Understanding Late Adopters Perceptions of AI Integration

The Challenge

Understanding the mindsets, attitudes and experiences of AI among late adopters so that our client can position AI tools in meaningful ways that drive engagement.

“In an era where AI moves faster than anyone can keep up, tech companies must understand how people use it to stay ahead of the curve. Our client needed to explore perceptions of AI’s current and future impact, as well as their experiences of AI within the client’s current products, to inform product development, as well as marketing and communications.

 

The Approach

To uncover these insights, we spoke with both current AI users and non-users through in-depth focus groups. Our approach focused on exploring their core needs and perceptions of several “ways in” to AI that the tech company was innovating. We specifically probed how relevant these potential AI integrations felt in people’s daily lives — exploring where it was most exciting and useful, as well as areas where it fell short (or, wasn’t desired at all!)

The Impact

Our analysis uncovered strengths and weaknesses of each proposed AI integration. These insights provided the tech company with clear guidance on the most effective use cases to drive trial and use among late adopters — essential for driving growth over time.