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1
How to communicate AI to clients and consumers
10 Recommendations from a SYZYGY Digital Insight Survey
10.10.17
Paul Mar...
How do we communicate AI to clients and consumers?
2
10 recommendations for how to communicate AI
3
http://think.syzygy.net/ai-report
10 recommendations for how to communicate AI
4
http://think.syzygy.net/ai-report
The Problem
5
The Problem
6
The Problem
7
The Problem
8
The Problem
9
10
The Solution
11
Statement of AI
Marketing Ethics
We believe in the positive potential of artificial
intelligence to build t...
1. Develop a charter for the safe, transparent
and responsible use of AI across marketing
12
Ideas for Statement of AI Marketing Ethics
13
Do no harm
AI technology may not be used to deceive, manipulate or in any ot...
People want AI in marketing to be regulated…
14
25%
75%
Yes No
8%
92%
Do you feel that brands should need
your explicit co...
21%
73%
6%
More positive No different More negative
17%
77%
6%
28%
67%
5%
And if we respect our audiences they have little ...
People are familiar with AI and believe it is already affecting their lives
16
58%
42%
59%
41%
82%
18%
Yes
No
48%
52%
Recal...
2. Provide clear, trustworthy and compelling evidence
about the positive benefits that AI can deliver
17
When you think about AI, which feelings best describe your emotions?
18
Anxious
18.4%
Concerned
35.5%
Confused
9%
Excited
...
3. Communicate clearly the problem that you solve
19
The Sea-squirt Principle*
Intelligence evolved to do one thing. Solve problems. 

Unless AI is a solution to a real proble...
4. Position AI as convenience technology designed to
make people’s lives easier
21
Over the next five years, what do you see as the main benefits of AI for you personally?
22
Save me time
35.3%
Save me effort...
5. Communicate AI as augmenting human intelligence
rather than replacing it
23
What is your top fear or concern about possible AI threats or risks?
24
AI taking jobs
26.4%
AI used in crime
12.5%
AI ero...
How much of your job could be automated by AI in the next five years?
25
All UK
Women
Men
Millennials
Gen X
Boomers
DE
USA ...
6. Humanise AI with human name, female voice and a
personality built around conscientiousness
26
Describe your perfect AI assistant
27
24%
18%
59%
Female
Male
Robotic
31%
69%
On
Off
16%
84%
On
Off
9%
91%
On
Off
22%
78%
Ext...
Describe your perfect AI assistant
28
conscientiousness
efficient
organised
carefuldependable
disciplined
cautious
practical...
7. Consider opportunities for promoting AI as more than
mere technology - a coach, counsellor or companion
29
30
It is 2018.
You discover that your partner has been having sex with the latest
generation of sex robots. These anatomic...
31
AI is more than mere technology…
32
32%
68%
Yes
No
If your partner had sex with a sex robot without
telling you, would you...
8. Promote AI as deeply personal technology that always
has the best interests of the user as its prime directive
33
34
It is 2049.
You are riding alone in a driverless car along Pacific Coast
Highway. The autonomous vehicle rounds a corner...
35
“
Mercedes-Benz executive Christoph von
Hugo said that the carmaker’s future
autonomous cars will save the car’s driver...
How do we communicate AI to clients and consumers?
36
46%
54%
71%
29%
Yes
No
Should self-driving cars be programmed to
sac...
9. Frame AI as a solution that helps people
stay safe and secure
37
38
It is the future.
The armed forces have developed fully autonomous military
drones that are weaponised and powered by A...
How do we communicate AI to clients and consumers?
39
41%
59%
56%
44%
Yes
No
It is the future and the armed forces have
de...
10. Do not conceal the use AI in marketing or allow AI to
conceal its identity and pose as a human (Blade Runner rule)
40
The Problem
41
People support a Blade Runner rule for AI in marketing
42
15%
85%
Yes No
Do you think it should be illegal for AI applicat...
Let’s collaborate in creating a charter for AI in marketing
43
Statement of AI
Marketing Ethics
We believe in the positive...
Thanks!
44
http://think.syzygy.net/ai-report
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How to communicate Artificial Intelligence to clients and consumers

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How to communicate Artificial Intelligence to clients and consumers - results from an international study

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How to communicate Artificial Intelligence to clients and consumers

  1. 1. 1 How to communicate AI to clients and consumers 10 Recommendations from a SYZYGY Digital Insight Survey 10.10.17 Paul Marsden SYZYGY Consumer Psychologist @marsattacks p.marsden@syzygy.net
  2. 2. How do we communicate AI to clients and consumers? 2
  3. 3. 10 recommendations for how to communicate AI 3 http://think.syzygy.net/ai-report
  4. 4. 10 recommendations for how to communicate AI 4 http://think.syzygy.net/ai-report
  5. 5. The Problem 5
  6. 6. The Problem 6
  7. 7. The Problem 7
  8. 8. The Problem 8
  9. 9. The Problem 9
  10. 10. 10
  11. 11. The Solution 11 Statement of AI Marketing Ethics We believe in the positive potential of artificial intelligence to build trust in marketing. We use AI to improve marketing transparency, honesty and fairness, and to eliminate false, manipulative or deceptive content 1. Lorem ipsum dolor sit amet, te verear eruditi civibus sea. Ex mei duis eirmod assueverit, dicam possim lucilius pri ea. Denique propriae qui cu. 2. Vel ei dignissim scripserit. Mei an assum prompta dolores. Iudico prompta sit an, iudico viderer labores vix at. Vis cu nihil volumus. 3. In mei bonorum platonem reformidans, his no munere laudem. Ex diam corpora sed, ea paulo dolore hendrerit eam. 4. Saperet necessitatibus cum eu. Cum ea tollit bonorum, scripta deleniti te vel. Mucius repudiare sit ne, eu est postea audiam persequeris. Sensibus vituperatoribus ex eos. 5. Pro no natum brute nobis, adhuc reprehendunt duo an. Eum cu harum perpetua, per quis postulant consulatu te. Sit doming noster inermis ut, veri inani democritum usu ad. Denique platonem an duo. 6. Ei senserit facilisis moderatius eum, eu pro nulla corrumpit mnesarchum, platonem consulatu eam ne. Ei falli conceptam est, ea minimum sententiae cotidieque mea, at sint argumentum intellegam sit. 7. Quo eu scaevola praesent, cu pri tollit semper. At phaedrum antiopam eam. His et tollit verterem. 8. Duis ullum graece at nam. Ne oratio aperiam contentiones pri, dico graece est eu, delectus invidunt interpretaris mei ad. 9. Nam id movet elitr labores, constituam accommodare ut has, vivendum voluptatum mel cu. Quidam verear expetenda ut mea, decore dignissim eos in, te ius wisi quodsi. 10. Vim vidit pertinax te, sed solum tibique forensibus an. Congue phaedrum facilisis pri no. Est ei ferri primis, persius blandit eum an. Our AI Marketing Tenets
  12. 12. 1. Develop a charter for the safe, transparent and responsible use of AI across marketing 12
  13. 13. Ideas for Statement of AI Marketing Ethics 13 Do no harm AI technology may not be used to deceive, manipulate or in any other way harm the wellbeing of marketing audiences Build trust AI should be used to build rather than erode trust in marketing. This means using AI to improve marketing transparency, honesty and fairness, and to eliminate false, manipulative or deceptive content Do not conceal AI systems should not conceal their identity or pose as humans in interactions with marketing audiences Be helpful AI in marketing should be put to the service of marketing audiences by helping people make better purchase decisions based on their genuine needs through the provision of clear, truthful and unbiased information
  14. 14. People want AI in marketing to be regulated… 14 25% 75% Yes No 8% 92% Do you feel that brands should need your explicit consent before they use AI when marketing to you? Do you believe the use of AI in marketing should regulated with a legally-binding code of conduct? Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  15. 15. 21% 73% 6% More positive No different More negative 17% 77% 6% 28% 67% 5% And if we respect our audiences they have little problem with AI in marketing 15 You discover that your favourite brand is using AI to tailor offers, ads and recommendations to your personal preferences. How do you feel about the brand? You discover that the latest ads from your favourite brand have been created by AI rather than humans. How do you feel about the brand? You discover that your favourite brand is using AI instead of humans to offer customer service and support. How do feel about the brand? Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  16. 16. People are familiar with AI and believe it is already affecting their lives 16 58% 42% 59% 41% 82% 18% Yes No 48% 52% Recall seeing A.I, in the media in past month Use AI virtual assistant such as Siri or Alexa Have interacted with a chatbot Believe life is already affected by AI Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  17. 17. 2. Provide clear, trustworthy and compelling evidence about the positive benefits that AI can deliver 17
  18. 18. When you think about AI, which feelings best describe your emotions? 18 Anxious 18.4% Concerned 35.5% Confused 9% Excited 19.2% Fearful 15.3% Happy 3.6% Hopeful 19.1% Indifferent 8.9% Interested 46.3% Optimistic 20.7% Pessimistic 12.1% Sad 6.3% Sceptical 38.4% Suspicious 31.8% Threatened 14.3% Unsure 40.6% Worried 16.9% Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  19. 19. 3. Communicate clearly the problem that you solve 19
  20. 20. The Sea-squirt Principle* Intelligence evolved to do one thing. Solve problems. 
 Unless AI is a solution to a real problem, it’s not intelligent it’s dumb 20 *The sea-squirt eats its own brain when it has solved its main problem in life - finding a home. Illustrates what brains and intelligence are for. Solving problems. Unless AI solves a problem, it has neither intelligence, nor appeal.
  21. 21. 4. Position AI as convenience technology designed to make people’s lives easier 21
  22. 22. Over the next five years, what do you see as the main benefits of AI for you personally? 22 Save me time 35.3% Save me effort 10.8% Save me money 13% Save energy 7.2% Make things safer 18.6%Make things 
 more useful 12.1% Make things more enjoyable
 3.1% Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  23. 23. 5. Communicate AI as augmenting human intelligence rather than replacing it 23
  24. 24. What is your top fear or concern about possible AI threats or risks? 24 AI taking jobs 26.4% AI used in crime 12.5% AI eroding 
 personal privacy 9.1% AI taking 
 control 8.7% AI de-humanising 
 the world 12.8% AI making humans lazy 4.2% AI making 
 humans obsolete 7.7% AI turning 
 against us 10.1% AI making 
 mistakes 8.8% Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  25. 25. How much of your job could be automated by AI in the next five years? 25 All UK Women Men Millennials Gen X Boomers DE USA 36% 31% 28% 30% 42% 29% 36% 33% Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  26. 26. 6. Humanise AI with human name, female voice and a personality built around conscientiousness 26
  27. 27. Describe your perfect AI assistant 27 24% 18% 59% Female Male Robotic 31% 69% On Off 16% 84% On Off 9% 91% On Off 22% 78% Extraversion Agreeableness Conscientiousness Emotional Stability Openness 11% 20% 42% 17% 2% Physical health Emotional health Financial health 70% 57% 78% Voice Personality Emotional Intelligence Sense of Humour Coaching Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  28. 28. Describe your perfect AI assistant 28 conscientiousness efficient organised carefuldependable disciplined cautious practical systematic thorough dutiful orderly industrious controlled
  29. 29. 7. Consider opportunities for promoting AI as more than mere technology - a coach, counsellor or companion 29
  30. 30. 30 It is 2018. You discover that your partner has been having sex with the latest generation of sex robots. These anatomically-enhanced androids have programmable personalities, can hold conversations and are designed to fulfil sexual desires If your partner had sex with a sex robot without telling you, would you consider it cheating?
  31. 31. 31
  32. 32. AI is more than mere technology… 32 32% 68% Yes No If your partner had sex with a sex robot without telling you, would you consider it cheating? 71% 29% If you were privately offered a free trial with a sex robot, would you accept it? Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  33. 33. 8. Promote AI as deeply personal technology that always has the best interests of the user as its prime directive 33
  34. 34. 34 It is 2049. You are riding alone in a driverless car along Pacific Coast Highway. The autonomous vehicle rounds a corner and detects a crosswalk full of children. It brakes, but your lane is unexpectedly full of sand from a recent rock slide. It can't get traction. Your car does some calculations: If it continues braking, it will almost certainly kill five children. The only way to save them is to steer you off the cliff to your certain death. What should the car do?
  35. 35. 35 “ Mercedes-Benz executive Christoph von Hugo said that the carmaker’s future autonomous cars will save the car’s driver and passengers, even if that means sacrificing the lives of pedestrians, in a situation where those are the only two options. ” Fortune Magazine October 15, 2016
  36. 36. How do we communicate AI to clients and consumers? 36 46% 54% 71% 29% Yes No Should self-driving cars be programmed to sacrifice their own passengers when this minimises overall fatalities in an accident? Would you travel in a self-driving car programmed to minimise overall fatalities in an accident, even if this means sacrificing its own passengers? Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  37. 37. 9. Frame AI as a solution that helps people stay safe and secure 37
  38. 38. 38 It is the future. The armed forces have developed fully autonomous military drones that are weaponised and powered by AI 
 Should lethal autonomous weapon systems (LAWS) be permissible in armed conflict?
  39. 39. How do we communicate AI to clients and consumers? 39 41% 59% 56% 44% Yes No It is the future and the armed forces have developed fully autonomous military drones that are weaponised and powered by AI Should lethal autonomous weapon systems (LAWS) be permissible in armed conflict? It is the future and police have had success in using AI to predict criminal behaviour. Should the police be able to apprehend someone for questioning on the basis of this predictive policing technology alone? Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  40. 40. 10. Do not conceal the use AI in marketing or allow AI to conceal its identity and pose as a human (Blade Runner rule) 40
  41. 41. The Problem 41
  42. 42. People support a Blade Runner rule for AI in marketing 42 15% 85% Yes No Do you think it should be illegal for AI applications such as social media bots, chatbots and virtual assistants to conceal their identity and pose as humans? Base: General population sample of 2000 adults aged 18-65 in UK. WPP Lightspeed Online Consumer Panel: Fieldwork conducted Q3, 2017.
  43. 43. Let’s collaborate in creating a charter for AI in marketing 43 Statement of AI Marketing Ethics We believe in the positive potential of artificial intelligence to build trust in marketing. We use AI to improve marketing transparency, honesty and fairness, and to eliminate false, manipulative or deceptive content 1. Lorem ipsum dolor sit amet, te verear eruditi civibus sea. Ex mei duis eirmod assueverit, dicam possim lucilius pri ea. Denique propriae qui cu. 2. Vel ei dignissim scripserit. Mei an assum prompta dolores. Iudico prompta sit an, iudico viderer labores vix at. Vis cu nihil volumus. 3. In mei bonorum platonem reformidans, his no munere laudem. Ex diam corpora sed, ea paulo dolore hendrerit eam. 4. Saperet necessitatibus cum eu. Cum ea tollit bonorum, scripta deleniti te vel. Mucius repudiare sit ne, eu est postea audiam persequeris. Sensibus vituperatoribus ex eos. 5. Pro no natum brute nobis, adhuc reprehendunt duo an. Eum cu harum perpetua, per quis postulant consulatu te. Sit doming noster inermis ut, veri inani democritum usu ad. Denique platonem an duo. 6. Ei senserit facilisis moderatius eum, eu pro nulla corrumpit mnesarchum, platonem consulatu eam ne. Ei falli conceptam est, ea minimum sententiae cotidieque mea, at sint argumentum intellegam sit. 7. Quo eu scaevola praesent, cu pri tollit semper. At phaedrum antiopam eam. His et tollit verterem. 8. Duis ullum graece at nam. Ne oratio aperiam contentiones pri, dico graece est eu, delectus invidunt interpretaris mei ad. 9. Nam id movet elitr labores, constituam accommodare ut has, vivendum voluptatum mel cu. Quidam verear expetenda ut mea, decore dignissim eos in, te ius wisi quodsi. 10. Vim vidit pertinax te, sed solum tibique forensibus an. Congue phaedrum facilisis pri no. Est ei ferri primis, persius blandit eum an. Our AI Marketing Tenets
  44. 44. Thanks! 44 http://think.syzygy.net/ai-report

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