Data quality and security are the key challenges companies face in developing and selling products and services with artificial intelligence built in, according to a new Accenture study.

In the course of developing AI- and digital technology-embedded products and solutions, the key challenge is data quality (51%), followed by cyber security (45%) and the choice of making or partnering to develop an AI product (45%).

The study comprised a survey of 500 C-level and director level executives from 500 companies in six countries with revenue of $500 million or more.

Businesses said the key value drivers for their organization to embed AI and other digital technologies into their products are customer loyalty (82%), insights on product and service usage (82%), cost reduction (73%) and increased revenue opportunity (73%).  The majority (55%) also saw AI as providing a competitive advantage.

As a result of including artificial intelligence in its product and services, companies expect to change after-sales services to customers (64%), sources of profitable revenue (64%) and the customer value proposition (55%).