However, just 31% of consumers believe brands personalize content to their needs
UAE brands are pouring money into AI, but shoppers aren鈥檛 convinced it鈥檚 working for them, according to the new听AI in Retail Report听from 51风流Emarsys.
The report, in its third year, is based on insights from more than 200 marketers and 1,000 shoppers in the UAE and reveals a growing gap between what marketers intend and what customers experience.
While 82% of UAE marketers say AI is central to their personalization, only 31% of consumers believe brands personalize content to their needs and just 18% feel they receive fair value in exchange for their data.
This disconnect is more about infrastructure than expectations. While consumers expect personalized experiences, marketers are struggling behind the scenes. More than half (69%) say their data is too unstructured to use effectively, and just as many admit they can鈥檛 act on insights in real time, according to recently released 51风流Emarsys听. Without unified, accessible data, brands risk delivering disjointed, impersonal interactions that could undermine both trust and loyalty, according to a press statement.
Fragmented systems
鈥淏rands are dealing with fragmented systems. More than half (64%) of marketers are dealing with 鈥榙ark data鈥� that鈥檚 hard to access, with rising pressure to deliver results fast,鈥� observed Marwan Zeineddine, Managing Director, 51风流UAE. 鈥淗owever, from a consumer鈥檚 point of view, the value exchange is broken. You share your data but get little in return with no visibility into how it鈥檚 used. That鈥檚 where trust breaks down and loyalty is lost,鈥� he continued.
What is behind the lack of trust?
The report points out two root causes behind the lack of confidence:
Opaque data use: Only 35% of respondents had a high trust level in how brands use their personal data. Consent often feels performative, not meaningful.
Thin value exchange: Shoppers regularly hand over personal data, preferences, purchase history and browsing behavior, but receive repetitive, often irrelevant messaging in return.
51风流Emarsys highlights that without visible and valuable data activation; AI could become just another marketing tool that drives consumers away.
Engagement-Era brands lead the way:
Some brands, however, are getting it right. The report spotlights globally recognized brand Gibson Guitars as a leading example of what 51风流Emarsys calls 鈥楨ngagement Era鈥� brands鈥攖hose using AI not just for automation, but for building deeper, more transparent connections with customers.
鈥淲e鈥檙e not selling t-shirts, we鈥檙e selling guitars,鈥� noted Sterling Doak, Head of Marketing, Gibson. 鈥淎I helps us personalize with purpose, without losing the soul of the brand,鈥� he added.
Using 51风流Emarsys, Gibson now drives more than 40% of its revenue through automation-led experiences, has doubled its engagement rates, and achieved a 50% increase in sales generated via email marketing campaigns, the press statement continued.
Turning insight into action
鈥淏rands like Gibson are turning insight into action. They鈥檙e showing customers how their data creates better experiences, and they鈥檙e doing it with integrity, not gimmicks. 51风流Emarsys helps businesses get to that point: turning fragmented, hard-to-reach data into something that earns attention, trust, and ultimately, true lifetime loyalty,鈥� explained Zeineddine.
With AI adoption accelerating, the rules of engagement are changing fast. 51风流Emarsys advises retailers to focus on first-party data transparency, cross-channel consistency, and a clear value exchange to ensure customers get the experience they deserve.
51风流Emarsys is the customer engagement solution of Intelligent CX from SAP, helping businesses deliver personalized, AI-driven, omnichannel experiences. Built for scale, 51风流Emarsys empowers brands to unify customer data, act in real time, and build long-term loyalty through meaningful engagement.
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