The AI Consumer Index, our yearly flagship consumer study, launched in early December 2023. Lifting the lid on consumer adoption of AI technologies and voice assistant usage, the study reveals how Conversational AI has entered the mainstream.
Building on the success of previous years, our study interviewed 7,000 people across five markets – our largest study to date. The findings, revealed in the AI Consumer Index, provide a compass for businesses navigating how to leverage AI technologies while building trustworthy relationships with today’s consumers.
During a series of launch webinars, we put six of your questions to the experts behind the AI Consumer Index. Here’s what they said.
HOW DID THE THEME OF THE CONSUMER INDEX TAKE SHAPE THIS YEAR?
This is our fourth year running the Consumer Index. In previous years we focused on Voice consumers. This year, we recognised the importance of broadening our scope to gain an understanding of what Conversational AI means to the average consumer.
Looking ahead, Conversational AI is set to play a pivotal role in all digital touchpoints – from voice assistants and chatbots powered by large language models (LLMs) to various other digital and even physical interactions.
It’s also essential to address the challenges and ethical questions surrounding trust, privacy, and the use of artificial intelligence. The AI Consumer Index explores all this and more, giving businesses a comprehensive view of how their customers want to interact with AI technologies.
– James Poulter, CEO of Vixen Labs.
WHERE HAS THE AI CONSUMER INDEX SHOWN WE ARE CURRENTLY WITH THE ADOPTION OF AI TECHNOLOGY?
When we talk about education, innovation, and operation, there’s also a mindset shift from cynicism to experimentation to exploration, and ultimately full-scale adoption. We’ve been in a period of experimentation with Conversational AI, but now we’re facing more challenging questions about how these technologies can truly impact and benefit businesses. The focus is shifting from novelty to practical applications, and there’s a growing awareness of the need to plan for the future rather than just react.
– Susan Westwater, Strategy Director at Vixen Labs.
50% of people in the US have used generative AI.”
WHAT ADOPTION TRENDS ARE YOU EXPECTING TO EMERGE IN THE NEXT 12 TO 18 MONTHS?
I foresee workplace adoption playing a pivotal role, especially with Microsoft introducing Copilot and the prevalence of Windows as an operating system. This adoption could impact various roles within businesses, prompting expectations of cost-effectiveness and efficiency. Some brands may even cut budgets, assuming suppliers can leverage AI models to provide economies of scale, whether in research or content generation.
– James Turner, CEO of Delineate.
On average, 37% of users have created content using AI chatbots.”
WHAT DO YOU THINK ARE THE MAIN CHALLENGES PREVENTING CONSUMERS FROM TRANSITIONING TO MORE INTERACTIVE USES OF AI?
One significant challenge lies in the digital fluency of a considerable portion of the population, particularly those who are infrequent digital users or hold anti-technology sentiments. Moreover, there needs to be more understanding of AI technology, compounded by the multitude of acronyms and complex terms. Integrating technologies, like ChatGPT, may also seem intimidating to users, leading to a reluctance to embrace them. Clarity in use cases and education about the benefits are crucial to overcoming these barriers.
– James Turner, CEO of Delineate.
8.4 billion voice assistants are expected in homes by 2024.”
WHERE DO YOU SEE THE VOICE MARKET CURRENTLY AND ITS FUTURE TRAJECTORY?
ChatGPT has injected new life into the industry, prompting a shift toward conversational interactions. The natural evolution toward wanting to communicate through voice due to its speed and efficiency remains true. We’re witnessing a renewed interest in the merging of written and voice conversations. Exciting developments include the ability to evoke emotions through sonic branding and the utility aspect, such as aiding internal operations for faster decision-making.
– Susan Westwater, Strategy Director at Vixen Labs.
Between 40 and 50 per cent of adults in THE US, UK, and Germany don’t trust chatbots.”
HOW CAN BRANDS RECOGNISE CONSUMER CONcERNS WHEN INTRODUCING AI INTO CUSTOMER EXPERIENCES?
Privacy concerns are still present, but consumers today are more aware of their rights and expectations regarding data usage. Trust is also about the confidence that the technology will deliver on its promises and operate transparently. Understanding the specific application of AI, whether generative or otherwise, makes consumers more comfortable. Brands must establish trust by being clear about their intentions, ensuring that users understand the benefits while maintaining transparency.
– James Turner, CEO of Delineate.
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