"We're in the thick of the AI era, and the arrival of tools like ChatGPT mark a major shift in brand-consumer relationships. The opportunity for scalable personalized experiences is clear, but brands must be very clear about the value consumers receive in exchange for their data."

Joe Panepinto, PhD, SVP, executive strategy director, and global head of learning and engagement at Jack Morton, commented on findings from a Jack Morton study, "Experience Better/Insights," regarding consumer data privacy and brand trust.