NEW YORK,
Oct. 19, 2016 /PRNewswire/ -- According to a new survey
released today by global communications and engagement firm Weber
Shandwick, consumers around the globe are more likely to see
artificial intelligence's (AI) impact on society as positive than
negative (45 vs. 7 percent, respectively). When it comes to their
personal lives, consumers are even more likely to think it will
have a positive than negative impact (52 percent vs. 7 percent,
respectively). AI-Ready or Not: Artificial Intelligence Here We
Come! was conducted with KRC Research among consumers in five
global markets and supplemented with interviews with CMOs, those
responsible for marketing and branding in their
organizations.
"Superficial intelligence" best describes consumers'
understanding of AI. While two-thirds (66 percent) of those
surveyed say that they know a lot (18 percent) or a little (48
percent) about AI, one-third (34 percent) admit knowing nothing.
The most common word association with AI is "robots," as mentioned
by 22 percent of consumers unprompted.
"For those of us in the marketing and communications
industry working at the intersection of technology and humanity, we
know technology disruption brings its challenges but also
opportunities to advance change," said Gail
Heimann, President of Weber Shandwick. "We now have a
baseline on what the average person and marketer thinks about AI as
we start to understand how it impacts the experiences between
people, brands and the world around us. There could not be a better
time to more clearly define AI and explain its
potential."
The Business of AI
AI is rapidly
transforming business and marketing processes. Nearly
seven in 10 CMOs in our study (68 percent) report that their
company is currently selling, using or planning for business in the
AI era, and nearly six in 10 (58 percent) believe that within the
next five years, companies will need to compete in the AI space to
succeed. As for their own roles, 55 percent of CMOs expect AI to
have a greater impact on marketing and communications than social
media ever had. This is a remarkable statement coming from a
profession turned upside down by social media in the past 10
years.
AI-Ready
Only eight percent of
global consumers think AI is science fiction and will never
materialize. Most (92 percent) expect AI to arrive eventually – 40
percent think AI is close to or fully developed now and 52 percent
think it is only in its earliest stages of development. In fact,
most consumers seem ready for AI to be a reality. After hearing the
potential benefits and concerns associated with AI, one-quarter (26
percent) would like the development of AI accelerated. Half (51
percent) would like development to remain at its current pace. Only
23 percent would like it to slow down or stop altogether. Based
upon their perceptions today, consumers seem ready for AI to be a
reality.
AI Sidekicks
What would consumers
trust AI to do? Two-thirds or more trust AI with handling
medication reminders, travel directions, entertainment, targeted
news, and manual labor and mechanics. AI is trusted by 50 percent
or more to provide elder care, health advice, financial guidance
and social media content creation. And, 40 percent or more trust AI
to provide legal advice, cook, teach, police and drive. Not
surprisingly, they do not see AI as having the ability to help
erase social inequities.
Media as Explainer-in-Chief
When
asked where their overall impression of AI comes from, 80 percent
of global consumers mention some form of media, a mix primarily of
Internet, social media, TV, movies and the news. Media exposure
trumps personal experience as an information source.
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In fact, over half of global consumers (59 percent) said
they had seen or read something in the media within the past 30
days about AI or had some personal experience with it. The vast
majority of these consumers (82 percent) report that what they had
seen, heard, or experienced was positive.
Trust in AI Comes Down to Experience and
Expertise
When it comes to accurate sources of
information about AI, global consumers report that the most
credible information will come from hands-on experience (46
percent) and technology experts (46 percent). Consumers also say
they trust academics and experts in specialized fields (39 percent)
and professional product reviews (38 percent). Respondents in our
study gave less weight to friends, family and other personal
relationships (28 percent).
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AI Adoption Meets
Trepidation
Despite fairly positive perceptions
of the impact of AI on their lives personally and on society,
nearly two-thirds of global consumers (64 percent) register concern
about the use or adoption of AI, although mostly at a moderate
level (49 percent). When consumers were given a list of potential
downsides to AI, criminal behavior and cyber attacks rise to the
top as critical concerns along with job losses. The research also
unearthed a deep vein of concern over loss of privacy and
government interference with personal information.
When asked directly about potential job losses, the vast
majority (82 percent) of consumers in all markets expect job loss
due to AI. Only 18 percent expect AI to create new jobs.
AI Vanguard to the Rescue
The
research identified a small but highly AI-conversant segment of
global consumers (18 percent). These pioneers pave the way for
product success or failure. Who are they? Relative to the average
consumer, this AI Vanguard skews younger, male, educated, employed,
higher income and urban.
These early adopters gravitate to entertainment about AI,
notice AI advertising and trust their social networks for AI
information. They are more optimistic about the impact of AI on
society and themselves. Like the average consumer, the AI
Vanguard also has a strong perceptual connection between AI and
robots and registers the same concerns about the potential dangers
of AI, specifically criminality and job loss. Since the survey
found that those who know more about AI are more
positive about its societal and personal impact, cultivating the AI
Vanguard can help spread good word about the new
technology.
Regional Differences
The five
regions covered by our consumer survey have some unique
characteristics. Below are highlights. Our full
report includes more detail.
- Chinese consumers report having the strongest knowledge
of AI and UK consumers report the weakest (31 percent vs. 10
percent, respectively, say they know a lot about AI).
- In Canada, the ability
to personally test AI products far surpasses other sources as a
trusted means of learning about AI (63 percent vs. professional
product reviews, the second highest rated source, at 49
percent).
- U.S. consumers rank providing entertainment and
medication reminders at the top of their list of AI's most trusted
tasks (73 percent for both).
- A moderate number of Brazilian consumers (61 percent) say
AI's impact on society will be positive, though they report the
greatest concern about AI adoption (79 percent). The loss of
certain abilities or skills is unique to Canadians' biggest
concerns (98 percent) and people becoming lazy and getting hurt in
accidents are unique to Brazilians' top concerns (93 percent
each).
- UK consumers are the most likely to agree that AI will
lead to job loss (91 percent), yet they are the least likely to
think AI could replace their own job even partially (47 percent).
Perhaps this paradox exists due to their high perception that AI is
currently science fiction (21 percent).
Guiding Principles for AI Adoption and
Integration
"For companies to successfully
compete in the new age of artificial intelligence, CMOs will be
central to bringing consumers up the AI learning curve while at the
same time selling in their products and services," said Patrick
Chaupham, Executive Vice President, Creative Technology Strategy,
Weber Shandwick. "Consumers may seem ready for AI, but they have
concerns, and therefore an artful balancing act of education and
promotion will be the CMO's greatest challenge. Marketers will need
to creatively engage consumer segments on understanding AI
benefits."
Weber Shandwick's report provides 10 guidelines for
marketing and communications professionals and their companies to
consider when introducing AI into the marketplace and mainstream.
Six are listed below. Please see the full
report for the full list of guidelines and an
explanation of each.
- Broaden baseline understanding.
- Strengthen media relationships.
- Find your experts.
- Ignore AI fears at your own risk.
- Consumer knowledge is the key to success.
- Consider responsible AI practices for your
industry.
Click here to view the full
report.
About the Research
AI-Ready or
Not was commissioned by Weber Shandwick and
conducted by KRC Research in June
2016. We surveyed two segments. First, we surveyed
2,100 adult consumers online in the U.S., Canada, UK, China, and Brazil, representing the general population of
each market. Second, we surveyed 150 executives by telephone in the
U.S., UK and China responsible for
the oversight and execution of marketing or branding activities at
their organizations. All CMOs were employed by companies with
annual revenues of at least $500 million
USD or comparable levels in other markets.
About Weber Shandwick
Weber
Shandwick is a leading global communications and engagement firm in
79 cities across 34 countries with a network extending to 127
cities in 81 countries. The firm's diverse team of strategists,
analysts, producers, designers, developers and campaign activators
has won the most prestigious awards in the world for innovative,
creative approaches and impactful work, including being honored as
PRWeek's Global Agency of the Year in 2015 and 2016, an Ad Age
A-List Agency in 2014 and 2015, and The Holmes Report's Global
Agency of the Year in 2010, 2012, 2014 and 2015. Weber Shandwick
and its Prime unit have won a combined 31 Cannes Lions since 2009
and are credited as PR agency on an additional 25 Lions. Weber
Shandwick was also named a Best Place to Work by Ad Age in 2014 and
2015 and PRWeek in 2013 and 2014. The firm deploys deep expertise
across sectors and specialty areas, including consumer marketing,
corporate reputation, healthcare, technology, public affairs,
financial services, corporate social responsibility, financial
communications and crisis management, using proprietary social,
digital and analytics methodologies. Weber Shandwick is part of the
Interpublic Group (NYSE: IPG). For more information, visit
http://www.webershandwick.com.
About KRC Research
KRC Research is
a global full-service nonpartisan opinion research and strategy
firm. A unit of the Interpublic Group of Companies (NYSE: IPG), KRC
Research offers the quality and custom service of a small firm with
the reach of a global organization. For over 30 years, KRC Research
has worked on behalf of corporations, governments, not-for-profits
and the communications firms that represent them. Staffed with
multidisciplinary research professionals, KRC combines
sophisticated research tools with real-world communications
experience. For more information, visit
www.krcresearch.com
Contact:
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Michelle Giuda
|
Company:
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Weber Shandwick
|
Phone:
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212.445.8088
|
Email:
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mgiuda@webershandwick.com
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