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Todo El Mundo Habla De Los Asistentes Virtuales, Pero ¿Cómo Los Utilizan Realmente Los Usuarios?

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Todo El Mundo Habla De Los Asistentes Virtuales, Pero ¿Cómo Los Utilizan Realmente Los Usuarios? Todo el mundo habla de los asistentes virtuales, pero ¿cómo los utilizan realmente los usuarios? 32nd Human Computer Interaction Conference, July 2018 Dr Marta Pérez García Sarita Saffon López Héctor Donis https://doi.org/10.14236/ewic/HCI2018.96 Todo el mundo habla de los asistentes virtuales, pero ¿cómo los utilizan realmente los usuarios? 1998), que simulaba la capacidad de toma de Resumen decisiones de los humanos. La década de 2010 llegó centrándose en los Los asistentes virtuales activados por voz están algoritmos de aprendizaje automático permitiendo a creciendo rápidamente en número, variedad y los ordenadores tener acceso a grandes cantidades visibilidad, impulsados por la cobertura de los medios, la de datos, retomando lo que se esperaba en la década comunicación corporativa y la integración en una de 1950 (Samuel, 1959; Koza, 1996). Este tipo de mayor variedad de dispositivos. Esta tendencia también aplicación a través de una interacción simplificada se ve probada por el hecho de que resulta difícil con juegos y pasatiempos es lo que permitió la encontrar, entre los usuarios de Internet, a alguien que no haya utilizado ni oído hablar de esta nueva adopción de IA a nivel de usuario. ¿Qué está tecnología. Dicho esto, hay una escasez visible de sucediendo hoy con la implementación de la IA en investigación académica sobre este tema. Por lo tanto, nuestro día a día? Uno de los muchos ejemplos de llevamos a cabo el presente estudio exploratorio de nuestras interacciones más cercanas y frecuentes investigación multinacional en aras de crear una base de con esta son los asistentes personales virtuales (Arafa conocimiento en relación con los asistentes virtuales y Mamdani, 2000). activados por voz basados en la inteligencia artificial. Concluye proporcionando información sobre el uso de Independientemente de la oleada de adopción de los cuatro principales asistentes virtuales activados por tecnología con asistentes virtuales, se han realizado voz (Siri, Google Assistant, Cortana y Alexa), pocos estudios sobre ellos, por lo que no ha podido comparando los asistentes virtuales más utilizados en desarrollarse una teoría. La mayoría de la información cada país y, finalmente, estableciendo la base para otras sobre asistentes virtuales proviene de sitios web de actividades de investigación. marcas o revistas en línea, pero es difícil encontrar fundamentos teóricos e hipótesis sólidas sobre los comportamientos de los usuarios en relación con 1. Introducción estas tecnologías, más allá de información sobre «las características más populares» o «nuevas El interés de los seres humanos por construir funcionalidades». Por ello, destacamos la necesidad máquinas capaces de razonar no es nuevo. De hecho, de realizar investigaciones formales sobre su uso real, debemos remontarnos al 300 a. C. para encontrar la las diferencias entre los asistentes y la forma en que historia de Talos, un autómata gigante hecho de varía su uso según la edad, el sexo o la cultura de los bronce que protegía la isla de Creta. Dejando a un lado usuarios. las leyendas, Ramón Lull exploró los primeros indicios de inteligencia artificial (IA) con la calculadora mecánica (calculus ratiocinator) alrededor de 1300 d. 2. Asistentes virtuales activados por C.; la cual, anticipaba aspectos de la máquina de Turing y buscaba hacer operaciones con conceptos, voz no solo números (Russell y Norvig 2009, pág. 16). Otro problema encontrado en la literatura es la Varios siglos más tarde, la investigación de la IA tomó ausencia de una terminología común: agentes de IA forma en la década de 1950 con un grupo de teóricos (Castelfranchi, 1998), asistentes virtuales (Martin y e investigadores, quienes predijeron que las Allende, 2015), asistentes inteligentes (Kiseleva et al, máquinas serían capaces, en tan solo unas décadas, 2016) y así sucesivamente. Lo que es importante es de llevar a cabo cualquier tarea que los humanos que, aunque se utilizan diferentes términos, todos se pudieran hacer (Simon, 1965; Minsky, 1967). Sin refieren a lo mismo. Con fines de este estudio, nos embargo, no fue hasta la década de los 80 que la referiremos a ellos como asistentes virtuales investigación en IA obtuvo el reconocimiento que activados por voz (VAVA por sus siglas en inglés). buscaba al lanzar los sistemas expertos (Jackson, 2019 © Telefónica Digital España, S.L.U. Todos los derechos reservados. Página 2 de 9 Todo el mundo habla de los asistentes virtuales, pero ¿cómo los utilizan realmente los usuarios? Para este estudio, hemos recopilado información de Google dio pistas sobre el futuro cuando afirmó estar cuatro VAVA clave: Siri (Apple), Google Assistant trabajando en su asistente para permitir las respuestas (Google), Cortana (Microsoft) y Alexa (Amazon). La visuales (LeFebvre, 2017), recopilar información de vista razón de esta elección es que todos han estado por lo para búsquedas a través de la cámara (Welch, 2017) o menos cuatro años en el mercado, por lo que son más enviar dinero (Miller, 2017). maduros que otros competidores, y, según la organización sobre estadísticas Statista (2018), Alexa 2.3 Cortana y Google reúnen el 87 % de la cuota de mercado global. Además, emplean el mismo tipo de interacción con los usuarios, la voz, y son bases de En abril de 2013, en la conferencia para datos de inteligencia artificial con voz. También son desarrolladores BUILD, Microsoft presentó su VAVA accesibles desde dispositivos asequibles y populares, Cortana, lanzado en enero de 2015. Microsoft define como portátiles, tabletas, teléfonos inteligentes o Cortana como un asistente digital personal que está dispositivos de marca propia, como Echo, de Amazon diseñado para ayudar a los usuarios a llevar a cabo (aunque es diferente respecto de los otros, nos tareas básicas, así como para proporcionar pareció interesante que Google y Apple se dirijan respuestas a sus preguntas. El enfoque de Cortana es también hacia este tipo de dispositivo, lo que podría funcionar en dispositivos con el sistema operativo de darnos una pista sobre las tendencias futuras). Estos Microsoft, sobre todo en ordenadores, aunque VAVA son la apuesta por la IA de cuatro de las también está disponible en los teléfonos inteligentes empresas más poderosas del mundo, por lo que es Android. Cortana puede programar alarmas o alertas, vital entender cómo se articula su uso. enviar recordatorios en función de la ubicación del usuario o responder preguntas sobre el tráfico y los resultados deportivos. 2.1 Siri Siri, el VAVA de Apple, se presentó en 2011, el primero 2.4 Alexa de su tipo y una amenaza competitiva para otras empresas, como Google (Barnett, 2011); recibió críticas En noviembre de 2014, Amazon presentó Alexa y positivas y negativas. Por ejemplo, algunas personas Amazon Echo en los Estados Unidos, aunque detectaron que Siri no era capaz de entender y ejecutar exclusivamente para los miembros de Prime. Se lanzó las tareas que los usuarios le estaban pidiendo que oficialmente en los Estados Unidos en 2015. Alexa es el hiciera, aunque sí pudieron prever su potencial (Siegler, primer asistente virtual activado por voz vinculado a un 2011). Actualmente, Siri puede ayudar a los usuarios a dispositivo doméstico independiente en lugar de establecer un recordatorio, una alarma o una cita del integrarse en dispositivos electrónicos existentes. calendario, dar información sobre el clima, llevar a los Amazon Echo llegó a Reino Unido y Alemania en usuarios a Google para encontrar una respuesta, hacer septiembre de ese año para ampliar su mercado y lograr una broma, etc. una adopción considerable del dispositivo. Por último, en junio de 2017, se presentó Amazon Echo Show en los Estados Unidos: un dispositivo de pantalla que 2.2 Google Assistant multiplica las funcionalidades que Alexa podría proporcionar con una nueva interfaz. Un diferenciador Los días en los que Google era solo un motor de clave de la estrategia de Amazon es el Alexa Skill Set, búsqueda han pasado a la historia. Uno de sus que permite a cualquier usuario diseñar, construir y lanzamientos más notables fue Google Now (2012), su lanzar una nueva funcionalidad en Alexa, como llamar a asistente personal inteligente que utiliza el lenguaje una cabina o cambiar el color de las luces inteligentes. natural para ofrecer búsquedas por voz. Sin embargo, no participaba en conversaciones bidireccionales, lo que representaba un inconveniente, por lo que en mayo de 3. Metodología y muestra 2016 se presentó Google Assistant como parte de Google Allo, una aplicación de mensajería. En 2017, 2019 © Telefónica Digital España, S.L.U. Todos los derechos reservados. Página 3 de 9 Todo el mundo habla de los asistentes virtuales, pero ¿cómo los utilizan realmente los usuarios? Telefónica, la multinacional de telecomunicaciones con de la mitad de los usuarios de internet afirman conocer sede en España, está profundamente involucrada en los VAVA (55,9 %) y más de una cuarta parte de ellos comprender y aprovechar las vastas oportunidades que señalan que los usan (27,9 %). Solo uno de cada diez la IA y los VAVA pueden aportar a la empresa, para dice que nunca han oído hablar de ellos (11,5 %) y una aportar valor adicional y ayudar a crear una nueva minoría los ha utilizado en el pasado, pero ya no (4,6 %). relación con sus clientes. Por lo tanto, el equipo de I+D llevó a cabo este estudio como parte de la exploración y el establecimiento de un punto de referencia del uso de VAVA en mercados importantes de Telefónica. La primera semana de diciembre de 2017 se enviaron 3749 cuestionarios en línea a un panel de usuarios en línea en siete países: Reino Unido, Alemania, España, Brasil, Argentina y Chile. También se incluyó a Estados Unidos, no solo como un líder en la adopción de VAVA, sino también para reunir datos sobre Alexa, que aún no está completamente introducido y establecido en varios de los otros mercados estudiados. La encuesta fue creada por el equipo de investigación y se componía de 11 preguntas de Figura 1: Distribución de conocimiento y uso de VAVA en los opción múltiple (excluidas las preguntas sobre siete países del estudio y total.
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