The study revealed not only the unsurprisingly increasing influence of technology on people’s daily lives, but also new “red lines” for future products and companies that offer them.
“After 10 years the consumer will be very different than it is today. He will avoid social contact, he will sometimes feel a stronger connection with AI than with other people, and he will look for stronger emotions in everything. In order to please him, the business will also have to be much more pampered. in 2035 it will be required to be more transparent in the handling of private data, to adapt to the wishes of each personality and not to hide from responsibility in solving global problems. However, the survey also revealed a kind of conservatism of the compatriots – Lithuanians are unwilling to trust technology with their experiences and policy making,” says Paulina Jermakaitė-Tubelė, head of Carat’s customer service department.
AI will intervene in interpersonal relationships
According to Dentsu Lithuania’s research specialist Adam Štuikis, the Lithuanian population views the potential of AI quite positively and is not inclined to oppose its revolution too much. Two out of three respondents believe that this technology will eventually find its way into every sphere of our lives and further accelerate the pace of innovation. Slightly less than half of the respondents would be happy to entrust AI assistants with the filtering of advertising that reaches them, health assessment, filling out bills and other administrative tasks.
However, this digitization of our everyday life will obviously affect our relationships. Two thirds of the survey participants agree that virtual communication is already affecting real communication, and 40 percent believes that in 2035 this process will be advanced to the point where people will need special live communication courses. On the other hand, with half of Gen Z feeling that their social skills are deteriorating due to technology, the solution to this problem will be sought there. One out of three young people believes that after a decade, they will be able to find a company in the AI society and will be able to build the same equal relationship with it as with a person.
“Despite the optimism about the future of AI, Lithuanians look at this technology very pragmatically and are not inclined to overestimate its possibilities. Only 13 percent compatriots would agree to have an AI clone that has their features and does some of their work, when almost half of the respondents in the international community spoke positively about this issue. The people of Lithuania also do not show much interest in the increasingly popular possibility of generating an AI clone of a deceased loved one in the world and have little hope that AI will help create a world with more equality. In other words, for Lithuanians, AI is only a practical tool for now, but not a magic “magic wand” that solves complex life issues”, comments A. Štuikys.
Company photo/Adomas Štuikys
The “death” of mass products
As modern society lives in a lot of information noise, people are gradually becoming indifferent. 40 percent Lithuanian residents, in order to fight depression, are already saying that they are looking for stronger experiences and emotions. A third of the respondents are also convinced that businesses should respond to such trends, and the ability to provide a multi-sensory experience will become one of the more important distinguishing features.
One of the experiments exploring this possibility in recent years is the partnership between global beauty products leader L’Oreal and neurotechnology company EMOTIV. The technology developed by the companies, when the customer wears a special device that scans brain waves in the store, allows him to choose the scent that objectively evokes the best emotions and thus simplifies the choice of perfume.
The world of entertainment should also undergo a kind of transformation. One third of the respondents in 2035 predicts that more time will be spent watching non-commercial, but user-generated content currently hosted on YouTube, Instagram and other social platforms. One of the reasons for this is the opportunity to interact with content creators and the resulting closer relationship with creators.
“Decreasing interest in universal, mass-produced products will also be reflected in the goods and services market. Lithuanian consumers in 2035 would like to be able to personalize the purchased item according to their taste and personality, similar to how NIKE allows you to create individual color combinations of football boots purchased online. This desire is again based on the need to experience a stronger emotion when purchasing – when purchasing a product that is “created” by oneself, rather than pre-prepared, a person feels a more important part of the process and this improves the purchasing experience,” explains the research specialist.
Accepting the loss of privacy in exchange for responsibility
As Carat data shows, Lithuanians are quite sober in their assessment of the changes in their digital identity over the next decade. Two out of three surveyed citizens believe that privacy will be a great luxury in 2035 due to mass data collection, but do not consider it a particularly high aspiration. The same proportion of respondents would much prefer that brands communicate more clearly now how they will handle their data and use it even more effectively. The proactivity of businesses, when a user’s smartphone receives a message with special offers while driving or passing by a store, would be evaluated only positively by a third of those surveyed.
Lithuanian residents are also not indifferent to global processes. 54 percent compatriots realize that in 2035 will be forced to change the way they carry out certain activities due to climate change. For example, garden work may have to be moved to the evening due to the heat of the day, and the tradition of afternoon naps, which is only in countries with hot climates, may appear in our region for a decade. It is interesting that climate change shows the greatest concern precisely in 1965-1969. age persons, which disproves the myth that environmental protection and ecology are of concern only to the younger generation.
“Although the changing climate is a problem for the whole society, when looking for its solution, people’s eyes are not directed at the authorities, but at business representatives. A third of Lithuanians already feel more trust in private companies than the government, in solving not only environmental, but also social and economic problems. In addition, half of Lithuanian consumers expect that in 2035 businesses will already be able to offer not only products focused on climate change, but also solutions that would stop or reduce it. This demonstrates that business efforts to reduce the impact of their activities on the environment are viewed positively, but at the same time, these expectations place considerable responsibility on the shoulders of businesses. Therefore, it may be very difficult for a socially irresponsible business to gain trust in the eyes of the consumer in a decade,” concludes A. Štuikys.
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**Interview with Paulina Jermakaitė-Tubelė and Adam Štuikis on the Future of AI and Consumer Behavior in Lithuania**
**Editor:** Thank you both for joining us today. Your recent study offers fascinating insights into the future relationship between Lithuanians and technology, particularly regarding AI. Paulina, let’s start with you. The study indicates that by 2035, consumers will undergo significant changes in their social behaviors and emotional connections. Can you elaborate on what you mean by ”red lines” for companies in this evolving landscape?
**Paulina Jermakaitė-Tubelė:** Certainly. As technology becomes increasingly integrated into our daily lives, consumers will demand more from the companies they engage with. These “red lines” signify the new standards that businesses must uphold — greater transparency in privacy practices, a tailored approach to individual needs, and an acknowledgment of their social responsibility, especially around global issues. It’s clear that consumers will expect companies to adapt to their evolving emotional landscape.
**Editor:** It’s an interesting perspective. Adam, your research suggests that while Lithuanians are open to AI, they maintain a pragmatic view of its role in enhancing daily life. What does that say about the public’s trust in technology?
**Adam Štuikis:** Yes, the optimism is there, but it’s coupled with caution. Unlike other markets where there seems to be a more relaxed view about AI, many Lithuanians are hesitant to fully embrace it. Only 13% would opt for an AI clone to handle their tasks, showing that they prefer to keep technology at a functional level rather than seeing it as a substitute for human interaction. They are clear that AI should serve practical purposes without overstepping into more emotionally charged areas like interpersonal relationships.
**Editor:** That brings us to the impact of technology on communication. You mentioned that two-thirds of respondents feel that virtual communication is affecting real interactions. Paulina, do you think there’s a need for special courses to help people adapt to these changes?
**Paulina Jermakaitė-Tubelė:** Absolutely. As reliance on digital communication grows, the skills and nuances of face-to-face interactions may decline, especially among younger generations. Teaching social skills and behaviors will become essential to ensure people can navigate real-world interactions effectively, even when much of their communication happens online.
**Editor:** Adam, you pointed out that consumers are shifting towards more personalized experiences rather than mass-produced products. What do you see as the driving force behind this?
**Adam Štuikis:** People are seeking deeper connections and emotions through their purchases. The study highlighted that one-third of respondents prefer personalized items, akin to what brands like NIKE offer. This trend reflects a broader desire for authenticity and uniqueness in a world saturated with generic products. Consumers want to feel involved in the creation process, which enhances their emotional investment in what they buy.
**Editor:** let’s touch on privacy. Paulina, you mentioned that privacy will become a luxury by 2035 and that people are beginning to accept this loss in exchange for better services. How do consumers reconcile this?
**Paulina Jermakaitė-Tubelė:** Lithuanians seem to recognize that data privacy will significantly change, but they value transparency and proactive communication from brands. They want clear information on how their data is handled, which can build trust even as privacy diminishes. It’s a balancing act, and brands that can navigate this effectively will likely thrive.
**Editor:** Thank you both for these valuable insights. As we move closer to 2035, it will be interesting to see how these themes evolve in Lithuania and beyond. We appreciate your time.
**Paulina & Adam:** Thank you for having us!
