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Field
Randomization Method
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Before
Stratified randomisation done in office by a computer (using Stata software)
Depending on applicants' profile, stratify by firms size band/subsector or even how far along firms are in the persuasion stage (moving towards adoption already - to be determined in baseline survey, pre-randomisation).
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After
Stratified randomisation done in office by a computer (using Stata software)
Stratify by firms size band and subsector (Retail vs Hospitality).
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Field
Intervention (Hidden)
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Before
This trial will seek to understand what type of intervention (light-touch versus more targeted) works for encouraging SMEs to adopt cutting-edge but tried and tested artificial intelligence (AI) technologies, and stimulating innovation and productivity improvements more broadly.
In particular, the study will test two methods of catalysing the adoption of chatbots and marketing automation technology in London’s retail and hospitality sectors.
Stream 1 is a market convening methodology and stream 2 is a more targeted intervention based on the idea access to independent, tailored advice and some financial support is needed in order to increase uptake of AI amongst SMEs.
We hypothesise that these interventions will address various barriers to adoption differentially. We categorise the main barriers as knowledge and motivation (internal capacity), financing constraints and risk aversion. In general, Stream 2 addresses the internal capacity constraints to a larger degree, while also providing some financial support and tailored advice which might reduce actual or perceived risk.
This experiment will thus provide insight into how much 'hand holding' is necessary to increase adoption of a poorly understood technology, which in turn will shed light on the cost effectiveness of approaches to increasing adoption.
Specifically, the interventions will involve the following:
• Stream 1: SMEs will be invited to attend a dedicated event where they hear from AI vendors via case studies and live demonstrations. This would be held in a conference room within CognitionX’s CogX festival which creates efficiencies that allow us to increase sample size, and also makes the event more attractive which should reduce the likelihood of non-attendance.
• Stream 2: SMEs will be provided with advice from a dedicated case worker, on a one to one basis. This will involve support in order to understand the potential ROI, reduce the need for the SME to have a relatively high level of pre-acquired technical understanding of AI in order to make a purchase decision and to overcome the aversion to the investment risk associated with cutting edge technologies. This stream will kick start with an event/webinar by the caseworker providing introductory information and setting firms some "homework" to maximise the usefulness of the one to one support. SMEs will also be given a £750 voucher which they can spend to trial technologies considered to be within scope of the study.
• Control group: We will also incentivise involvement in the project for all companies (including those in the control group) by giving all who sign up access to a 'Guide to AI for SMEs' document prepared by CognitionX. This implies that all participants in this programme, including the control group, get a minimal level of intervention that is likely to have some impact on knowledge/awareness.
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After
This trial will seek to understand what type of intervention (light-touch versus more targeted) works for encouraging SMEs to adopt cutting-edge but tried and tested artificial intelligence (AI) technologies, and stimulating innovation and productivity improvements more broadly.
In particular, the study will test two methods of catalysing the adoption of chatbots and marketing automation technology in London’s retail and hospitality sectors.
Stream 1 is a market convening methodology and stream 2 is a more targeted intervention based on the idea access to independent, tailored advice and some financial support is needed in order to increase uptake of AI amongst SMEs.
We hypothesise that these interventions will address various barriers to adoption differentially. We categorise the main barriers as knowledge and motivation (internal capacity), financing constraints and risk aversion. In general, Stream 2 addresses the internal capacity constraints to a larger degree, while also providing some financial support and tailored advice which might reduce actual or perceived risk.
This experiment will thus provide insight into how much 'hand holding' is necessary to increase adoption of a poorly understood technology, which in turn will shed light on the cost effectiveness of approaches to increasing adoption.
Specifically, the interventions will involve the following:
• Stream 1: SMEs will be invited to attend a dedicated event where they hear from AI vendors via case studies and live demonstrations. This will be held in a central London venues.
• Stream 2: SMEs will be provided with advice from a dedicated case worker, on a one to one basis. This will involve support in order to understand the potential ROI, reduce the need for the SME to have a relatively high level of pre-acquired technical understanding of AI in order to make a purchase decision and to overcome the aversion to the investment risk associated with cutting edge technologies. This stream will kick start with an event hosted by the caseworker providing introductory information and setting firms some "homework" to maximise the usefulness of the one to one support. SMEs will also be given a £750 voucher which they can spend to trial technologies considered to be within scope of the study. This will also be held in a central london venues.
• Control group: We will also incentivise involvement in the project for all companies (including those in the control group) by giving all who sign up access to a 'Guide to AI for SMEs' document prepared by CognitionX. This implies that all participants in this programme, including the control group, get a minimal level of intervention that is likely to have some impact on knowledge/awareness.
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