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Users of Artificial Intelligence(AI) speakers are largely satisfied with the products, but some of the AI features including voice recognition and daily conversation need to be improved. 2017-12-22

Users of Artificial Intelligence(AI) speakers are largely satisfied with the products, but some of the AI features including

 voice recognition and daily conversation need to be improved.

As the 4th Industrial Revolution has become a significant issue socially and

economically, more AI-based products than ever now have been introduced. On this account, the Korea Consumer Agency (KCA) conducted a survey of consumers’use of AI-based voice recognition products (hereinafter referred to as, ‘AI speaker*’).

* AI speaker: a speaker-type home appliance which provides a wide variety of services relating to music, weather, traffic,

  shopping(online shopping, food delivery), and IoT by recognizing individual users’ voices.

 

Classification

Content

Survey respondent

300 users of 4 major domestic and foreign AI speakers*
* Giga Genie(KT), Nugu(SKT), Echo(Amazon), Home(Google) (in alphabetical order)

Survey method

requested an online market research provider to conduct a survey, 95% confidence level with a margin of error of ± 5.65%

Survey duration

June 21 ~ 30, 2017

 

Most respondents who used AI speakers for less than 3 months, frequently used ‘music’- and ‘weather & traffic information’-related services, and showed a high satisfaction level with the services. .

The survey of 300 users of 4 major domestic and

foreign AI speakers found that 67.7%(203) of the users

purchased the speakers out of ‘their curiosity about

AI-based products’. In that same survey, 80%(250) of the

users said that they had used the products for

‘less than 3 months’.The survey also showed that the most

frequently used functions were ‘playing music(71.3%)’, 

‘weather and traffic information provision(41.0%)’,

and ‘Internet searches(40.3%)’ respectively.

With regard to consumer satisfaction level by function, ‘weather and traffic information provision’ gained the highest points(3.15), followed by ‘playing music(3.10)’ and ‘timer and schedule management(3.04)’ respectively. However, ‘daily conversation’, which is one of the core features of AI speakers, showed relatively low satisfaction level(2.78).

 

Consumers had high expectations of some functions including ‘daily conversation’ and ‘voice recognition’, but found them inconvenient in actual usage.

According to the survey, the AI speaker’s features highly preferred by the surveyed users before making a purchase were ‘easy and convenient voice recognition(46.3%)’, and ‘daily conversation(23.0%)’. However, 56.7% of the surveyed users said that they found ‘the voice recognition system had difficulty in understanding their voices’. In addition, 45.7% said ‘they had trouble in communicating with the AI speakers’, and 37.0% said ‘the voice-recognition system recognized noises as voice commands’.

 

A clear indication of important information in a rental/purchase contract, and a continuous effort to improve quality are needed.

The survey found that consumers had high expectations of the AI voice-recognition speakers because they were advertised as AI home appliances equipped with high-technology, but the users often had trouble in communicating with the AI speakers, and the voice-recognition system had difficulty in understanding the users’ voices depending on their particular pronunciations and intonations, and also recognized noises as voice commands. Therefore, it is necessary to provide consumers with sufficient information about the matters needing attention in the use of AI speakers, and continuously improve the quality of the speakers. In addition, it turns out that in some cases, a rental period and a period where a rental fee is charged are indicated differently in a speaker rental contract, so this inaccurate indication of the periods is also required to be improved.

 

Accordingly, the KCA plans to recommend business operators to inform consumers about the matters needing attention* in the use of AI speakers, and about consumers’ rights and responsibilities regarding a rental contract, to improve the AI speaker’s quality on a continual basis, and to provide a variety of consumer benefits including hardware upgrades. Furthermore, the KCA said that the consumers also need to carefully check out the core functions and capabilities that the AI speakers perform when they purchase them.

     * Recently, KT and SKT have accepted the KCA’s recommendations, and improved some of the matters needing attention in the use of their devices.

 

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