Do Consumers Trust Advice Generated by Artificial Intelligence?

July 25, 2019

It doesn’t seem that long ago that artificial intelligence (AI) was a fantasy that made for thrilling sci-fi movies. Now, AI has become an everyday part of life, with marketers using it for anything from content personalization to gaining customer insights – and also chatting with customers online. However, customers are not necessarily ready for AI to take complete control over their interactions, as illustrated by a new survey from Invoca. The research indicates that half (52%) of US customers feel frustrated with companies that only provide automated communications with no offer of human interaction.

In fact, very few (16%) of the more than 2,000 US adults surveyed say they enjoy a fully automated, non-human, communication experience with companies, while 18% say the experience makes them angry. Although businesses may be opting to not have an option for customers to interact with a human, companies are also getting the message that customers at least want to be informed if they are speaking to a human or AI.

That being said, US adults have differing levels of comfort when it comes to trusting AI-generated advice, depending on the industry. About half (49%) of respondents say they would trust advice from AI for retail and 38% said they would trust AI-generated advice regarding hospitality. However, where trust tends to drop off considerably is with advice for healthcare (20%) and financial services (19%).

Age is also a factor when it comes to trusting AI-generated advice. In general, younger consumers tend to be more trusting of advice coming from AI, with 80% of 18-34-year-old respondents trusting AI compared to 62% of those respondents 35 years old and older. The gap is even more pronounced when looking at more sensitive advice like healthcare and financial services. Some 22% (each) of 18-34-year-olds say they trust advice generated through AI for these industries while only 10% (each) of respondents 65 years old and older could say the same.

About the Data: The survey was conducted online within the United States by The Harris Poll on behalf of Invoca from May 9-13, 2019 among 2,048 U.S. adults ages 18 and older. The survey was not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This