Here to stay?
An interview mit Sascha Pallenberg
Dear Sascha, Artificial intelligence is considered the driving force behind many new generations of devices. What role does AI already play today as a selling point for end consumers—and where is it still more of a “nice-to-have”?
AI has become a commodity. We simply expect all devices that have been called “smart” for the past 10 years, simply because they are connected to the internet, to now be exactly that. Namely, smart, helpful, efficient. Especially when it comes to all the tasks we don’t like to do, the ones that seem tedious to us.
For me, robot vacuum cleaners are the perfect example. They have been around for many years, but the quality of the results has improved immensely.
In addition to AI, connectivity also plays a crucial role in smart everyday life. How do you assess the current state of interoperability? Are there now standards that make it easier for consumers to make their systems interoperable? Will compatibility continue to be a decisive criterion when making a purchase?
Thanks to “Matter,” so much has changed. I just wonder how many consumers even know what “Matter” is. Instead of communicating and educating, the Amazons, Apples, and Googles of this world put their logos on product pages because they assume that consumers don’t know any better. However, it is not at all clear that Matter is used by all these manufacturers and that the products are therefore interoperable.
I would like to see more consensus and visibility for Matter, because compatibility is, of course, a purchasing criterion.
Many consumer tech products generate personal data. How do you view the issue of data protection in connection with AI-supported and optimized devices? In your opinion, how sensitive are end consumers when it comes to AI-supported products? To what extent do customers think about data protection?
We scroll through 50 pages of terms and conditions without reading them. We share our locations with Apple and Google and don’t think about what happens to that data. And we talk to chatbots as if they were our own partners.
We finally need comprehensive education. I can even imagine warnings like those on cigarette packs: Warning, your data will be stored in unsecure US clouds by this product.
It’s a great idea: it would be simple, clear, and universally applicable. Clarity that is lacking in many areas today. Many products now advertise AI features, but not always with clear evidence of their benefits. How relevant do you think the accusation of “AI washing” is – and how can consumers tell whether the added value is real?
AI is the new @ sign. In other words, it’s what was supposed to illustrate “something to do with the internet” at the end of the 90s. Here, too, I call for clear information about which models are being used and what supposedly makes them smart. We need transparency, because that creates understanding and trust.
Finally, in your opinion, which three factors will have the strongest influence on consumer tech purchasing behavior over the next five years?
Clearly, price/performance is still THE purchasing criterion. But sustainability and upgradeability are also becoming increasingly relevant. Questions such as: How long can I really use my “smart device” and how long will the manufacturers support it? are increasingly coming to the fore. And, of course, design and build quality. Another classic.
I wish I could also say: data security, supply chains, and how easy it is to recycle. But (unfortunately) we still need extensive PR campaigns for that.
The interview with Sascha Pallenberg was conducted by Marie-Charlotte von Heyking from GFU Consumer & Home Electronics GmbH.
