This study will also identify how AI is changing perception in International context through Google and in Indian context via TCS. It will be interesting to study if AI is changing our perception about how we perceive a brand based on factors like Application Values, Ethical Values, Social Value, Development Values, etc.
7. CUSTOMERS POV
● According to PWC Survey,
close to 58–74% or more
of the participants
indicated that the
likelihood of AI aiding
socioeconomic causes and
the government taking
steps towards their
application is high.
13. S. No. Literature Title Publisher Highlight
1 The Customer
Experience of AI
Altimeter Prophet
Group, 2017
5 Principles - Utility, Empathy and Respect, Trust,
Fairness and Safety, Accountability
2 Long-Term Trends
in the Public
Perception of
Artificial Intelligence
Association for
the Advancement
of Artificial - AAAI
2017
The study highlights how people perceive AI, what
are their expectations, sentiments, concerns and
covers the risks often associated with AI such as
losing control of AI or the Ethical concerns.
3 What Consumers
Really Think About
AI: A Global Study
Pegasystems Inc,
2017
It identified three key areas that business should
focus on - Bringing a more human-like touch,
Increasing Transparency, Ensuring data privacy
4 Artificial Intelligence:
Touchpoints with
consumers
PWC, 2018 This survey highlight the factors such as Awareness,
Trust and Data privacy associated with AI from both
customer and employers perspective
5 AI Today, AI
Tomorrow
ARM | NorthStar,
2017
Awareness and Understanding, Prospects of an
AI future, Concerns and Security, Impact on Jobs,
Form and Communication, Application of AI
18. Validating the collected data
o Cronbach’s Alpha = 0.8 – 0.9 = Excellent Reliability
o Cronbach’s Alpha = 0.7 – 0.8 = Fair Reliability
o Cronbach’s Alpha = < 0.7 = Not Acceptable
For AI Variables For Google and TCS Variables
20. For AI Variables
The shape of frequency distribution for majority of variables is bell
shaped
Skewness for 75%(26) of the variables is between -0.5 and 0.5(Refer
Appendix – C1) and for others it lie between -1.0 and 1.0
Kurtosis for 88% (30) of the variables is < 1 and less than 3 for others.
This signifies that the data follows normality.
BELL
SHAPE
CURVE
SKEWNESS KURTOSIS
21. For Google and tcs Variables
The shape of frequency distribution for majority of variables is bell
shaped
Skewness for 98% (53) of the variables is between -1.0 and 1.0 (Refer
Appendix – C2).
Kurtosis for all the variables is < 1.
This signifies that the data follows normality.
BELL
SHAPE
CURVE
SKEWNESS KURTOSIS
23. For AI Variables
Since p>0.05 for
all the factors of
AI, accept Ho
which signifies
that mean and
variances are not
significantly
different for
males and
females
24. For Google Variables
Since p>0.05 for
all the factors of
AI, accept Ho
which signifies
that variances
and means are
not significantly
different for
males and
females
25. For TCS Variables
Since p>0.05 for
all the factors of
AI, accept Ho
which signifies
that variances
and means are
not significantly
different for
males and
females
29. Impact of demographics on AI Factors
Summarization of One
Way Annova
Factors Impacted by Age Impacted by Profession
Impacted by Work
Experience Impacted by Industry
Awareness Yes No Yes No
Utility No No Yes No
Empathy and RepsectNo No No No
Trust No No Yes No
Fairness and Safety No No No No
Accountability No No No No
30. Impact of demographics on google Factors
Summarization of One Way
Annova
Factors Impacted by Age Impacted by Profession
Impacted by Work
Experience Impacted by Industry
Application Value No No No No
Interest Value No No No No
Ethical Value No No No No
Economic Value No No No No
Social Value No No No No
Psychological Value No No No No
Good Opportunities No No No No
Development Value No No No No
31. Impact of demographics on tcs Factors
Summarization of One Way
Annova
Factors Impacted by Age Impacted by Profession
Impacted by Work
Experience Impacted by Industry
Application Value No No No No
Interest Value No No No No
Ethical Value No No No No
Economic Value No No No No
Social Value No No No No
Psychological Value No No No No
Good Opportunities No No No No
Development Value No No No No
33. Correlation between factors of AI and google
Summary Of Correlation Table
AI Factor EB Google Factor Correlation
Utility
Application Value Moderate and Positive
Interest Value Moderate and Positive
Psychological Value Low and Positive
Good Career Opportunities Low and Positive
Empathy and Respect Interest Value Low and Negative
Fairness and Safety
Economic Value Low and Negative
Psychological Value Low and Negative
Good Career Opportunities Low and Negative
34. Correlation between factors of AI and tcs
Summary Of Correlation Table
AI Factor EB Google Factor Correlation
Awareness Psychological Value Low and Negative
36. For AI Variables
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of
Sampling Adequacy.
.709
Bartlett's Test of
Sphericity
Approx. Chi-
Square
1757.9
86
df 561
Sig. .000
43. =?
Google -
● Impact of AI Moderate
● AI Factors like Utility, Trust,
Empathy and Respect, and
Fairness and Safety affected
the Overall Brand Value of
Google
TCS -
● Impact of AI is almost nil
● No AI factor emerged significant
which impacted Overall Brand
Value of TCS
