Optimization, Personalization & Testing: How Consented Data Drives Digital and AI Innovation
New research challenges the old view of consent data as merely a compliance hurdle. Instead, it shows consented data as a key factor in digital growth and innovation. Transcend, a privacy infrastructure company, recently released a report titled Hidden in Plain Sight: How Enterprises are Driving Revenue, Trust, and Digital Transformation Through Integrated Consent and Preference Management, revealing how enterprises are leveraging consent and preference data beyond legal requirements.
For product developers and digital leaders, the takeaway is clear: managing consent and preferences is now essential for powering AI, personalization, and building customer trust. However, many organizations face challenges integrating this data across their systems effectively.
Key Findings from the 2025 Research
- All 265 surveyed executives agree that consented data improves their ability to launch new products and services.
- More than 50% rely heavily on consented data for digital innovation, including personalized marketing, product development, and AI initiatives.
- Over 70% struggle to spread communication preferences throughout their organization's data ecosystem.
- About two-thirds find it difficult to create personalized experiences that respect consumer communication preferences, despite its strategic importance.
This research highlights a shift in how consent and preferences are handled. Initially, these were managed mainly by risk and compliance teams. As privacy regulations evolved, marketing teams got involved but mostly in support roles. Today, consent and permissions are foundational to digital strategy in large enterprises.
“Collecting consumer consent and preferences is just the beginning,” said Ben Brook, CEO and Co-founder of Transcend. “The real value lies in using this permissioned data effectively to fuel growth strategies.”
With proper infrastructure, companies can deliver personalized, relevant experiences at scale while staying compliant and building deeper trust.
The Growing Role of AI-Driven Personalization
AI-powered personalization is gaining priority across industries. According to McKinsey, faster-growing companies generate 40% more revenue from personalization compared to slower peers. Forrester also reports that marketing strategies based on customer preferences improve key metrics like acquisition costs (down 83%), customer satisfaction (up 78%), brand awareness (up 75%), and conversions (up 73%).
Privacy concerns often slow AI adoption. Ryan O’Leary, Research Director at IDC, notes that companies with strong consent and preference management systems can address these concerns better while enabling responsible AI use.
Strategic Benefits of Integrated Consent and Preference Data
Beyond AI and new revenue, integrated consent and preference management contributes to:
- Personalized user experiences (66%)
- Building customer loyalty and trust (65%)
- Improved data quality (60%)
- Increased marketing opt-ins (49%)
These results emphasize how essential integrated consent management is for enterprise competitiveness. Treating it as a strategic capability—not just compliance—helps companies achieve sustained growth and innovation.
About the Research
Transcend partnered with UserEvidence to survey 265 privacy, security, and marketing executives from Forbes Global 2000 companies, mostly based in the United States. Respondents held senior roles, including 36% C-suite, 42% directors or managers, and 8% vice presidents.
For product teams looking to leverage AI and personalization effectively, understanding and integrating consent and preference data is now a critical step. For more insights, download the full report, Hidden in Plain Sight: How Enterprises are Driving Revenue, Trust, and Digital Transformation Through Integrated Consent and Preference Management.
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