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Bot F delity A Digitas Future of Retail Report Foreword Digitas commissioned this research to bring bot shopping to life. Today, only a small percentage of shopping is conducted via a virtual agent; but in 3-5 years from now people will regularly turn to an AI-assisted bot to perform any number of tasks, especially shopping. In fact, ComScore is predicting that 50% of all searches will be voice searches by 2020. This project helps us all to imagine what that future looks like by giving real people an experience of shopping with a virtual assistant who really knows them, can guide them and make decisions on their behalf. What we’ve gained is a rich understanding of the kind of interactions people want and need from their retail bots. “The numbers are pretty startling. It’s quite likely that in just a few years time as much as 20% of purchases will be done on people’s behalf via a virtual agent - this could be invisible and automated, via a bot, or like the Amazon dash. it's a future which is fast approaching” –Lorenzo Wood, Chief Innovation Officer, Digitas. Richa Rohira Matthew Barlow Clemence Lafeuille Katherine Giovanni Tom Chatfield Lorenzo Wood WhatsApp shopping diaries Bot research and script writing Deep dive interviews Final in-depth interview with respondent Personal scrapbooks Shopping tasksx 2 over Skype Digitas Survey via OnePulse Bot handover of respondent info Bot interaction filmed Respondent debrief video after each task Margaret Andrew Alex Katie Nicola Gloria Maria Stevi Peter Methodology We paired nine respondents across three life stages (young family, kid- -free, empty nest) and three UK locations (London, Bristol and Manchester) with a personal retail bot. Together they performed a series of shopping tasks with voice as the primary medium and email for support. The twist is that our retail bots weren’t actually bots at all, we chose to simulate the personalised, emotionally intelligent shopping service of the future by using three very intelligent (and well-briefed) humans. This ‘human first’ approach meant that the respondents overcame the usual barriers to new technology and were able to focus on the deeper emotional story instead. 9 Empty Nest Pod respondents Gen Y Pod Family Pod 3 bots 3 experts The approach “I’m open to the idea of a bot - I tend to look out for recommendations on Facebook and social media and it’s just like that really.” –Kate, Bristol, Respondent: Parent Pod “Back in the day people just wanted access to an Elton John concert, that hard-to-get-into restaurant, or run the odd errand. Now the internet has made it like a small town and expectations are higher than ever.” –Katherine Giovanni “The thing about automation is that people always think they don’t need it, but then they try it, get used to it and then decide it’s the best thing ever. We see it in the automotive industry with optional features such as auto dipped headlights or wipers. Very quickly people can’t imagine life without them.” –Lorenzo Wood, Chief Innovation Officer, Digitas They love the idea! Introduction to the Findings Let’s fast forward to 2023. By now almost every home has its own virtual assistant- whether on a dedicated device like Amazon Echo or via an app - and people feel as comfortable interacting with a personal bot as they do interacting with a smartphone today. Voice control interfaces will be everywhere and a big chunk of shopping will be done by an AI-assisted agent on the consumer’s behalf. Sound scary? Not to our respondents. They can’t wait for this future to materialise. Desperate for an acolyte to help them keep up, they see the bot as a route to overcome daily frustrations, make better choices, take tasks off their phone screens and, overall, get closer towards life fulfilment. It’s why Katherine Giovanni, author and expert in the concierge industry knows there’ll always be a need for her sector: “Everyone is trying to squeeze 36 hours into a 12 hour day.” Some turn to a concierge and others will turn to their virtual agent. If that agent can tackle just some of these chores, then the research confirms they will accept the bot with open (slightly desperate) arms. Methodology Introduction The opportunity Bot as coach Bot as innovator Bot as curator Bot as ally Conclusion Behind the scenes “The numbers are pretty startling. It’s quite likely that in just a few years time as much as 20% of purchases will be done on people’s behalf via a virtual agent - this could be invisible and automated, via a bot, or like the Amazon dash. it's a future which is fast approaching” –Lorenzo Wood, Chief Innovation Officer, Digitas.