Circana Launches Advanced Capabilities to Size AI PC Market and Track Adoption Rates
02 July 2024 - 7:33PM
CHICAGO — July 2, 2024 — Circana™, a leading advisor on the
complexity of consumer behavior, announced the launch of
capabilities that measure the fast-growing artificial intelligence
personal computer (AI PC) market, tracking size and adoption rates
for both businesses and consumers. With this expanded capability,
Circana is providing a multiyear forecast for AI PCs enabling
clients to better anticipate demand, plan distinctive new product
features and collaborate with industry resellers and retailers to
better understand future needs, requirements and opportunities.
Circana’s AI PC definition focuses on devices with components
that facilitate a local AI-driven user experience or AI workload.
As the AI PC market evolves, so will this definition and
segmentation. Core to Circana’s approach was to add attribution for
NPUs (neural processing unit) with TOPS measurements along with
performance grade GPUs (graphic processing unit) enabling the most
comprehensive analyses of the AI PC universe.
“Circana’s new capabilities allow our partners to measure a
complete 360-degree view of what’s happening within the broader AI
PC market, including sizing and forecasting the market by channel,
brand and product, targeting AI PC buyers, directing media
investment at them, and measuring lift from those efforts,” said
Ian Hamilton, president, Global Technology, Home, Office Supplies,
Circana. “AI is and will continue to be a rapidly evolving segment
of the tech space, and this analysis will be critical to the
industry’s ability to evolve with it.”
Key AI PC trends that stand out in the initial data include:
- AI PC Adoption in
2024. Eight percent of notebooks units purchased YTD qualify as
AI equipped PCs, with the GPU being the key qualifier. Two percent
of those products have an NPU included of 40 TOPS or above.
- Consumer
Adoption. While AI PCs are in the early stages of the
deployment phase, consumers (mostly content creators) have a
clearer understanding of the value proposition and use cases AI PCs
bring than more general-use consumers
- Business
Adoption. Businesses are adopting AI PCs faster than consumers
driven by a clearer understanding of specific use cases within
specific functions and certain sector verticals
“Circana empowers our partners to win with AI, anticipating our
clients' need to understand the unique dynamics occurring in the AI
market,” said Mike Crosby, executive director and industry advisor,
IT and B2B, Circana. “AI PCs hold immense potential for both
consumers and businesses, and we are at the very beginning stages
of development.”
For more insight into Circana’s
complete view of B2B Technology, please visit
https://www.circana.com/industry-expertise/b2b-technology/.
Janine Marshall
Circana
516-625-2356
janine.marshall@circana.com