76%
of consumers want strict boundaries on how and when a digital assistant can act on their behalf.
Source: What matters to today’s consumer 2026 (Capgemini Research Institute, 2026).
What matters to today’s consumer 2026
Consumer decision-making is entering a new era. AI-driven tools, sharper expectations of fairness and transparency, and the need for meaningful human interaction are reshaping what shoppers consider acceptable, valuable, and worth paying for. Price alone no longer defines value-quality, trust, and emotional connection matter more than ever.
What matters to today’s consumer 2026, the latest report from the Capgemini Research Institute, explores how AI, personalization, and emotion are influencing consumer choices, and what brands must do to deliver experiences that feel transparent, adaptive, and human.