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In The News

How Hackers Crippled Iran’s Financial System

July 01, 2025

The Wall Street Journal

artificial intelligence

We looked at a second study that just released from a market research company called Parks Associates that also found a little more hesitancy to buy a product if AI were mentioned. It wasn't like it was a kiss of death to say AI. It was that people were a little less inclined to buy it. Basically, it didn't help their cause, but it didn't send people running away from the product.

The second study by Parks, the market research study, they spoke to about 4,000 people on this question. Very similar question about, "Would you be more inclined to buy if had AI?" And they found a clear difference among ages. So the younger groups, say in their 20s up to 40s, were more disposed to buy something if it had AI in it. And then, you get into the 65-year-old group and they were less so. So it could be that what we're seeing reflects the current market. But in the future, AI may end up being a bonus.

Another thing that I learned from Parks as well is that people would appreciate AI in home security things, like a Ring doorbell kind of thing. Because anything that would help them get better information and maybe assess a danger could be something that the researcher thought that they would be positively disposed to it.

From the WSJ podcast, "How Hackers Crippled Iran’s Financial System"

Previously In The News

A new vacuum can alert you to incoming text messages. Why?

"The appliance category becoming connected does add a lot of opportunities to provide new information to a consumer," says Elizabeth Parks, the president and chief marketing officer at Parks Associate...

The Transformation of Making, Storing, and Keeping Energy Reliable

“Since the 1980s, energy efficiency has been one of the key drivers of home automation, which is what it was called back then,” said Elizabeth Parks, president and CMO at research group Parks Associat...

Streaming in 2025 Isn’t the Bargain It Used to Be

A recent Parks Associates report found that nearly half of U.S. households subscribe to five or more streaming video services, and 23% subscribe to eight or more. The bottom line? Cutting the cord...

‘Severance’ Workplace Thriller Gives Apple a Much-Needed Hit

Apple TV+ has historically been more reliant on creating standout content than its competitors, said Jennifer Kent, vice president of research at market intelligence firm Parks Associates, and it rema...

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