Marketers are reaching a critical juncture in 2025, as a new consumer survey reveals growing frustration with irrelevant outreach and a sharp appetite for shopping experiences tailored to individual preferences. According to a global study of 3,300 consumers conducted by CITE Research and published by Attentive, brands that fail to personalize risk being ignored altogether, while those that adapt may gain a competitive edge.
The report outlines how widespread adoption of artificial intelligence, emerging technologies like Rich Communication Services (RCS), and a clearer approach to data transparency are reshaping how consumers expect to interact with brands.
Personalization Is No Longer Optional
The numbers are striking. Eight in ten consumers say they ignore marketing messages that aren’t relevant to them. One in four say receiving a generic message makes them less likely to purchase. But when messages are tailored to their preferences, 96% say they’re likely to buy.
These findings confirm what many marketers have suspected: personal relevance is now the single most important driver of engagement. Consumers say the top factors that make them loyal to a brand are remembering preferences, making relevant product suggestions, and recalling past interactions.
But the task of meeting those expectations at scale has long been a challenge. Traditional segmentation tactics aren’t enough, especially as competition intensifies—there are six times as many brands selling on Shopify today compared to 2019.
AI Steps In to Bridge the Gap
The report signals a turning point, as artificial intelligence emerges as a practical solution for delivering individualized experiences. Brands using AI-powered tools to optimize message content, timing, and targeting are seeing measurable gains. One apparel brand cited in the report saw a 293% lift in conversion rates after switching to AI-driven customer journeys.
AI is also helping marketers respond to customer signals more precisely—predicting when a shopper is most likely to buy, tailoring product recommendations based on behavior, and adjusting tone or format based on user preferences.
This move toward hyper-personalized automation reflects a broader industry shift. Major platforms and ad networks are investing in similar technologies, anticipating consumer fatigue with broad, impersonal messaging.
RCS Poised to Reshape Mobile Marketing
While SMS marketing has been a staple for direct-to-consumer brands, the report points to the next phase of evolution: RCS Business Messaging. This emerging protocol enables app-like experiences within the native messaging app—think product carousels, real-time customer service, and direct checkout functionality.
Though not yet widely available globally, consumer interest is already high. Ninety-five percent of respondents say they’re intrigued by at least one RCS feature, and 90% are more likely to purchase when brands use RCS-enabled messaging.
The potential for richer engagement is clear, but marketers will need to plan ahead. Unlike SMS, RCS allows for more interactive and visually engaging experiences, which means creative strategy and backend coordination will need to evolve accordingly.
Trust Remains a Barrier—and an Opportunity
Despite consumers’ desire for personalization, the report surfaces a familiar paradox: privacy concerns remain strong. Nearly two-thirds of respondents have taken steps to limit data sharing, but 71% still want brands to learn from their behavior if it improves the experience.
The key, the report suggests, lies in transparency. Consumers are more willing to share data when they understand how it will be used and what they’ll get in return. Incentives like personalized recommendations remain a powerful motivator—99% of respondents said they would share at least some personal data to receive them.
This tension between relevance and privacy has played out across the digital marketing industry for years, particularly in the wake of tighter data regulations and platform tracking restrictions. The report reinforces that trust must be earned—and personalization must be clearly beneficial.
The Stakes for Marketers
As consumer expectations grow more sophisticated, marketing teams are being pushed to rethink how they build, test, and scale campaigns. What once passed for personalization—first-name inserts or simple behavior-based triggers—no longer suffices.
Consumers now expect seamless experiences across channels, informed by their behavior and preferences, but without being intrusive. They want to choose which messages they receive by text or email, and when. They want product discovery to feel intuitive, not overwhelming.
That means investments in AI, identity resolution, zero-party data strategies, and cross-channel orchestration are no longer just nice to have. They’re becoming prerequisites for growth.
For marketers, the challenge is less about technology adoption and more about execution. As the report warns, irrelevant messaging doesn’t just fall flat—it trains customers to ignore you altogether.
The findings from this report echo broader trends seen across the digital commerce ecosystem. As retail platforms become more saturated and consumer patience wears thin, successful marketing will hinge on anticipating needs rather than broadcasting offers.
For brands already investing in AI, personalization, and customer data platforms, the momentum is encouraging. For those behind the curve, the window to catch up is narrowing. With RCS on the horizon and AI capabilities expanding, the pressure to adapt—and deliver—has never been higher.