Consumers only want to see relevant brand messages but are reluctant to share online browsing data to get it. According to a new study by Opinion Matters and Emarsys, two out of five consumers would not purchase from a brand again if they receive irrelevant marketing materials.

Opinion Matters surveyed 2,002 UK consumers on behalf of Emarsys in August 2018. The common consensus among respondents was that in order to gain their loyalty, marketers must cater messages directly to them. Only six percent said they already receive clearly relevant offers from brands.

Irrelevant messages are simply being ignored and deleted by 84 percent of respondents, who are not afraid to wipe their hands of a brand thereafter. More than half—66 percent—said they would ignore all future correspondences and 40 percent said they would not purchase from that brand again.

Marketers agree that personalization is vital in today’s world, but accessing the data to fulfill that need can be easier said than done. Opinion Matters found that just five percent of consumers would be willing to share their browsing data with an online retailer. Nearly a quarter said they wouldn’t share any information at all.

The gap between expectation and willingness to share data stems from a simple lack of understanding. While 82 percent were aware of the use of AI in the shopping experience, only a third realized that technology is used for sending personalized offers. Views on AI are mixed, as well. Nearly half of the respondents were happy with intelligent technology as it relates to choosing discounts, marketing materials and which products match their preferences.

The good news is that consumers still very much want brand offers. Loyalty-based discounts were named as a top reason for making repeat purchases, as were bespoke discounts based on a past purchase. Echoing their desire for more personalization, 41 percent said that catered messages would inspire them to buy again.

“As this study shows, consumers aren’t generally fussed about how they are marketed to,” said Emarsys CEO Ohad Hecht. “Ultimately, they want a shopping experience which provides value, both in the product or service purchased, and the act of purchasing itself.”