A PREface TO artificial intelligence (AI) Most Consumers Are At Least Familiar with AI

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2 A PREface TO artificial intelligence (AI) Most Consumers Are At Least Familiar with AI Imagine having coffee one morning quietly perusing the newspaper, and Amazon s Alexa, unprompted, wakes up and randomly says, I m adding that to my skills. Do you find yourself wondering what exactly Alexa is adding when you haven t engaged her? Is she listening in on your conversations without your knowledge? Is it possible that our voice-enabled assistants are taking too much agency? Recent news reports suggest maybe so. These are the very real-world situations that consumers and users of Artificial Intelligence (AI) are finding themselves facing today. And, while the benefits of AI are potentially unlimited, there s a general sense of unease among consumers about its future applications, and who is actually applying it. Most companies are either beginning to use or are lightly using AI today. Some are using AI to deliver better and differentiated experiences, products, and services, while others are using it to protect against fraudulent behavior. Business people are grappling with how to harness the capability of AI, and at the same time trying to understand its impact on their roles (i.e. will they still be needed?). Even as companies explore the the exciting possibilities AI offers, it might be a good time to pause and listen to how their customers are feeling about this technology and at a minimum understand where barriers to adoption may exist. To examine consumer attitudes about AI, Elicit conducted an online national survey of 697 adults in the spring of The findings are included in the body of this report. Robots Computers TechnologY Alien Machines learn Artificial intelligence is kind of like an automated system or somewhat robotic in that it can be programmed for use. Robots or computers gaining knowledge on their own, or beyond what they were programmed to do. The ability of a machine to think, learn, and work like a human. Are at least slightly familiar with AI 21% slightly familiar 31% moderately familiar 21% VERY familiar 17% extremely familiar AND While they may describe AI differently, there are central themes Artificial intelligence is the process by which machines learn based on given information and they use that information to learn and make choices. Algorithms Computer brain A sentient program with the intelligence and functional 'mental' capacity of a human but comprised of coding rather than a human brain. AI is the ability for a machine to process data in a manner the closely resembles human processing. A branch of computer science dealing with the simulation of intelligent behavior in computers. The capability of a machine to imitate intelligent human behavior. The ability for technology to predict or make suggestions based off previously provided information. 1 2

3 Most consumers are conflicted about AI they know there are benefits, but recognize the risks too While most consumers are familiar with AI and its broad definition, their general level of comfort with it is more divided. In fact, a majority (58%) are somewhere in between feeling that AI has the ability to serve purposes that are good and feeling that it is a threat to humanity. Another contingent of consumers have absolute clarity on the matter and sit on polar ends of this spectrum; 15% believe it is a benevolent force for good, while another 18% believe it poses an existential threat to humanity. Recent events at Facebook regarding the misuse of personal data have created distrust. When asked, just over a quarter of consumers indicated that these events have changed their feelings about AI, suggesting concern over inappropriate or unethical use of data and predictive technologies. A quarter were undecided, and 51% said it had no bearing on how they feel about AI at all. It s unclear, however, if that 51% is not concerned about the misuse of data, or already had concerns of misuse, or doesn't really understand the connection between AI, data, and predictive technologies in targeted marketing. low creeped-out-o-meter High I think AI is the future of America and I know that the processes and technology will only get better. AI makes life better, makes work more productive, and... is a key to businesses growing. AI is intelligence given to computers. It's not natural intelligence. It is going to replace human beings just like it was foretold by Stephen Hawking. It is a benevolent force for good It has the ability to be good, but has some inherent risks associated with it It will pose an existential threat to humanity Undecided Scary as hell. It can mean the end of the human species, and the age of the machines. I only saw a movie about AI. It's just creepy that computers know how a human thinks. AI is a great way for all of us to learn or to make business faster. AI helps us learn how to get products to the customers and really trying to understand their needs better. It's a great way to network with others. Artificial intelligence is furthering the world in terms of scientific prowess. However, artificial intelligence could harm the world in that it will destroy the need for human-based activities. It needs to be controlled but explored, as it is more of a good than a bad thing if used correctly. 3 4

4 consumers have concerns with how companies will use AI Benefits of AI don t greenlight its use by companies Many companies are using, or are in the process of using, AI to improve consumer experiences. Netflix uses AI to make recommendations on entertainment options based on prior viewing habits; banking institutions use it to determine fraudulent credit card activity; Pandora makes recommendations using 400 musical characteristics to create playlists, and Tesla harnesses AI to deliver self-driving features for cars. Some of these uses will be considered beneficial by consumers, while others will create tension and concern. Overall, consumers have a healthy skepticism about what companies will do with AI. A majority of Americans (seven out of 10) think some companies will go too far with AI, and another six out of 10 are concerned with how companies will use AI and the information they have to engage with them. Given this level of apprehension, companies will need to think carefully about application and observe closely how consumers are reacting to new experiences created by AI. AI technologies also present serious ethical, legal and programming risks that need to be managed carefully. What's more, AI is poorly understood by business, with many organizations unsure as to when and where they should use it. I think some companies will go too far with AI I m concerned about how companies will use artificial intelligence and the information they have about me to engage with me Limited understanding of AI use by companies, coupled with concerns previously identified about how companies might use AI, may make consumers apprehensive even when there are clear benefits. Just over a third (37%) of consumers agreed / strongly agreed that it was ok for companies to use AI if it makes tasks easier, and just over another third agreed / strongly agreed that companies should use AI to make experiences better (38%). Just under a quarter disagreed or strongly disagreed that AI should not be used by companies for either of those reasons. Benefits delivered by AI do not give companies the green light to use AI carte blanche. Adoption and trust will likely be slower among different segments of the population making it important for companies to consider and test their way into AI. I don t think many companies are using artificial intelligence today It s ok for companies to use AI as long as they are making a task easier for me Companies should use AI to make my experiences better 5 6

5 AI might not be better than human interaction, but that doesn t mean it won t try to be AI that acts independently of human interaction creates anxiety Six out of 10 Americans agree or strongly agree that AI will never be as good as human interaction. Human interaction remains sacred and there is concern with at least a third of consumers that AI won t stay focused on mundane tasks and leave the real thinking to humans. While Westworld-like scenarios seem pretty far out in the making, just under half of consumers (43%) state that we re not too far out before AI becomes a concern in our society. I don t worry about AI because it will take care of mundane tasks and leave the real thinking to humans We are a long way before AI becomes a concern As AI increases its independence (from processing information, to drawing conclusions, to then acting without human permission), general feelings of nervousness increase. The following vignettes lay out various situations and scenarios for how AI could deliver value in consumers lives. For each scenario, consumers indicate whether it's a benefit and whether it makes them feel happy or nervous. Artificial intelligence will never be as good as human interaction 7 8

6 Vignette 1 tell me what groceries I need, but wait until I tell you to order THEM. please? As Amazon s Alexa takes more control, and without human authorization, it creates greater consumer unease. Consumers are most comfortable with the benefit when Alexa notifies them that they should order groceries; 77% say it s a benefit and 21% indicate it makes them nervous. Consumers experience the most discomfort when Alexa orders items that need to be replenished, and only informs consumers after the task has been completed. Vignette 2 On second thought, how about I drive the car? No matter the self-driving car scenario, a majority of consumers feel pretty uneasy about them. This signals that self-driving cars haven't reached critical mass acceptance yet, and that giving up the power of driving to a machine is challenging for many. Over time as the technology is tested and safety improves, public perceptions may shift, but the masses will need greater amounts of information to feel comfortable. You notice that you are low on milk, butter and eggs. You tell Alexa to place a same-day grocery order with free shipping. A car manufacturer offers a self-driving car that pilots itself automatically during routine highway driving Your smart fridge tells Alexa that you are low on milk, butter, and eggs. Alexa notifies you that you should buy groceries. A car manufacturer offers a self-driving car that pilots itself automatically during heavy traffic Your smart fridge tells Alexa that you are low on milk, butter, and eggs. Alexa prepares a same-day grocery order with free shipping and asks you to confirm the order A car manufacturer offers a self-driving car that pilots itself automatically and makes decisions to minimize damage during unexpected dangerous situations Your smart fridge tells Alexa that you are low on milk, butter, and eggs. Alexa orders groceries with free same-day shipping and notifies you. 9 10

7 Vignette 3 you show me potential matches, BUT i ll schedule the dates. In general, Americans don t mind AI predicting a potential soul mate based on questions that they answer, but it goes too far when it schedules dates with a particularly well-matched individual at a neighborhood establishment. Looking for a mate is quite personal, and it s likely that reviewer rights are critical before the actual dates are made. Vignette 4 How does this SHIRT look? Ok, now stop looking. Most Americans don t mind a little help when it comes to suggestions about their wardrobe, but it crosses the line when clothing is selected for you and automatically sent without prior review. In addition, there isn t much benefit associated with a service that offers to take pictures of what you wear on a daily basis to make better clothing recommendations. In fact, that might be downright creepy. A dating site predicts a potential soul mate based on a series of questions that you answer A subscription clothing retailer identifies a new outfit combination it predicts you will like and suggests it to you in an A dating site predicts a potential soul mate based on a series of questions that you answer and knows that you and this person frequent similar establishments in your neighborhood A subscription clothing retailer identifies a new outfit combination it predicts you will like and automatically ships it to your address A dating site predicts a soul mate based on a series of questions that you answer, knows that you frequent similar establishments in your neighborhood, and schedules a date at one of those establishments A subscription clothing retailer captures what you wear on a daily basis by a camera over an extended time and makes suggestions for outfit coordination based on what you have in your closet A subscription clothing retailer captures what you wear on a daily basis by a camera over an extended time and predicts new items you will like and automatically ships them to your address 11 12

8 Vignette 5 Stick to the task list I gave you, but don t bathe the cat unless I tell you to. Most see the benefits of a personal robot taking on mundane tasks around the home and consumers are most comfortable when robots do what they ve been told to do, or make suggestions for other tasks they could do. The benefits, however, begin to erode and the unease creeps up when personal assistant robots do chores without asking first. Suggesting new chores is fine, but the personal robot likely needs to demonstrate its proficiency and seek approval before it proceeds. It s official: AI IS HERE TO STAY Like it or not, AI isn t going anywhere. Its impact on our world and humanity will continue, as will the ethical and philosophical debates about what it means to be human. Most consumers are open to the potential that AI offers, but are also aware of how it could be used in less positive and more deceptive ways. As AI advances, the hope is that its impositions will not exceed its modern conveniences and unarguable benefits. With that said, consumers are likely to embrace what works, and still maintain a healthy skepticism and level of anxiety with AI advancements in their lives. A personal assistant robot takes care of routine household chores (vacuuming, dishes, laundry) based on commands from you A personal assistant robot takes care of routine household chores and makes suggestions for other tasks they could perform for you A personal assistant robot identifies new household tasks it could perform and just does them About Elicit Elicit is an award-winning data and technology consultancy that helps clients transform the way they use customer and employee insight in service of improving the customer experience. Fortune 500 clients include: Southwest Airlines, Intel, Nestlé, Expedia (HomeAway), Fossil, GameStop, Hospital Corporation of America (HCA), Sephora, and Pier 1 Imports. Elicit s team of technologists, data scientists, and strategists work together to architect business strategies that result in stronger customer engagement and increased profits. Survey and report written by Lisa Brink lisa.brink@elicitinsights.com Report design by Jimmy Egeland jimmy.egeland@elicitinsights.com