Mumbai: Mintel’s latest insights reveal how artificial intelligence (AI) is set to play a transformative role in addressing evolving consumer needs, shaped by demographic, health, and environmental shifts—provided that human elements remain central to its application.
Leveraging a Foresight approach, Mintel Consulting examines long-term societal Drivers—including demographics, health, and resources—to understand how these forces are reshaping consumer needs. While European markets are used as illustrative examples, the findings highlight universal consumer priorities such as convenience, connection, and stimulation—areas where AI is already making an impact with global implications.
Demographic pressures and the role of AI
“Ageing populations are placing growing demands on families, healthcare systems, and social infrastructure. AI monitoring technology is starting to support informal carers and enhance in-home independence for seniors whilst musical compositions optimised for mental wellbeing are even unlocking new approaches to dementia care. There are caveats around AI care, however, with studies showing it can lead to constrained behaviour from elderly clients as well as attempts to communicate directly with systems. As migration rises to fill labour gaps, AI can also help achieve optimum integration of newcomers into diverse societies through enhanced employment placements,” said Richard Cope, Senior Trends Consultant, Mintel.
Health challenges and AI-enabled solutions
“The global rise in early-onset diseases, including cancer among under-50s, is prompting innovation in diagnostics and care delivery. AI is granting us a new ‘window on health’, being used to analyse retinal scans, model healthy lifestyles, and streamline hospital operations. AI’s superior breast cancer detection rates have liberated radiologists to focus on other areas of work, whilst its predictions have improved hospital triage services and relieved pressure on A&E departments. As more people live alone and mental health issues become more prevalent, AI will also increasingly offer companionship and emotional support through avatars and chatbots—raising new questions about the boundaries between technology and human connection.”
Environmental strain and AI’s dual impact
“Climate change and resource scarcity are accelerating. AI is being deployed to better model extreme weather events, improve recycling systems, and monitor threats to—and conservation—of biodiversity. AI has the potential to scale up technological solutions and mitigate emissions by as much as 10% by 2030, but its huge environmental footprint—through the energy and water demands of data centres—must be carefully managed to ensure net-positive outcomes. AI—like any other resource—must be used efficiently and sparingly and our headlong rush to use it universally without question would be environmental folly.”
Strategic imperatives for brands in the age of AI
Mintel Consulting outlines a 10-point strategy for brands navigating this landscape, including hyper-personalisation, preserving human creativity, and ensuring inclusive and ethical deployment of AI.
“AI is not simply a technological advancement; it is becoming a foundational layer in how societies respond to emerging, complex challenges. Its future impact will depend on how well it aligns with human values and meets real-world needs,” added Cope.
