 |
Being perceived as innovative gives brands a boost in today’s marketplace—and tech plays a big role in creating that perception, according to a new report from Diffusion.
About one of five consumers surveyed for Diffusion’s Everything Is Tech 2019 report (19 percent) said that they would be more likely to give their business to a brand that they thought of as innovative, rather than to a competing brand.
A significant number of people were also interested in learning more about innovative brands, with 21 percent saying there was a greater chance that they would open an email from an innovative brand, and 29 percent saying they were more likely to seek out and read news articles about an innovative brand.
 |
Some emerging technologies had a larger effect than others on making a brand appear innovative, the survey respondents said. More than a quarter of them (26 percent) thought that using augmented reality makes a company look more innovative, while artificial intelligence came in second (19 percent) and facial recognition technology (18 percent) was close behind. Chatbots (6 percent) and cryptocurrency (4 percent) lagged behind.
As regards what consumers expect advanced technologies to do for them, 44 percent said they want the technologies to facilitate shopping experiences, while 33 percent want to them implement to improve customer service and 30 percent wanted such technologies as drones and warehouse organization to be employed in an effort to make deliveries more convenient.
The online study of 1,236 adults conducted on April 18 and 19.
Work-life balance is the job perk that matters most to employees at independent agencies, pushing compensation to second place, according to a new study from IPREX.
Law firms express concerns about AI’s authenticity and reputational risk, even though they are rapidly increasing its role in their communications strategies, according to a white paper released by Infinite, which handles professional services PR.
The deadline for O'Dwyer's 2026 rankings of PR firms, a benchmark study of the growth of the industry since 1970, is Mon., Mar. 16, 2026. Show your expertise in 23 PR specialties. Rankings are also tabulated by 14 cities and regions.
The rapid emergence of challenger brands and third-party sellers in the digital marketplace has created a big hurdle for major CPG brands, according to a new report from IPG’s Agentic Systems for Commerce unit.
Amid the longest government shutdown in U.S. history, PRSA's ICON conference in Wash., D.C., Oct. 28-30 featured a collection of panels exploring the intersection of political communication and PR from a variety of angles, navigating how practitioners can rebuild trust and uphold transparency in an increasingly polarized climate.
