准备好了吗，人工智能已经到来（英文版）.pdf
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AI-Ready or Not: Articial Intelligence Here We Come! What Consumers Think & What Marketers Need to Know 1
WHAT CONSUMERS
THINK & WHAT
MARKETERS NEED
TO KNOW
AI-READY OR NOT:
ARTIFICIAL INTELLIGENCE
HERE WE COME!
AI-Ready or Not: Articial Intelligence Here We Come! 1
INTRODUCTION
In its most basic denition, “articial intelligence” (AI) is intelligence that is exhibited by
machines. It is frequently thought of as robotics but it actually encompasses a broader
range of technologies, including many that are in wide use today. From speech recognition
and search engines, to object recognition and gaming/learning systems, the application of
AI is only going to grow in our daily lives.
While the broad denition encourages exploration and drives innovation, the term “AI”
is increasingly applied to systems exhibiting a bare minimum of qualifying features or
mimicking other features to appear more “intelligent.” This parallels the rapid growth of real
world AI applications, resulting in varied consumer perceptions of what articial intelligence
actually is and presents an opportunity for ongoing consumer education.
There is no consensus on how to dene AI. But this may work to AI’s advantage. According
to Stanford University’s “One Hundred Year Study on Articial Intelligence (AI100)” report,
“Curiously, the lack of a precise, universally accepted denition of AI probably has helped
the eld to grow, blossom, and advance at an ever-accelerating pace. Practitioners,
researchers, and developers of AI are instead guided by a rough sense of direction and an
imperative to ‘get on with it.’”
1
BCC Research, a market research company covering science and technology, reports
that the global market for smart machines reached $6.6 billion in 2015. The market
should reach $7.4 billion in 2016 and nearly $15.0 billion in 2021, at a compound annual
growth rate of 15.0% from 2016 to 2021.
2
Thanks to such optimistic forecasts, rms in
the AI space are rapidly expanding. In the rst half of 2016 alone, over 200 AI-focused
companies have raised nearly $1.5 billion in equity funding, according to technology
market intelligence platform CB Insights.
3
According to an article in The Economist, large
technology companies are snatching up AI startups and recruiting academic researchers.
The piece also cites that in 2015, $8.5 billion was spent on AI companies, nearly four times
as much as in 2010.
4
CEOs of top Fortune 500 companies are even beginning to weave AI into their talking
points. In his essay published in Slate in June 2016, Microsoft CEO Satya Nadella laid
out “10 Laws of AI.” In the same month, Amazon founder and CEO Jeff Bezos offered his
insights on the potential of articial intelligence to change everything from shopping to
driving (2016 Code Conference).
In AI-Ready or Not: Articial Intelligence Here We Come!,
Weber Shandwick examines AI from a consumer perspective,
augmented with how well marketers are aligned with those
perspectives and how they see things from a business
vantage point.
1
“Articial Intelligence and Life in 2030.” One Hundred Year Study on Articial Intelligence: Report of the 2015-2016 Study Panel, Stanford University, September 2016
2
BCC Research, “Smart Machines: Technologies and Global Markets,” 2016
3
CB Insights, “Articial Intelligence Explodes: New Deal Activity Record For AI Startups,” 2016
4
“The Return of the Machinery Question,” The Economist, June 25, 2016 (print edition)
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