AI and Voice Search and Chatbots, oh my!

AI & Chatbots & Voice Search, oh my!
Annie Pettit, PhD FMRIA | AnniePettit@gmail.com | @LoveStats
Advancing Travel Insights Globally
Miami, June 2018

Please tweet! @LoveStats #TTRA2018
https://www.bcg.com/en-ca/publications/2017/strategy-technology-digital-
is-your-business-ready-artificial-intelligence.aspx
of executives believe AI will
allow their companies to
obtain or sustain a
competitive advantage
80%

https://www.eiuperspectives.economist.com/sites/default/files
/Artificial_intelligence_in_the_real_world_1.pdf
of executives say delaying AI
will make their
businesses vulnerable
43%

of Canadians expect
to use AI at work or
home within 5 years
54%
https://www.sklarwilton.com/planning-for-change/canadians-think-
artificial-intelligence-implications-canadian-businesses

Consumer
Research
MR
Implications

15 Minute
Online
Survey
English
Canada
Consumer Research
1,000
Gen Pop
18+

MR Implications
Sampling
Data
Collection
Analysis/
Analytics

People
know what
AI can do

People know AI can:
Recognize
Faces
58%

Sort of.
Light faces, yes.
Dark faces, not
so much.
Joy Buolamwini, M.I.T. Media Lab
https://mic.com/articles/188099/brian-
brackeen-of-kairos-on-the-importance-of-
artificial-intelligence-recognizing-black-
faces#.8sq6Hnhf9

People know AI can:
Recognize
Speech
72%

People know AI can:
Translate
Languages
68%

Good enough.

People know
what AI can
NOT do

15
11
7 5
Laugh at joke Write sports
article
Make moral
choices
Read people’s
minds
Few people choose these AI capabilities

LOL-BOT
An AI
comedian
https://www.youtube.com/watch?v=Vhe-JOP7PCs

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.
http://articlecreator.fullcontentrss.com/index.php

2016
Experiment to
improve
customer service

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

We need to teach
AI human
conversation that
incorporates
a moral code.

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
https://www.youtube.com/watch?v=RuUSc53Xpeg

AI can develop
questions based
on answers
But researchers still
need to guide questions
and verify connotations

How do
people feel
about AI?

How do people feel about AI:
Positive
47%

Negative
40%

Curious
71%

How do we
want to
interact
with AI?

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…

A new
Consumer
Decision
Journey
has arrived

A new
Data
Collection
Journey
has arrived

We’re keen to use AI technology!
Would use AI
for shopping
77%

Ownership of home voice assistants
own
3%
57%32%
Very
happy
Somewhat
happy
89% are happy!

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

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

Walmart and Google use AI to
facilitate repurchase
Google Assistant
will let you know
which one you
previously ordered.

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.”

of decision makers
already use or plan to
use chatbots by 2020
80%
https://medium.com/odyns/80-of-businesses-want-chatbots-by-2020-
2abe039ca83e

Messaging has surpassed social networks
2011 2012 2013 2014 2015 2016 2017
MonthlyActiveUsers(Millions)
4,000
3,000
2,000
1,000
0
http://www.businessinsider.com/the-messaging-app-report-2015-11

Sephora uses AI for Customer Service

How do I get to TTRA?
https://www.facebook.com/kayak/

Please tweet! @LoveStats #TTRA2018 http://elsient.com/demo

Where do
AI &
Chatbots &
Voice Search
leave
researchers?

Please tweet! @LoveStats #TTRA2018 https://www.greenbook.org/PDFs/GRIT_Q1-Q2_2018_Final_Report.pdf

Bonus round…
Blockchain!

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.

Thank You!
Annie Pettit, PhD FMRIA
AnniePettit@gmail.com
@LoveStats
LinkedIn | Facebook | Amazon

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).
https://www.sklarwilton.com/planning-for-
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!

VOICE ACTIVATED QUALITATIVE MODERATION

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 elsient.com/demo
SLIDE 77

https://www.greenbook.org/PDFs/GRIT_Q1-Q2_2018_Final_Report.pdf

AI and Voice Search and Chatbots, oh my!

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AI and Voice Search and Chatbots, oh my!