Capgemini’s 2026 Consumer Report reveals a significant shift in consumer values toward fairness, transparency, and emotional connection. The technology service provider conducted a survey of 12,000 consumers, finding that 71% would consider switching brands if pack sizes or product quality were reduced without prior notice. The findings highlight that while technology continues to expand its role in retail, the importance of human interaction remains critical for success.
Fairness and transparency, alongside competitive pricing, are emerging as vital components of brand value. Consumers are increasingly drawn to brands that clearly communicate about their offerings. In fact, 74% of respondents indicated they would change brands upon discovering lower prices elsewhere, while 61% expressed interest in promotional bundles that include higher-value services, such as guaranteed faster delivery and environmental advantages. Priyanka Bhargav, Head of Insights and Brand Strategy at Flipkart, commented, “These customers are willing to pay a little extra for faster delivery, signaling that convenience and immediacy are becoming universal expectations.” This underscores that merely low pricing is insufficient; brands that provide meaningful experiences and transparent communication are likely to set industry benchmarks.
Moreover, the report notes that even as consumers evaluate price and quality, they are increasingly considering the reliability and ethical standards of the brands themselves. A brand that demonstrates transparency and prioritizes customer engagement is likely to foster stronger loyalty among its consumers. This focus on transparency not only builds trust but also enhances customer loyalty by solidifying a brand’s commitment to its clientele.
Consumer loyalty, particularly among established brands, is often rooted in previous relationships characterized by trust and admiration. For instance, individuals who have had positive experiences with luxury brands like Chanel or Gucci may be less inclined to switch to lower-priced alternatives during periods of price increases or product modifications. This loyalty is similarly observed among parents who prefer child-centered brands, as their connections often transcend price sensitivity. Additionally, long-term loyalty may be reinforced through customized benefits and rewards, as 70% of consumers indicated that personalized coupons based on their purchasing history were favorable, while 68% supported member-only pricing for loyalty program subscribers. Such practices foster emotional connections, encouraging consumers to remain within a brand’s ecosystem.
AI tools are increasingly becoming integral to the online shopping experience, evolving from experimental phases to essential components of the consumer journey. The report found that in 2025, 25% of respondents utilized generative AI shopping tools to aid their decision-making, with over 73% using chatbots for query resolution at least once. These AI-driven solutions offer consumers extensive support, including product availability and promotional offers. Additionally, 61% of consumers have received personalized follow-ups post-purchase, with 54% expressing satisfaction with these interactions. By providing such post-purchase support, brands can enhance customer engagement and encourage repeat purchases.
However, there are challenges to be addressed, as nearly half of the chatbot users reported dissatisfaction with their experiences. Many retail bots still struggle to achieve human-like capabilities and often fail to connect users with human support agents when necessary. Such subpar experiences can tarnish a consumer’s perception of a brand, potentially leading to disengagement. Notably, only 8% of respondents indicated they would be willing to pay a monthly fee for an AI assistant to handle automatic purchases, emphasizing that trust in AI remains a critical barrier to broader acceptance.
Consumer sentiment reveals a desire for control over their interactions with digital assistants, particularly regarding preferences, privacy, and data management. Currently, 76% of consumers want to establish clear boundaries for AI tools. By prioritizing data governance, compliance, and security, brands can cultivate consumer confidence in AI’s capabilities, ultimately enhancing its relevance and effectiveness in the retail landscape.
The findings from Capgemini’s report underscore the evolving dynamics of consumer behavior, emphasizing the importance of transparency and emotional connection in brand loyalty. As the role of technology, particularly AI, continues to expand, the challenge for brands will be to balance automation with the human touch, ensuring that they not only meet consumer expectations but also build trust and lasting relationships in an increasingly competitive marketplace.
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