September 21st, 2017 by Sam Del Rowe

Brands that aren’t using artificial intelligence technology are at risk of falling behind, according to a study from OMD EMEA in partnership with Goldsmiths, University of London. The study indicates that shoppers are increasingly expecting high-quality, personalized experiences, and suggests that artificial intelligence technology can deliver those experiences.

The study surveyed more than 15,000 consumers across 13 European countries and yielded several findings regarding customers’ experience with artificial technology in retail. Nearly twice as many consumers reported being familiar with artificial intelligence technology as unfamiliar, with nearly a quarter already suing the technology via a device or app and a further 41 percent wanting to get one. Additionally, just 17 percent of consumers said that they would reject help from artificial intelligence across retail sectors. However, 47 percent admitted that they would be less patient if they knew they were interacting with the technology.

With these points in mind, the study suggests that brands focus on a few things when implementing artificial intelligence technology including where to insert artificial intelligence technology in the communication process, when humans should take over, and how to make the whole process as seamless as possible.

“As an industry, we need to turn the bundle of technologies described as AI into services that people can care about, such as their insurance app or their cinema chatbot. It needs to be an upgrade to apps, ecommerce, and so on,” Jean-Paul Edwards, director of strategy and product development at OMD EMEA, said in a statement.

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