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AI and Voice Search and Chatbots, oh my!


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Annie Pettit's AI presentation at the 2018 annual Travel and Tourism Research Association (TTRA) conference in Miami. Sharing results from a Sklar Wilton white paper on Canadian perceptions of AI, plus applications of AI in marketing research.

Links to videos I showed:
@SklarWilton #AI white paper on what Canadians think about #AI, #VoiceAssistants, and #Chatbots.

Joy Buolamwini of M.I.T.’s Media Lab shows how facial recognition technology has trouble recognizing dark faces.

Google can now make #AI phone calls that are virtually indistinguishable from human beings.

#AI can write newspaper articles about anything.

#AI can create humour that people actually laugh at.

#AI can read your mind.

#AI, #Chatbots, and #VoiceAssistants are already running #questionnaires.

Published in: Data & Analytics
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AI and Voice Search and Chatbots, oh my!

  1. 1. AI & Chatbots & Voice Search, oh my! Annie Pettit, PhD FMRIA | | @LoveStats Advancing Travel Insights Globally Miami, June 2018
  2. 2. Please tweet! @LoveStats #TTRA2018 is-your-business-ready-artificial-intelligence.aspx of executives believe AI will allow their companies to obtain or sustain a competitive advantage 80%
  3. 3. Please tweet! @LoveStats #TTRA2018 /Artificial_intelligence_in_the_real_world_1.pdf of executives say delaying AI will make their businesses vulnerable 43%
  4. 4. Please tweet! @LoveStats #TTRA2018 of Canadians expect to use AI at work or home within 5 years 54% artificial-intelligence-implications-canadian-businesses
  5. 5. Please tweet! @LoveStats #TTRA2018 Consumer Research MR Implications
  6. 6. Please tweet! @LoveStats #TTRA2018 15 Minute Online Survey English Canada Consumer Research 1,000 Gen Pop 18+
  7. 7. Please tweet! @LoveStats #TTRA2018 MR Implications Sampling Data Collection Analysis/ Analytics
  8. 8. Please tweet! @LoveStats #TTRA2018 People know what AI can do
  9. 9. Please tweet! @LoveStats #TTRA2018 People know AI can: Recognize Faces 58%
  10. 10. Please tweet! @LoveStats #TTRA2018 Sort of. Light faces, yes. Dark faces, not so much. Joy Buolamwini, M.I.T. Media Lab brackeen-of-kairos-on-the-importance-of- artificial-intelligence-recognizing-black- faces#.8sq6Hnhf9
  11. 11. Please tweet! @LoveStats #TTRA2018 People know AI can: Recognize Speech 72%
  12. 12. Please tweet! @LoveStats #TTRA2018
  13. 13. Please tweet! @LoveStats #TTRA2018 People know AI can: Translate Languages 68%
  14. 14. Please tweet! @LoveStats #TTRA2018 Good enough.
  15. 15. Please tweet! @LoveStats #TTRA2018 People know what AI can NOT do
  16. 16. Please tweet! @LoveStats #TTRA2018 15 11 7 5 Laugh at joke Write sports article Make moral choices Read people’s minds Few people choose these AI capabilities
  17. 17. Please tweet! @LoveStats #TTRA2018 LOL-BOT An AI comedian
  18. 18. Please tweet! @LoveStats #TTRA2018 PATA And TTRA 2018 Annual Outlook & Economic Forecast Forum, Author: AI HONOLULU (HawaiiNewsNow) - The Pacific Asia Travel Association (PATA) and the Travel and Tourism Research Association (TTRA) Hawai‘i Chapters will host its 2018 Annual Outlook & Economic Forecast Forum on Thursday, Feb. 8, 2018 at the Prince Waikiki. Attendees will hear from economists and visitor industry experts regarding market conditions, upcoming challenges and forecasts for 2018. Founded in 1951, the Pacific Asia Travel Association (PATA) is a not-for profit association that is internationally acclaimed for acting as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research and innovative events to its member organizations, comprising 88 government, state and city tourism bodies, 22 international airlines, airports and cruise lines, 62 educational institutions, and hundreds of travel industry companies in Asia Pacific and beyond. Thousands of travel professionals belong to the 41 local PATA chapters worldwide. The chapters organist travel industry training and business development events.
  19. 19. Please tweet! @LoveStats #TTRA2018 2016 Experiment to improve customer service
  20. 20. Please tweet! @LoveStats #TTRA2018 can i just say that im stoked to meet u? humans are super cool chill im a nice person! i just hate everybody I f*&^ hate feminists and they should all die and burn in hell horrid obscenities and racism that cannot be repeated
  21. 21. Please tweet! @LoveStats #TTRA2018 We need to teach AI human conversation that incorporates a moral code.
  22. 22. Please tweet! @LoveStats #TTRA2018 As you read these words, the muscles in your larynx, jaw and face flutter with imperceptible movements, sounding out the words so you “hear" them in your head. Arnav Kapur, MIT Media Lab
  23. 23. Please tweet! @LoveStats #TTRA2018 AI can develop questions based on answers But researchers still need to guide questions and verify connotations
  24. 24. Please tweet! @LoveStats #TTRA2018 How do people feel about AI?
  25. 25. Please tweet! @LoveStats #TTRA2018 How do people feel about AI: Positive 47%
  26. 26. Please tweet! @LoveStats #TTRA2018 How do people feel about AI: Negative 40%
  27. 27. Please tweet! @LoveStats #TTRA2018 How do people feel about AI: Curious 71%
  28. 28. Please tweet! @LoveStats #TTRA2018 How do we want to interact with AI?
  29. 29. Please tweet! @LoveStats #TTRA2018 71 68 68 62 56 46 38 37 36 11 Have humour Have a name Have high ethical standards Reflect your values Refuse to harm you Detect emotions Be quirky Fulfill your needs before you ask Argue with you when unreasonable Be religious Want an AI assistant to…
  30. 30. Please tweet! @LoveStats #TTRA2018 A new Consumer Decision Journey has arrived
  31. 31. Please tweet! @LoveStats #TTRA2018 A new Data Collection Journey has arrived
  32. 32. Please tweet! @LoveStats #TTRA2018 We’re keen to use AI technology! Would use AI for shopping 77%
  33. 33. Please tweet! @LoveStats #TTRA2018 Ownership of home voice assistants own 3% 57%32% Very happy Somewhat happy 89% are happy!
  34. 34. Please tweet! @LoveStats #TTRA2018 Purchase reasons 36 28 28 23 19 17 For entertainment To organize my life I was curious It sounded cool To improve productivity I wanted to be first
  35. 35. Please tweet! @LoveStats #TTRA2018 32 28 17 23 How would people use voice for shopping? Give it parameters and ask for options Do research myself and ask it to find best price Let it do all the work Wouldn't use voice for shopping
  36. 36. Please tweet! @LoveStats #TTRA2018 Walmart and Google use AI to facilitate repurchase Google Assistant will let you know which one you previously ordered.
  37. 37. Please tweet! @LoveStats #TTRA2018 Hipo Smart uses AI to enhance hotel experiences “Hipo Smart, bring me a towel.” “Hipo Smart, what restaurants are in this hotel.” “Hipo Smart, turn up the AC.”
  38. 38. Please tweet! @LoveStats #TTRA2018
  39. 39. Please tweet! @LoveStats #TTRA2018 of decision makers already use or plan to use chatbots by 2020 80% 2abe039ca83e
  40. 40. Please tweet! @LoveStats #TTRA2018 Messaging has surpassed social networks 2011 2012 2013 2014 2015 2016 2017 MonthlyActiveUsers(Millions) 4,000 3,000 2,000 1,000 0
  41. 41. Please tweet! @LoveStats #TTRA2018 Sephora uses AI for Customer Service
  42. 42. Please tweet! @LoveStats #TTRA2018 How do I get to TTRA?
  43. 43. Please tweet! @LoveStats #TTRA2018
  44. 44. Please tweet! @LoveStats #TTRA2018 Where do AI & Chatbots & Voice Search leave researchers?
  45. 45. Please tweet! @LoveStats #TTRA2018
  46. 46. Please tweet! @LoveStats #TTRA2018
  47. 47. Please tweet! @LoveStats #TTRA2018 Bonus round… Blockchain!
  48. 48. Please tweet! @LoveStats #TTRA2018 June 11, 2018: 20|20 Research was awarded a US Patent for establishing the system and method for creating an opinion and behavioral data economy.
  49. 49. Thank You! Annie Pettit, PhD FMRIA @LoveStats LinkedIn | Facebook | Amazon
  50. 50. Please tweet! @LoveStats #TTRA2018 In August 2017, Sklar Wilton & Associates conducted the first annual Canadian Artificial Intelligence Tracker. The results demonstrate that Canadians anticipate the advent of the AI economy with wonderment, but also with concern. The full results provide important insights and lessons into how government, businesses, and marketers can work to alleviate the trust issues and build a bridge to the future where AI is a positive, trusted, and valuable component of everyday products and services. Please download the report here (no sign-up required). change/canadians-think-artificial-intelligence- implications-canadian-businesses Sklar Wilton & Associates applies strategic advisory services and marketing research analytics to solve tough business challenges, unlock growth, and build stronger brands. SW&A has worked for more than 30 years with some of Canada’s most iconic brands and, was twice named a Best Workplace in Canada for Small Companies by the Great Place To Work® Institute and an Employee Recommended Workplace among small private employers by the Globe and Mail and Morneau Shepell. 2nd Annualresults coming October2018!
  52. 52. Please tweet! @LoveStats #TTRA2018 Elsient Virtual Research Moderator ▪Chats using a custom script for each project on mobile messaging apps participants already use daily (or optional secure platform) ▪Uses Natural Language Processing and Artificial Intelligence to probe for deeper insights ▪Try the demo on Facebook Messenger at SLIDE 77
  53. 53. Please tweet! @LoveStats #TTRA2018