Reliance on third-party data may affect competitiveness: report

Seven in 10 brands heavily rely on third-party data.

About 78% of Hong Kong brands rely heavily on third-party data in the absence of their first-party data, a report by Twilio shows.

According to the report, this high percentage may hamper a brand's competitiveness in the market amidst the shift towards a "cookieless" era.

Despite this, Hong Kong was the sole market amongst the 18 surveyed to meet consumer AI transparency expectations.

In Hong Kong, 75% of the brands use AI to ensure customer data security, privacy, and compliance.

Over half (64%) have also used AI to personalise their content and marketing.

The report also found that Hong Kong’s consumers are more likely to increase their spending if AI improves customer engagement, with 87% spending significantly more under this assumption.

Hong Kong consumers may be loyal, but they are impatient. According to the report, 85% would quit a brand not offering them personalised experiences. 

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