The report, headed "Sizing the prize", establishes that for many businesses to grow, they need to make strategic investments into artificial intelligence technology. This is based on the premise that to stimulate consumer demand, product enhancements are required. Here artificial intelligence platforms can drive greater product variety, such as increased personalization, attractiveness and affordability of products over time. The emphasis upon personalization reflects a drift towards niche products, tailored to the specific consumers and a move away from mass production models in some sectors. In total, PwC calculated that artificial intelligence could contribute up to $15.7 trillion to the global economy by 2030.