This was one of the findings of the latest ‘State of the Connected Customer report by Salesforce, a company that develops software designed to help businesses connect with customers It also found 85% of people want to know when they are interacting with AI, and 57% said greater transparency about the use of AI would improve their trust in a brand DUBAI: Seventy-seven percent of consumers polled in the UAE are concerned about the unethical use of artificial intelligence by businesses, and 85 percent want to know when they are interacting with AI technology rather than a human. These were among the findings of the latest “State of the Connected Customer” report by Salesforce, a firm that develops software designed to help businesses connect with customers. As the use of AI increases throughout society, consumer expectations about the use of the technology by brands are changing, with trust, transparency and the customer experience emerging as key differentiators among businesses, according to the report. Only 43 percent of the UAE consumers who took part in the survey believed that most brands often communicate honestly and transparently, while 57 percent said greater transparency about the use of AI would improve their level of trust in a brand. Unsurprisingly, the customer experience was an important factor among consumers; 89 percent expect faster service as a result of advances in technology, and 83 percent said the shopping experience a company provides is just as important as its products and services. The top three reasons for UAE consumers deciding to switch brands were the level of customer service, product quality and better deals, researchers found. In addition, macroeconomic trends such as inflation and cost-of-living crises have prompted consumers to become more canny and calculating about purchases and brand choices, as a result of which they are increasingly open to switching brands. In the UAE, 70 percent of those polled said they had switched brand at least once in the past year. “This research clearly shows that customers in the UAE prioritize quality and tailored customer experiences and are prepared to move to rival brands if they feel the experience falls short of expectations,” said Thierry Nicault, area vice president and general manager of Salesforce Middle East. “We believe organizations in the UAE must act quickly to embrace digital technologies, including AI, to enable them to provide an unrivaled service to their customers.”