A new study from Prolego found a new and growing group — the AI native, defined by their ability to build relationships with the surrounding AI. They have an intuitive understanding of the rules of AI and how to shape it for their needs. They co-create with artificial intelligence and are willing to invest in it over time. They see AI not as an amenity but as something that makes their lives more comfortable, convenient and connected. This change in behaviors, values, and mindsets is moving the business benchmark from digital experiences to AI relationships. In this transition, many companies are feeling the encroaching threat of irrelevance.
The most surprising finding was that 40% of consumers believe the only reason significant AI integration hasn’t occurred yet is because the needed AI innovation doesn’t exist yet. But it has. Consumers not only engage in daily interactions with Google Home and Alexa, but also rely on smart services for grocery delivery, online shopping, banking, and more. Companies that don’t adopt AI as old-fashioned, and nearly two-thirds believe AI will have a positive impact over the next ten years.