Two-thirds of marketers predict AI-driven consumer disruption

Boston Consulting Group (BCG) and Moloco have introduced the Consumer AI Disruption Index, a study assessing the vulnerability of 17 consumer-facing industries to AI-driven disruption.

The index combines survey insights from 238 senior marketing leaders across five global regions with performance data from over 3,200 apps totaling more than 200 billion downloads.

The research highlights that 67 percent of marketing leaders expect major disruption to the consumer journey, with most bracing for significant changes. The study evaluates how AI, particularly consumer-facing large language models and AI assistants, is reshaping consumer behavior and brand interaction.

Giorgo Paizanis, partner and co-author, BCG: "AI is fundamentally reshaping how consumers interact with brands. Our research shows that to win, marketers must build defensibility on three fronts: discovery, service, and customer relationships. Those who move early can turn this disruption into a durable advantage, recasting AI from a threat into a new channel for growth."

Four readiness archetypes

The Consumer AI Disruption Index maps verticals along two axes: risk of AI-driven disruption and strength of customer relationships, revealing four archetypes:

Breached (travel, retail, news): High disruption risk as AI compresses discovery and comparison. Brands must strengthen customer relationships and integrate AI into their platforms.

Undefended (gaming, dating, GenAI): Moderate disruption risk with weak brand ties. Brands need to convert transactional interactions into loyalty through personalization and AI.

Secured (fintech, financial services, media/streaming): Low disruption risk, supported by trust and regulatory moats.

Opportunity lies in AI-driven efficiency and hyperpersonalization.

Contested (productivity): Strong customer equity with some service disruption exposure, positioned to shape AI integration in their verticals.

Paul D’Arcy, Moloco chief marketing officer and co-author: "As consumers move from the world of search to the world of answers, we're seeing a behavioral shift that risks disrupting digital brands across a broad range of industries. Companies that will thrive in this new age of AI will focus on longer-term customer relationships, owned digital surfaces like apps, and strategies that strengthen brand and loyalty."

The full report can be accessed here

www.bcg.com

www.moloco.com

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