Consumers Prefer AI With “Personality” Says Rockfish Survey

Consumers prefer AI with personality

Digital firm Rockfish surveyed online consumers in the US to understand their interactions with AI. 1,603 respondents participated in the survey. Where possible, the survey responses were weighted against the US Census Bureau Current Population Survey for age, gender, and region to be representative of the population.

The Findings Of The Survey

Participants were asked a variety of questions which mainly dealt with their interactions with AI services like Amazon Echo/Alexa, Google Home, Google Assistant, Apple Siri, and Microsoft Cortana.

  • The survey found that almost half of US population (48.3%) had never interacted with any form of AI.
  •  23.0% of the US population isn’t sure if they’ve ever interacted with any form of AI.
  •  28.7% of the US population has interacted with a form of AI.
  •  54.2% of US consumers used AI occasionally.
  • 20.5% of US consumers used AI multiple times a day.
Rockfish Artificial Intelligence Consumer Survey
Rockfish Artificial Intelligence Consumer Survey

 

  • 66.6% of US consumers who have ever used AI primarily interact with it on their smartphones.
  • 50.3% of US consumers owned more than one device to interact with AI.
  • 34.5% of US consumers often used AI to find information (news, weather, stocks).
  • 20.7% of US consumers used AI most often to help with actions (read/write, call, text).
  • Only 4.5% of survey respondents used AI often for shopping (making purchases/shopping lists).
Rockfish Artificial Intelligence Consumer Survey
Rockfish Artificial Intelligence Consumer Survey
  • 43.9% of survey respondents use AI for convenience.
  • 47.4% found AI most satisfying because of its ease of use.
  • 23.8% of survey respondents aren’t sure what they find most satisfying about interacting with AI.
  • 7.2% of respondents indicated they find the breadth of capability most satisfying about interacting with AI
  • 7.1% of respondents indicated they find integration with other apps the most satisfying aspect of interacting with AI.
  • 34.8% of US consumers got frustrated when they are misunderstood repeatedly.|
  • 21.4% of US consumers got frustrated when AI didn’t work.
  • 65.4% of US consumers preferred AI with a female voice.
  • More women (16.9%) than men (6.7%) prefer that the AI they interact with have a male voice.
  • 60.1% of US consumers would like AI to have a personality (i.e. tell jokes, have some sass, offer unexpected responses to unexpected questions).
  • 48.9% of US consumers in the 65+ age group don’t want AI to have personality.

Conclusion

AI has grown rapidly since its introduction. The proliferation of smartphones has ensured that a large number of people now have access to AI enabled voice services. However, the adoption rate of such services still has some way to go before they reach mainstream acceptance.

Also Read: WHAT WORKS WITH MILLENNIAL TRAVELERS?

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