How artificial intelligence is pushing man and machine closer together

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April 2017


With more than $5 billion in 605 deals of VC investment over last 2 years, artificial intelligence (AI) is poised to have a transformative effect on consumer, enterprise, and government markets around the world. While there are certainly obstacles to overcome, consumers believe that AI has the potential to assist in medical breakthroughs, democratize costly services, elevate poor customer service, and even free up an overburdened workforce. We dug deeper into those perceptions through an online survey of consumers and business decision makers, and an expert salon with thought leaders in the field. This original research unpacks key ways AI may impact our world, delving into its implications for society, service, and management.

View interactive summary of findings

Key findings

Amplifying society: Humans 2.0

Despite the doomsday scenarios painted by Hollywood and news media, most consumers are optimistic about AI’s potential for good. More than half agree it will help solve complex problems that plague modern societies and help people live more fulfilling lives. On the other hand, less than half think it will harm people by taking away jobs and only 22% believe it will have serious, negative implications.

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Amplifying service: Cyborg concierge

Society as portrayed in the movie Her still seems like a far off vision, but consumers have seen what could be and they’re eager to get it. 42% percent of consumers already use digital assistants to help make their lives easier. That number rises to 72% among business execs and 53% among millennials.

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Amplifying management: The augmented C-suite

AI has the potential to optimize processes across organizations from business models to operations to strategic decision making. 67% see the future potential of AI to automate processes and optimize business efficiency and labor productivity. Already, 34% have seen the time saved from using a digital assistant free them up to focus on deep thinking and creating.

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Consumer Intelligence Series

The Consumer Intelligence Series is PwC's ongoing consumer focused research through which we gain directional insights on consumer attitudes and behaviors in the rapidly changing media and technology landscape.

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Anand Rao

Anand Rao

Global & US Artificial Intelligence and US Data & Analytics Leader, PwC US

Matthew Lieberman

Matthew Lieberman

Chief Marketing Officer, PwC US

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