Publicis Sapient has released the results of a survey of 10,957 consumers in seven countries on how they view (and use) generative AI, and how brands can harness the new technology for the best possible return on investment with customer experience. The study, ‘Are consumers ready for generative AI?’ is part of Publicis Sapient’s annual 'Guide to Next' series of data-driven insights on global digital business transformation trends for 2024.
The study reveals that globally, whilst most consumers (78 per cent) have heard of Generative AI, only 30 per cent have actually used it. Consumers in the UK are the least likely to have used Generative AI tools personally or professionally (22 per cent) compared to consumers in APAC - Australia (38 per cent) and Thailand (35 per cent).
While overall feelings on Generative AI’s impact on society remain neutral across geographies, UK respondents showed particular concern that Gen AI will have a negative impact on the future of work, and their careers. 55 per cent thought it would have a negative impact, with concern increasing among older age groups.
While there is excitement among current users around the possibilities that Gen AI will bring, there are clearly some deeper concerns. Globally, the majority of consumers across regions and demographics are concerned that generative AI will cause: a loss of human connection (88 per cent); lack of data privacy (87 per cent) ; and an increase in misinformation (87 per cent). When it comes to using generative AI to interact with brands, nearly half of generative AI users (45 per cent) are likely to use a conversational application of the technology for travel and hospitality shopping. This was mirrored in the UK, with consumers most likely to use a conversational virtual assistant like ChatGPT for travel related enquiries or purchases, but not financial services, at just 14 per cent.
In contrast to global findings, UK respondents were also less likely (45 per cent) to share personal information if it meant a more personalised experience with a brand.
Some other key UK takeaways: