It is a truism that consumers cannot envision what they never have seen, so perhaps it is not too surprising that artificial intelligence smartphone features people say they want are augmentations or enhancements to features they already use.
source: YouGov
Consumer surveys might provide more-relevant feedback for existing products that might be enhanced in some way using AI or other digital technologies.
Product | Description | Reason for Lack of Consumer Insight |
Smart Sleep Mask | A sleep mask that uses sound and light therapy | Consumers may not fully understand the benefits of sleep tech. |
AR Navigation Glasses | Glasses providing augmented reality navigation | Difficulty in envisioning practical daily use and advantages. |
Wearable Stress Monitor | A device that tracks stress levels and suggests coping methods | Lack of awareness about stress management tools. |
Personalized Nutrition App | An app that tailors meal plans to individual genetics | Consumers might not be aware of how genetics affect nutrition. |
Modular Smart Furniture | Furniture that can be reconfigured for various needs | Novelty in furniture concepts may confuse potential users. |
Biodegradable Phone Cases | Eco-friendly cases that decompose after use | Limited consumer knowledge about environmental impacts of plastics. |
Virtual Reality Fitness Games | Immersive games that promote physical activity | Skepticism about fitness benefits of gaming; unfamiliarity with VR. |
Smart Pet Feeder | Automatic feeder that dispenses food on schedule | Pet owners may not see the value of automation in pet care. |
Language Translation Earbuds | Real-time translation via wireless earbuds | Consumers might not grasp the practical applications in daily life. |
Holographic Displays | 3D displays for personal and professional use | People may not fully understand how holography can enhance experiences. |
But there arguably is more difficulty ascertaining consumer demand for products that did not exist in the past, even if, in some cases, digital versions of previous analog consumer goods were introduced. The iPod might have been “revolutionary” in the music player category, but people already were familiar with portable music-playing devices.
Smartphones already existed before the Apple iPhone, but the ease of use was a major advance. E-book readers were a new appliance concept, but the advantages of immediate content downloading, similar to the advantage of music player content downloading, might have eased consumer acceptance, even if nobody really had experience using such a device in the past.
Product | Company | Category | Description |
iPod | Apple | Digital Music Player | Revolutionized how people listen to music with a portable device and iTunes. |
iPhone | Apple | Smartphone | Combined a phone, iPod, and internet communicator, transforming mobile tech. |
iPad | Apple | Tablet Computer | Created a new segment between smartphones and laptops for media consumption. |
Apple Watch | Apple | Smartwatch | Integrated fitness tracking, notifications, and health monitoring in a wearable. |
AirPods | Apple | True Wireless Earbuds | Popularized wireless earbuds, emphasizing convenience and sound quality. |
Kindle | Amazon | E-Reader | Pioneered the e-reader market, changing how people consume books digitally. |
Nest Learning Thermostat | Nest (now Google) | Smart Thermostat | Introduced smart home technology that learns user preferences for energy saving. |
Fitbit | Fitbit | Fitness Tracker | Created a category for wearable fitness technology focused on health tracking. |
Oculus Rift | Oculus (now Meta) | Virtual Reality Headset | Brought immersive VR experiences to consumers, paving the way for gaming and more. |
Microsoft Surface | Microsoft | 2-in-1 Laptop | Blended laptop and tablet functionality, creating a new form factor for devices. |
The point is that most AI innovations are extrapolations from what we already know. In most cases that is likely useful, but also unlikely to create a platform for whole new industries with new value propositions and products.
As a corollary, it also is virtually impossible to quantify demand for such innovations, as consumers would not be able to envision their use of the new products, even if innovators can try to describe them.
New Product Category | Year Introduced | Difficulty of Evaluating Consumer Demand |
Smartphones | 2007 | High |
E-cigarettes | 2003 | High |
Smart speakers | 2014 | Medium |
Ride-sharing services | 2009 | High |
Virtual reality headsets | 2016 | High |
Meal kit delivery services | 2012 | Medium |
Cryptocurrency | 2009 | Very High |
Electric scooters (sharing) | 2017 | Medium |
Streaming media services | 2007 | Medium |
Wearable fitness trackers | 2009 | Medium |
At least so far, AI features for lots of products are appearing. It remains unclear whether any of those adaptations will decisively change product demand. For example, observers speculate about the ability of Apple Intelligence to spur sales of Apple iPhones. But each new generation of iPhones creates sales volume for other reasons.
Each new generation of iPhone typically features a mix of technological advancements, design updates, and features.
Camera Upgrades; better displays; longer battery life; updated operating systems; faster processors and handset designs (colors, bezels, materials) tend to be the focus. Apple Intelligence is such an enhancement, but so far seems focused on enhancing existing iPhone functions.
We still do not see a breakthrough use case that redefines the category or creates a new category. And even if such a use case were to emerge, consumers would not be able to provide much useful feedback about demand.
