March 15, 2018

Consumers Drive Tech Adoption – Are You Listening to Them?

Consumers set the adoption pace of emerging AI solutions, as is the case with almost any new technology. That’s why, in our last two blogs, we’ve explored what’s holding people back and the guarantees users need before they’ll embrace chatbots. Just like you, we see the value in today’s most sophisticated technologies, and it’s our mission to help get everyone else on board.

The more research we did, the better we started to feel. Consumers do want the experiences chatbots can provide – we’re hearing more calls for intelligent and effortless interactions with brands. However, many people still don’t understand that it’s AI solutions enabling such benefits.

Can People Identify AI in the Real World?

A big part of the problem is that many people don’t understand what AI solutions look like in everyday life.

According to our 2018 Artificial Intelligence and Chatbot Report, 54 percent of consumers say they’ve used an AI application in the last year. But we know this number is actually higher. When we later asked consumers to identify specific devices they’ve recently used, 62 percent indicated that they have, in fact, engaged with an AI-enabled device. They just didn’t know it.

The same goes for specific chatbot applications. While 43 percent of people have interacted with some sort of chatbot in the past year, another quarter of consumers (23 percent) are unsure.

This isn’t necessarily unexpected. People easily recognize Siri or Cortana as AI-powered, but they may not know that self-driving cars and smart-home devices fall into the same category.

Let’s try it out. Which of the following are AI-powered experiences?

  • The advertisements you see while browsing your Facebook News Feed
  • A recommendation Amazon makes while you’re shopping online
  • The quote you receive when filing a claim on your insurance provider’s mobile app
  • A Google image search

Confusing, right? No matter the depth of AI knowledge you bring to the table, it’s tough to pinpoint how brands are adding the technology into real-world experiences (it was actually all of them). And remember, you’re probably more familiar with AI than your average customer.

This shroud of mystery poses unique challenges in the real world – it’s already a contributing factor behind the 27 percent of people who say they’re unsatisfied with their previous chatbot experiences.

Being Strategic With AI Investments

Before brands jump to implement AI capabilities, they must determine their target audiences’ level of familiarity with the solution.

Taking this step back is good for all parties involved. Understanding which kinds of AI experiences consumers already recognize helps brands identify future integration opportunities and see where consumers would benefit from extra education about new tech-powered experiences. When brands and end users are on the same page, stakeholders can seek out solutions that solve real business goals and delight consumers. The bonus is that people will also know that these benefits are the reward of working with AI.

In business, it’s always worth the time and resources to learn more about people’s motivations, or even just their perspectives. Already, half of people are willing to shop more frequently with brands that offer fast and easy customer service capabilities, and 34 percent will spend more money with these companies.

Imagine what these numbers might be if every single AI experience was recognized as such.

Interested in working toward a future like that? So are we! Reach out to one of our digital transformation specialist to see how we can help your brand find common ground between your customers and AI. Or, download the full 2018 Artificial Intelligence and Chatbot Report to learn more about consumers’ current relationship with new technologies.


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