Brands and consumers are both warming up to artificial intelligence (AI), especially generative AI, for enhanced customer experience, reports Storyboard18. Around 95% marketing professionals in India say that generative AI will boost their creativity, help them reach more consumers, and increase the quality of products, according to a survey by Adobe. Most consumers in the survey also feel that tech tools will help them find better and more relevant products online and expect brands to engage them in more innovative ways. Although 53% of Indian consumers shop in brick-and-mortar stores now, the figure is slated to drop to 44% by 2025, the report says. Firms, however, need to make sure they use first-party data and trusted AI sources when they look to leverage this technology for marketing and customer experience, says Stephen Hammond, Executive Vice president and General Manager, marketing cloud at Salesforce.