EVER-CHANGING EXPECTATIONS AND TECHNOLOGY INTRIGUE vENTER Digital disruption is reinventing consumer expectations. Factors driving this disruption include ‘always on’ connectivity, pervasive social media, the rapid rise of voice recognition and artificial intelligence, and increasingly interactive user experiences across the entire customer lifecycle and across all channels. Consumers expect their experience to “automagically” adapt whenever they engage physically, digitally and emotionally. And now advanced computing techniques can harness expanding volumes of personal data (e.g. search, social, geo-tagged sensors, payments, shopping carts, speech) to create the magic behind new hyper-personalized experiences. Insights from the 2017 Accenture Digital Consumer Survey of 26,000 consumers in 26 countries reveal four key findings about today’s dynamic digital consumers and their technology intrigue:
Artificial Intelligence (AI) is taking a central role in consumers’ lives Engaging experiences are spurring demand for smartphones New access models are emerging Consumers want to be more engaged in managing their data v v DYNAMIC DIGITAL CONSUMERS EVER-CHANGING EXPECTATIONS AND TECHNOLOGY INTRIGUE Variable stroke Outlined paths Variable stroke Outlined paths Variable stroke Outlined paths Variable stroke Outlined paths HYPER- PERSONALIZATION BUILDING TRUSTAI CENTRAL NEW ACCESS MODELSWHAT NOW ARTIFICIAL INTELLIGENCE (AI) IS TAKING A CENTRAL ROLE IN CONSUMERS’ LIVES v v HYPER- PERSONALIZATION BUILDING TRUSTAI CENTRAL NEW ACCESS MODELSWHAT NOW Consumers now routinely use AI-driven features such as digital voice assistants. An impressive 84 percent of 14-to-17 year olds currently use or are interested in using the voice-enabled digital assistant in their smartphone. And, interest is not limited to younger generations. About one-third of consumers in every age group are interested in these features. Currently, stand-alone, digital voice-enabled assistants are more exclusively in the hands of early adopters, but a strong majority of early adopters are using them on a daily basis. Such pervasive usage should lead to advocacy and is a positive signal for this category as it represents a much more enthusiastic adoption pattern than many new product categories recently released. Furthermore, consumers are increasingly comfortable interacting with AI-enabled capabilities.50 percent of all consumers interact with their service providers through live chats or mobile messaging apps on a monthly basis, and 85 percent of those say it feels like it’s easier to get in touch through these methods. These live chats and messaging apps are increasingly supported by AI-driven chatbots. While just a few short years ago many customers resisted chatbots and other computerized customer service features, now 62 percent are comfortable with an AI application responding to their query. Consumers see big benefits over human advisers too:
It’s available any time; it’s less biased; and, it’s faster to engage. In fact, consumers appear to be readily accepting AI-enabled capabilities as long as they get their objective accomplished. ARTIFICIAL INTELLIGENCE (AI) IS TAKING A CENTRAL ROLE IN CONSUMERS’ LIVES v v HYPER- PERSONALIZATION BUILDING TRUSTAI CENTRAL NEW ACCESS MODELSWHAT NOW Current use and interest per age group for embedded voice-enabled digital assistants in smartphones and PCs/laptops Are you currently using embedded voice-enabled digital assistants 14–17 years old 18–34 years old 35–55 years old 55+ years old Yes, just started No, but I am interested No, and I’m not interested 31% 14% 23% 7% 20% 13% 15% 8% 33% 35% 32% 35% 16% 38% 30% 50% Yes, regularly v v HYPER- PERSONALIZATION BUILDING TRUSTAI CENTRAL NEW ACCESS MODELSWHAT NOW Sample:25,996 respondents High-usage countries (x-age groups) Low-usage countries (x-age groups) USA 46% India 55% China 55% Canada 27%Germany 28%
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