The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2017
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Euromonitor International tapped into its analyst research pool to gauge consumers’ attitudes and behaviours regarding the use of artificial intelligence. With the rise of smartphones with voice-controlled digital assistants, access and usage are growing. Consumers are particularly comfortable engaging with AI for research purposes and during the initial stages of the customer booking experience.
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Whether consumers are aware or not, they are increasingly conversing with AI on apps, via devices and robots, with 66% of consumers having access to a digital assistant such as Siri or Cortana on their smartphone.
Consumers are already showing a strong dependency on voice-activated digital assistants for basic search and query response functionality, as well as for scheduling, to help manage their increasingly overloaded, connected daily lives.
Millennials and Generation X aged 40-44 have shown a strong interest in AI, and are comfortable using digital assistants on a daily or at least weekly basis.
However, it is apparent that consumers are not fully optimising their devices, and are falling short when it comes to using digital assistants, as access does not directly correlate with usage.
For the travel booking journey, using AI is more common in the pre-trip stage, where consumers are comfortable using AI for searches, inspiration and booking, but are loath to give up the social human element during the trip itself.
With the world almost at parity for people to smartphones, there is enormous potential for the adoption of digital assistants. However, there are major ethical concerns about the sharing of personal data, so it is a fine balance to strike.
Despite strong privacy concerns already surrounding AI, it is expected that emotion tracking will be the next tech battleground for brands and advertisers, in order to enhance the consumer experience and deepen brand engagement.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.