Artificial Intelligence

December 5, 2016

Previously known mostly as a construct of science fiction, artificial intelligence (AI) is quickly becoming an everyday convenience. In fact, for most consumers, there's likely some form of it within arm's reach right now — an AI ready to help with the most remedial of tasks. From basic personal assistants like Apple's Siri to sophisticated program's like IBM's Watson, AI systems are growing in their function and popularity and becoming a crucial central hub for the ever-expanding Internet of Things (IoT).

And smart brands are latching on. Uber customers can order a ride by starting a conversation with the company's Facebook Messenger chatbot. Apple users are able to automate nearly every connected device in their home through chats with Siri. On stage at the 2016 ANA Masters of Marketing Conference in October, Jim Speros, EVP of corporate communications at Fidelity Investments, gave a demonstration of how his company has partnered with Amazon to provide stock market information through the online retailer's AI, Alexa.

As consumers invite AI into their homes, marketers will need to figure out how their brands fit into the conversation. Here's a look at how consumers and marketers see AI, by the numbers.
— Andrew Eitelbach



$5.05 billion

How much the global AI market could be worth by 2020.


source: 2016 AI Market Study


Amiable Impressions

Generally, consumers have a positive outlook on how AI will affect society and their own personal lives.

Societal impact of AI


Personal impact of AI


source: 2016 Weber Shandwick and KRC Research study



1.8 billion

Global estimate of people using virtual digital assistants by 2021. That's a 361.5 percent increase from 390 million people in 2015.


source: 2016 Tractica Report



Millennials who say chatbots provide better, more efficient tech support than humans.


source: 2016 Inc. Report



Consumers who think AI would make a good travel guide.

source: 2016 Ericsson ConsumerLab Report




The year by which AI could double the annual economic growth rate in the U.S., translating to an additional $8.3 trillion in gross value added.

source: 2016 Accenture Research



Adoption Incremental

Rates of company executives using big data and AI together are not huge.

Respondents whose organizations use big data

Of those, respondents who have used AI

Of those, respondents who feel they're good at analyzing raw data to solve problems

source: 2015 Narrative Science Report



Accruing Interest

Advertising and marketing executives see IoT and AI as two of the most disruptive emerging technologies.


 Very Important   Somewhat Important   Not Very Important   Not At All Important


source: 2016 MediaPost Survey




This article first appeared in the December 2016 issue of ANA magazine.

Image credit: lead/

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