Cult Research: The Impact of AI and Virtual Assistants in Romania

Cult Research, a Romanian market research company, recently conducted a comprehensive study on the use of Artificial Intelligence (AI) and virtual assistants in people’s daily lives. The study showed that AI technology and virtual assistants have become an integral part of our digital society, bringing significant transformations in the HCI (human-computer interaction).

By Romanita Oprea

Artificial Intelligence, also known as “AI”, is a branch of computer science that aims to create systems and technologies that can simulate and reproduce the capabilities of human intelligence. AI uses advanced algorithms and mathematical models to understand, interpret and solve complex problems, such as voice and visual recognition, machine learning and autonomous decision-making. This continuous evolution has opened up new horizons and generated unexplored opportunities in various industries and sectors of society.

Virtual assistants represent an essential aspect of Artificial Intelligence. These virtual assistants are software applications that can interact with human users and provide assistance in various tasks and activities. They can be present on mobile devices and beyond. Virtual assistants can answer questions, perform tasks, provide personalized information, and even simulate a human conversation.

The study further revealed some essential aspects:

➢Among the respondents who declared that they interacted with a virtual assistant, most (59%) use it to request information on various themes or topics. At the same time, almost a third (28%) of those surveyed claim they have never interacted with a virtual assistant.

➢Almost all respondents (98%) claim to be familiar with the term “artificial intelligence”, and of these, most equate the term with robots, ChatGPT, technology and computers.

➢ChatGPT is used by half of the respondents, most women aged 26-39. Those who use this program the least are primarily women from the 40-55 age group.

“This innovative technology has the potential to completely change how we interact with computers and transform various industries and sectors of society. As such, it is important to understand and explore these opportunities to fully benefit from what AI has to offer,” explains Paul Acatrini, Managing Partner & Research Director of Cult Research.

This study was conducted online through CultIO, which provides access to a panel of over 40,000 respondents. The sample consisted of people aged between 18 and 55 from the urban environment with access to the Internet.

Cult Research is a Romanian market research company established 14 years ago. The company aims to provide empathetic consulting solutions through agile research, helping companies, institutions and non-governmental organizations (including international) to increase their performance by constantly adapting according to the consumer’s needs. The services offered are addressed to the most varied fields: agribusiness, banking, automotive, communication, public administration, FMCG, retail, etc.

Cult Research wishes to contribute to the smooth functioning of society by providing analysis and information on various topics of national interest. We use our expertise to provide information that can contribute to a better understanding of the preferences and behaviour of Romanian consumers. Thus, we participate in shaping a society in which the quality of life is constantly improved.

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