A study reveals that British consumers are not ready for AI, want higher levels of personalisation and Microsoft found 44 million accounts were using breached passwords.

“The best marketing doesn’t feel like marketing.” – Tom Fishburne

In this article, we’ll cover the following most recent digital marketing news:

  1. UK consumers are not prepared for the introduction of AI
  2. 44 million Microsoft users reused passwords in the first three months of 2019

Let’s dig in.

British Consumers Are Not Ready For AI

UK consumers are not prepared for the introduction of Artificial Intelligence (AI) and want brands to focus on delivering a seamless, personal digital experience instead, according to the results of a global survey commissioned by Acquia.

Only two in five (44%) British consumers are looking forward to brands interacting with them via AI such as chatbots and voice assistant technology. With four in five (81%), stating automated experiences with brands are too impersonal.

However, there is a distinct disconnect with the thoughts of consumers and marketers when it comes to AI, as more than seven in ten (72%) of UK marketers say that they are looking forward to the introduction of AI, while two-thirds (65%) say their customers want higher levels of personalisation than they currently offer.

Other key findings from the report include:

  • Over two-thirds (68%) often abandon a brand for another when the online experience is poor
  • Three in five (61%) say when they think of their total experience with a brand, the marketing is mostly ineffective
  • More than nine in ten (93%) said when they engage with a brand online, they expect a convenient experience

Acquia’s ‘Deliver the CX They Expect: Customer Experience Trends’ report surveyed 1,001 UK consumers and 100 marketers at director level and above. On a global scale, the report found that 90% of customers believe most brands fail to meet their expectations in delivering a good customer experience (CX).

In addition, 80% of customers said they would be more loyal to a brand that showed they really understood them and what they were looking for, further highlighting the need for personalisation globally.

Microsoft Accounts Using Breached Passwords

Microsoft has discovered 44 million user accounts are using usernames and passwords that have been leaked through security breaches, as reported by ZDNet.

The vulnerable account logins were discovered when Microsoft’s threat research team carried out a scan of all Microsoft accounts between January and March 2019. The accounts were compared to a database of over three billion sets of leaked credentials and resulted in the shocking 44 million matches.

In response, Microsoft explained that “for the leaked credentials for which we found a match, we force a password reset. No additional action is required on the consumer side. On the enterprise side, Microsoft will elevate the user risk and alert the administrator so that a credential reset can be enforced.”

While Microsoft did the right thing resetting the passwords on these accounts, it currently can’t stop a user selecting a new password that’s also been exposed as part of a past security breach. A positive next move would be to perform a check when a password is entered to see if it appears on a breach list and if it is, to reject it and request the user pick something else.

Final Thoughts

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Adi Angelova

Author Adi Angelova

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