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An analysis of the consumer AI findings from Ovum’s Digital Consumer Insights 2018: Smart Living survey, covering 5,093 consumers across five markets, including an examination of the implications and recommendations for consumer service providers.


  • The voice interface is the primary way in which consumers interact with AI-powered digital assistants, yet many users are frustrated by the experience because digital assistants fail to understand them, do not recognize who is talking, or get commands wrong.
  • Consumers are particularly concerned about AI security breaches of various kinds (54%), unreliable AI systems (39%), data privacy (30%), and – related to this – the dawn of a "big brother" society (40%).

Features and Benefits

  • Discover how much consumers really know about AI, and how this differs by market and age group.
  • Learn about what consumers see as the key benefits of AI and the scenarios where it could be the most useful.
  • Understand what worries and concerns consumers most about AI.

Key questions answered

  • What do consumers think about AI, and how does this differ across markets and ages?
  • Where do consumers see the biggest benefit of AI, in different countries and by different demographics?
  • What worries consumers most about AI?

Table of contents


  • Introduction
  • Download 1: Digital Consumer Insights 2018: Consumer AI

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