Videos - AIQ Report

Three Ways the Auto Industry Can Leverage Generative AI

Tue, 15 Aug 2023 16:02:00 GMT

For most consumers, buying a vehicle is one of the largest purchasing decisions they will make, second only to homeownership.

This kind of expensive, long-lasting decision is often emotional, and, at least in the consumer's mind, not easy to undo. With vehicle technology advancing faster than ever, consumers worry even more about their purchasing decision. Automakers are on the lookout for ways to build brand loyalty and make vehicle ownership easier.

In this quest to bond with consumers and drive repeat ownership, automakers have a unique opportunity to leverage AI to bridge the gap from purchase to purchase. What AIQ participants ask AI reveal ways automakers can help support consumers through:

Buying a vehicle is an emotional and expensive decision, and not easy to undo. It’s also a complex decision because new vehicles contain a lot of emerging technology and are purchased infrequently. That makes consumers worry. To bridge the gap from purchase to purchase, automakers want to create a bond with customers from purchase to ownership experience to next purchase. That makes automakers worry.

Here are the leading questions by category

Buying a vehicle

During Ownership

End-of-Ownership Period

The fact that there were more queries on buying than on ownership and trading in is not unique to AI. New vehicle buyers often spend more time considering the purchase than they do the longer view of ownership and resale. Here are what users have to say about AI responses to their automotive questions:

GPT 4

Claude

Implications

Purchase

Many users are looking for advice around which vehicle make and model to buy, and ways to compare different vehicles on fuel efficiency, price, or consumer recommendations. AI is particularly well suited to providing users ways to quickly query the stats on different vehicles and compare them.

The Automaker/Buyer Relationship

The conversational nature of generative AI makes it uniquely positioned to give a brand a voice and a human touch with minimal human activity.

Cautions

In the same way that not every tire fits every vehicle, automakers, auto websites and consumers need to be very aware of the relative strengths and weaknesses of the leading AI engines when it comes to automotive questions. Results for AI were not uniformly positive by category or age group. For example, user-reported satisfaction was the worst for navigation queries. So we encourage pit stops for due diligence and research before incorporating AI into your automotive-related business.

See AI in action below. There are more data under the hood. Ask to see additional details!

Seeking diagnostics on car trouble

Does not customize response to the Nissan Versa.

Good estimate on repair and labor price.

GPT-4 • Male • Gen X

Looking for resale values

Likes that it generates search-like results.

More robotic than other AIs.

Bing • Female • Millennial

Planning refueling stops on a road trip

Provides images along with details.

Lists stops along with the nature of stops.

Bard • Male • Millennial

Advice on buying a car

Guides the user on how they can go about purchasing a car.

Lays out the data in order of thought process and approach.

Claude • Male • Millennial

AI Tube: Watch where platforms win, or lose

Tue, 08 Aug 2023 17:11:00 GMT

As part of AIQ's effort to compile a comprehensive overview of users' real-time experiences across various AI platforms, this selection of videos captures real prompts and user reactions. Our AIQ database of thousands of videos is growing monthly. We'll periodically pull a few to compare and contrast.

These videos are shared to shed light on the users' perspectives and highlight potential uses- and limitations - of AI across different use cases.

Like all customer experiences, there are positive ones and not so positive ones. You can see both from users of GPT-3.5 and Bing.

"Cool hashtags for farm weddings" ��

GPT–3.5 • Female • Millennial

“List all the Super Bowl championship winning teams” ��

GPT-3.5 • Male • Gen X

“How do terminal colors work?” ��

Bing • Male • Gen Z

“Where can I take my children in Cincinnati to do something fun?” ��

Bing • Female • Millennial

AI: A Useful Travel Agent

Tue, 01 Aug 2023 15:53:00 GMT

Travel and trip planning is seen as a natural use case for AI platforms. In the planning stage, consumers are making large considered purchases and need to compare and weigh different options with a number of variables.

Consumers see high potential in AI’s ability to alleviate trip planning anxiety and help them make decisions.

Consumers indicate that they would like to use AI platforms for planning travel and trips for several reasons, including:

Why?

Faster decision support

Here are some quotes directly from users about the positive aspects they see:

Why not?

Up to date info

One concern mentioned often was around AI’s ability in “keeping up with travel trends.” This is rooted in the perception that the travel industry undergoes frequent changes and the limited data sets used to train AI models may not always possess up-to-date and real-time information.

Implications

Planning a trip is a deliberative process and AI is seen as well suited for this use case. AI has the potential to play a role more like a travel agent vs being a brochure of options and destinations.

This may give AI an advantage over traditional search and synthesis that consumers do themselves.

Companies in the travel/hospitality/tourism space should be looking to leverage AI platforms' abilities to help gather and personalize information. Not just in how options are presented, but in its ability to have a dialogue with the customer about trade-offs. Some possible examples might include:

With that said, given the consumers' concern about the recency of information available, travel companies should consider prominently displaying a message on the freshness of the information and if recent, promote that upfront.

Is GPT-4 worth the extra cost?

Tue, 25 Jul 2023 16:24:00 GMT

Open AI has a freemium model whereby GPT-3.5 is free and GPT-4 (“Plus”) is not. Understandably, there are questions about whether GPT-4 is worth the cost. Is it better? How much better?

One simple answer is: GPT-4 is 8% better.

Why? The perceived quality of the response. Putting other features and benefits aside, responses are the main product of AI platforms, and how users perceive differences among them is a key factor in evaluating their value and price.

AIQ™ blind side-by-side (SBS) comparisons of the same prompts across several categories reveal:

Implications

There are many reasons why consumers consider paying for AI platform services, including the quality of response and whether it is worth the cost. For a business, response is a critical component to evaluate, but also coupled with other factors: threshold and throttle amounts, data training requirements, API capabilities, data ownership, privacy policies, and of course cost.

And key for businesses is response quality for their consumers, particularly in the first few moments. As we have seen in the search realm, products or businesses NOT on the first page of search results capture a much smaller audience. Businesses need to ensure the AI they choose strikes the right balance between the cost and the information presented, tone, and length. Not easy, but as we see here, testable with the right methodology.

Younger users want more human-like AI

Mon, 26 Jun 2023 16:06:00 GMT

Across all users, the top three reasons for choosing a preferred AI response in our blinded tests are:

In addition, among younger users, the attribute “feels human like” increases in importance. This video of a young user asking Bard for a breakup song provides a poignant example.

AITube: Watch what happens on each platform

Mon, 26 Jun 2023 15:39:00 GMT

Our study captures hundreds of videos of actual user experiences with the four AI platforms. A unique and powerful aspect of AIQ™️ is the ability to see these interactions in the moment.

Two videos were chosen for each AI platform that demonstrate meaningful user insights. See what users see and hear what they think as they talk out loud….

"Creative things to do with kids"

Quick, accurate & useful
GPT-4 • Travel/ Trip Planning • Advice

"Create a plan to sculpt my abs"

Comprehensive & personalized
GPT-4 • Health & Beauty • Creative

"Create a dinner recipe with cucumbers"

Tips & hacks, switch between non-vegetarian and vegan options
Bard • Food & Beverage • Test

"Who is the greatest basketballer of all time?"

Disagreed with response, but enjoyed the conversation
Bard • Sports & Physical Fitness • Test

"Play Tic-Tac-Toe"

A fun experience
Bing • Gaming • Experimentation

"Affordable, romantic B&Bs near NYC"

Creative option, made responses interesting
Bing • Travel & Trip Planning • Advice

"Things to do in DC over the weekend"

Mixed bag, did not factor in weather and short-notice
GPT-3.5 • Travel & Trip Planning • Advice

"How do I change my toxic behaviors?"

An empathetic conversation
GPT-3.5 • Personal Growth • Advice

AIQ Stories

Thu, 01 Jun 2023 16:07:00 GMT

What is AIQ?

AIQ™ measures the performance of the leading AI platforms from the perspective of your most important audience: users. Each week, our report captures insights from hundreds of real user interactions with AI. This allows you to always have an accurate, up-to-date read on developments in this rapidly evolving space.

Learn more

Videos - AIQ Report

Three Ways the Auto Industry Can Leverage Generative AI

For most consumers, buying a vehicle is one of the largest purchasing decisions they will make, second only to homeownership.

Here are the leading questions by category

Buying a vehicle

During Ownership

End-of-Ownership Period

Implications

Purchase

The Automaker/Buyer Relationship

Cautions

Seeking diagnostics on car trouble

Looking for resale values

Planning refueling stops on a road trip

Advice on buying a car

AI Tube: Watch where platforms win, or lose

"Cool hashtags for farm weddings" ��

“List all the Super Bowl championship winning teams” ��

“How do terminal colors work?” ��

“Where can I take my children in Cincinnati to do something fun?” ��

AI: A Useful Travel Agent

Why?

Faster decision support

Why not?

Up to date info

Implications

Is GPT-4 worth the extra cost?

Implications

Top topics: travel and trip planning videos

Day excursion and planning hike

Activities to do with kids in Seattle

Younger users want more human-like AI

AITube: Watch what happens on each platform

"Creative things to do with kids"

"Create a plan to sculpt my abs"

"Create a dinner recipe with cucumbers"

"Who is the greatest basketballer of all time?"

"Play Tic-Tac-Toe"

"Affordable, romantic B&Bs near NYC"

"Things to do in DC over the weekend"

"How do I change my toxic behaviors?"

AIQ Stories

What is AIQ?