In a recent discussion, Jed Simpfendorfer, Director of Strategy at T garage, reflected on the early struggles with digital marketing, notably during the iPhone boom in the late 2000s. At Kraft, a push to develop numerous brand-specific apps proved futile as consumer engagement plummeted. Fast forward to 2026, research from T garage reveals that 59% of Australians now use AI tools like ChatGPT, with significant interest in AI’s role in shopping. Notably, 20% utilize AI for electronics purchases and 17% for travel, primarily for comparison, itinerary building, and product recommendations. The findings suggest marketers should prioritize utility over novelty, integrate AI as a decision-making layer rather than merely a media channel, and be mindful of consumer anxiety regarding AI. Engaging effectively with AI can enhance decision-making processes and consumer satisfaction. For detailed insights, connect on LinkedIn.
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