Transcend, a leading privacy infrastructure company, has released a groundbreaking report, Hidden in Plain Sight: How Enterprises are Driving Revenue, Trust, and Digital Transformation Through Integrated Consent and Preference Management. The study, conducted with UserEvidence, surveyed 265 Forbes Global 2000 executives and reveals that consented data is a critical driver of digital innovation, AI acceleration, and customer trust, shifting its role from a compliance burden to a strategic asset.
100% of executives say consented data enhances new product launches.
Over 50% rely heavily on consented data for AI and personalization.
70% struggle to share communication preferences across data ecosystems.
Two-thirds face challenges aligning personalization with user preferences.
Consented data boosts customer loyalty (65%) and data quality (60%).
Report highlights consent as a competitive advantage for enterprises.
The research underscores a pivotal shift in how enterprises view consent and preference management. All 265 executive respondents confirmed that consented data is essential for launching new products and services, with over half noting its critical role in digital innovation initiatives like AI-driven personalization and product development. “Collecting consumer consent and preferences is just the tip of the iceberg. The real opportunity lies in how businesses operationalize permissioned data for their growth strategies,” said Ben Brook, CEO and Co-founder of Transcend. This strategic focus enables companies to deliver personalized experiences while maintaining compliance and trust.
Despite its importance, 70% of executives report difficulties in proliferating communication preferences across their organization’s data ecosystem. Two-thirds also struggle to create personalized experiences that align with consumer preferences, highlighting a gap between strategic goals and practical execution. Legacy systems and manual processes often hinder scalability, exposing organizations to risks and limiting their ability to leverage consented data effectively for AI and marketing initiatives.
The report aligns with industry trends, noting that faster-growing companies derive 40% more revenue from personalization, according to McKinsey. Similarly, Forrester data shows that preference-informed marketing strategies reduce acquisition costs by 83% and boost customer satisfaction by 78%. “Privacy and security teams are often cited as key blockers to AI adoption, largely due to strict data usage regulations,” said Ryan O’Leary, Research Director for Privacy and Legal Technology at IDC. Enterprises with robust consent management systems are better equipped to navigate these challenges, enabling responsible AI deployment.
Integrated consent and preference management delivers measurable benefits, with 66% of respondents noting improved user experiences, 65% citing enhanced customer loyalty, 60% reporting better data quality, and 49% seeing increased marketing opt-ins. These outcomes position consent management as a cornerstone of competitive advantage, allowing enterprises to foster trust while driving innovation. The report emphasizes that businesses treating consent as a strategic capability are better positioned for long-term growth.
Transcend’s report highlights the transformative potential of consented data in fueling AI innovation and digital growth. By addressing implementation challenges and leveraging integrated consent management, enterprises can unlock new revenue streams, enhance customer trust, and stay ahead in a data-driven world. The findings, based on a survey of 265 privacy, security, and marketing leaders, signal a clear path for Global 2000 companies to integrate consent into their digital strategies.
Transcend is the privacy infrastructure that unleashes growth for the world’s leading brands. By automating data and consumer preference governance at the systems layer, Transcend helps companies unlock AI, personalized experiences, and growth with speed and confidence.
Transcend replaces the patchwork of manual tools with a unified, efficient, and secure governance platform. From consent and preference management, privacy requests, AI governance, assessments, and risk mitigation, Transcend operationalizes modern privacy across every system and user touchpoint.
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