GLOBAL STUDY - SEPTEMBER 2026

AVOIDING THE

AI EFFICIENCY TRAP

SETTING A NEW STANDARD FOR VALUABLE AI EXPERIENCES

Only 9%

of AI brand experiences rank

In the highest band of valuable AI AI scores

AI is now embedded in how brands create, recommend, support and sell. But efficiency for brands is not the same as the value.

When AI creates efficiency for the brand without creating enough value for the consumer, it creates drag.

This is the AI Efficiency Trap.

Valuable AI Experience do the opposite. They help people decide, navigate, and engage in ways that feel useful, credible, and appealing.

Our research shows that value comes from three qualities: Utility, Credibility and Appeal, balanced against the risk of feeling misled or manipulative.

The Valuable AI Experience Score

A framework for measuring whether AI is creating value for people or creating drag in the brand experience. The Valuable AI Experience Score helps brands understand where AI is working, where it is falling short and where a different approach may create more value.

See the full framework, benchmarks, and analysis in the report.