Consumer Behavior & Insights

• Targets & Segments
• Article

Lower AI Literacy Predicts Greater Receptivity to AI this Study Finds

• MSI

The study explores the relationship between consumers' AI literacy and their receptivity to this emerging technology. What is AI literacy you ask? This refers to a person's degree of objective knowledge about AI, while receptivity refers to the extent to which a consumer is interested in having AI complete tasks. The study finds that contrary to popular belief, people with lower AI literacy exhibit greater receptivity towards AI-based products and services. What’s more, this relationship persists across a broad range of receptivity measures.

The research offers both theoretical and practical contributions. Theoretically, it contributes to the growing literature on psychological responses to AI, by focusing on understanding whether systematic differences across individuals predict differences in AI receptivity. Practically, the results suggest that attempts to increase the adoption of AI-based products and services through targeting consumers with greater AI literacy or increasing knowledge of AI may not be the most effective.

Has TV Advertising Lost its Relevance?

• Posted: June 5, 2024

Coinciding with upfront week, the Wall Street Journal published an article about companies’ advertising strategies, considering the changes in media and audience behaviors. 

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Segmentation Perils

• Posted: February 29, 2024

These researchers identify frequently made mistakes when creating consumer segments to target certain groups. Still, they think that well-executed segmentations can help improve messaging and communication with customers.

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FORECASTING 2023: Managing Risk — How Businesses Can Get Better Visibility into the Near and Long-Term Future

• Posted: July 26, 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

• Past Event Highlights
• Article

How Businesses Can Get Better Visibility into the Near and Long-Term Future

• FORECASTING 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.