchasing decisions. Healthcare OTC recorded the lowest score, where trust and accuracy carry particular importance.
“Efficiency is a legitimate goal,” said Mark Sinnock, Global Chief Strategy, Intelligence and Innovation Officer, Havas Creative Network. He said AI should be viewed not only as an operational tool but also as a creative medium, with brands needing to consider what their use of AI creates for consumers rather than only what it saves for businesses.
David Shulman, Global CEO, Havas CX, said many brands have an AI roadmap but fewer have identified where the technology can genuinely add value. He said overly broad use of AI could weaken moments that are important for customer trust and preference.
The research consequently puts a different question on the AI agenda: not how much artificial intelligence a brand can deploy, but where it can make the consumer experience meaningfully better.