Here's how many shoppers think AI is 'creepy'

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Here's how many shoppers think AI is 'creepy'

By Louisa Hallett - 06/27/2018
RichRelevance's 4th annual “Creepy or Cool” survey shows that 80% of consumers demand Artificial Intelligence transparency.

Shoppers are increasingly uncomfortable about the potential privacy violations associated with augmented reality (AR) and Artificial Intelligence (AI).

RichRelevance's 4th annual “Creepy or Cool” survey shows that 80% of consumers demand Artificial Intelligence transparency. The survey provides insight into consumer preferences on new technology being used by retailers to enhance the consumer experience, and involves 1,037 U.S. consumers.

The survey reveals that 2 out of 3 Americans (67%) report that they are at least familiar with the term. One in 3 responders (32%) are at least somewhat positive about AI, but a majority of responders (81%) believe that corporations are obligated to tell consumers that they’re using AI and what they are doing with its accumulated information.

“Consumers generally know that data is being collected about them and that they are benefiting from AI. However, consumers are increasingly expecting brands and retailers to be transparent about when and how they’re using AI in their interactions,” said Mike Ni, CMO of RichRelevance. “As a result, companies are increasingly under pressure to adopt explainable and open AI systems that provide clear insight into how and why decisions are being made. Traditional black box, closed AI solutions are just not an option anymore.”

Other information asked of respondents involved them sharing their opinions on specific technologies that improve their shopping experience, as well as identifying significant generation gap differences on what is deemed “creepy” to older generations versus what is deemed “cool” to millennials. 

See the RichRelevance survey data here.