What Consumers Really Think
About AI: A Global Study
Insights into the minds of consumers to
help businesses reshape their customer
engagement strategies
Executive summary:
The AI/consumer paradox
Several decades after it frst
arrived on the scene, artifcial
intelligence (AI) is enjoying yet
another rebirth.
The latest waves of rapid innovation are capturing
the world’s imagination for how AI can transform the
way we work and live. This time, it’s not relegated
to research labs and the back ofce. Businesses
are taking AI out of the box and exposing it to their
customers – whose expectations for better brand
experiences are rising as Siri, Alexa, and the like,
become more ubiquitous.
But while the AI-hype machine marches on, few
organizations understand what consumers – the ones
experiencing their service bots, recommendation
engines, and virtual assistants – think about this new
way to engage. These insights can have a profound
impact on how and where businesses use AI in any
customer engagement scenario.
To fnd out more, Pegasystems, a leader in customer
engagement software, conducted a global study to
measure consumer attitudes toward AI and, more
specifcally, what they think of AI used in customer
experience. In total, 6,000 adults were surveyed in
North America, EMEA, and APAC.
The data reveals confused consumers who are split
on their feelings toward AI: Over one-third say they
are comfortable with AI used by businesses, while
just under one-third say they aren’t. And then there’s
another third who say they just don’t know yet.
To be sure, many consumers are excited to embrace
the benefts of AI and see a promising future ahead.
But some harbor deep-rooted fears about AI, and
most still prefer the familiarity of the human touch
over a faceless machine when given the option. For
others, the AI experience isn’t yet living up to their
expectations. And across the board, we found most
consumers just don’t understand AI – not realizing
how it already touches their lives every day.
The door is wide open for forward-
thinking companies to take advantage
of this period of uncertainty and
adjust their approach to align with
their customers’ AI preferences.
Despite these apparent contradictions, the data also
reveals a major opportunity. The door is wide open
for forward-thinking companies to take advantage of
this period of uncertainty and adjust their approach
to align with their customers’ AI preferences. Done
right, they can demystify AI by strategically pulling back
the curtain and providing the best possible customer
experiences.
In the following pages, we will break down the results
of this study to reveal what’s on consumers’ minds
when it comes to AI. More importantly, we will identify
what it could mean for your business as you continue
with your own AI initiatives.
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How comfortable are you/would you
be with a business using Artificial
Intelligence to interact with you
“
“28%
Uncomfortable
35%
Comfortable
37%
Neither
AI and your customers:
What they don’t know can
hurt you
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