by Laurie Sullivan, Staff Writer @lauriesullivan, April 5, 2017

Most consumers don’t really know what artificial intelligence (AI) does, and the basic misunderstanding has some fearful of the technology.

In a survey of 6,000 customers in six countries, the findings from Pegasystems study released this week found that consumers are hesitant to embrace AI devices and services. Some 36% are comfortable to engage with businesses using AI even if it results in a better customer experience. About 72% said they have some sort of fear about AI, with 24% worried about robots taking over the world.

Only 34% of survey respondents thought they had directly experienced AI, but when asked about the technologies in their lives, the survey found that 84% use at least one AI-powered service or device such as virtual home assistants, intelligent chatbots, or predictive product suggestions. When asked to identify AI-powered devices, only 41% knew that AI supports both Amazon Alexa and Google Home.

When asked to name the technology they have used in the past year that includes AI, 51% said email spam filters; 46%, predictive search; 36%, Siri virtual assistant; 31%, online virtual assistant; 28% Facebook recommended news; 28%, online shopping recommendations; 11% home virtual assistants; 9%, reverse image searching; and 16%, none of the above.

About 72% believed they understood AI, but far fewer could correctly define what it is or what it can do. Only 37% knew that AI can interpret or understand speech, while 35% knew it could mimic humans; 50% knew it can solve problems; and 57% knew that it can learn.

Despite the misunderstanding, the data shows that consumers are significantly more comfortable with AI if they think. In general non AI-users — at 25% — said they feel at ease with businesses using AI to interact with them. This sentiment jumps to 55% for those who understand a bit more about the technology. Some 36% of non-AI users are uncomfortable, while 19% of AI users are comfortable, with AI.

Despite the misunderstandings, nearly 70% said they would like to experience more AI if it makes their lives easier.

The study also found that consumers still want human interaction when they need customer service. Only 10% said they are comfortable using AI for the government to provide better and more personalized customer service. That jumps to 15% for car dealerships and insurance, and 20% for banking and financial advice. Telecom at 15, healthcare at 27%, and online retail at 34% were the highest.

The report — What Consumers Really Think About AI — surveyed consumers across the US, Britain, France, Germany, the Netherlands, and Australia.

MediaPost.com: Search Marketing Daily

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