- New Research by BCG's Center for Customer Insight Reveals
Insights from 21,000 Consumers Across 21 Countries on AI Awareness,
Usage, and Sentiment
- Eighty Percent of Consumers Are Aware of GenAI, and of Those,
Nearly One Fourth Have Used the Technology at Least Once
- Thirty-Two Percent of Consumers Under the Age of 35 Have Used
GenAI Compared with 20% of Those 35 and Above
- Feelings about AI Are Polarized Across Surveyed Countries, with
China, Indonesia, and Brazil Emerging as Hotbeds of
Excitement, While Consumers in France, Australia, and the UK Exhibit the Most
Concern
BOSTON, April 24,
2024 /PRNewswire/ -- In a mere five
days, ChatGPT amassed a million users, solidifying its status
as a household name and highlighting a widespread public
fascination with artificial intelligence. According to new research
by Boston Consulting Group (BCG), consumers' knowledge and
excitement about AI is surprisingly high.
The research, published today in an article titled Consumers
Know More About AI than Business Leaders Think, is
based on a survey conducted by BCG's Center for Customer Insight to
measure the level of awareness of AI and generative AI (GenAI), as
well as usage and sentiment among 21,000 respondents from 21
countries across six continents. It also explored questions
relevant to the use of AI in the workplace.
"While perception and usage vary by market, age, and exposure,
consumers around the world have a deeper appreciation of AI than we
give them credit for," said Aparna
Bharadwaj, global leader of BCG's Global Advantage practice,
former leader of BCG's Center for Customer Insight, and a coauthor
of the study. "These survey findings should be a wake-up call for
business leaders, underscoring the need for responsible AI to
inform everything they do. If consumers and employees have concerns
around data privacy and the ethical use of GenAI, they will not
embrace the technology."
Over 80% of survey participants demonstrated an awareness of
GenAI, with a quarter already having used the technology.
Seventy-five percent reported that they have used a GenAI powered
app or service in a variety of ways to address unmet needs.
Individuals under 35 reported higher awareness and usage of GenAI
than those over 35 (86% versus 80% for awareness, and 32% versus
20% for usage, respectively).
Cautious Optimism among Consumers
Consumers demonstrate a nuanced understanding of AI and its
positive and negative aspects. While excitement about AI is
prevalent, a notable portion of consumers surveyed display an
insightful awareness of its potential downsides if not implemented
responsibly. About 40% of consumers indicate that they are excited
about the various uses of AI, while 28% report that they feel
conflicted. Consumers also voiced outright concerns about AI, with
33% worried about data security and the ethical use of AI, and 30%
worried about the possibility of AI replacing workers in certain
jobs. Ten percent of consumers expressed concern about the
environmental impact of GenAI.
BCG's study details a "misinformation-excitement-concern curve."
Initially, consumers are worried about AI due to misinformation and
myths. However, with increased experience and use of GenAI,
consumers simultaneously exhibit more excitement and more concern
about the nascent technology.
Greater Excitement about AI in the Workplace
Those surveyed recognize the value AI can provide, especially in
enhancing daily life, with 39% of respondents expressing optimism
about its impact in this regard, followed by 32% expressing
enthusiasm for its potential in driving scientific and medical
breakthroughs.
From an employee perspective, respondents have a more positive
outlook toward GenAI, with 70% excited about the technology. Sixty
percent believe that AI will help with learning and education, and
55% anticipate increased workplace efficiencies.
Workplace attitudes toward AI often correlate with job roles.
According to BCG's research, more than half of respondents feel
they cannot be replaced by AI or other technologies, while only 19%
express feelings of vulnerability or concern about potential job
displacement. Those in process-intensive, office-based support
function roles (such as marketing and communications, and finance
and accounting) feel most threatened by AI, while those in
relationship-intensive roles (such as house helpers/babysitters,
teachers, doctors, nurses, and pharmacists) feel least
threatened.
Openness to AI is Not Synonymous with Market
Maturity
Sentiments regarding AI vary widely across countries,
encompassing a spectrum of emotions ranging from excited to
conflicted to concerned. While feelings about AI are polarized in
every country, some countries are more receptive to the technology
than others. Of the 21 countries surveyed, excitement was highest
in China (56%), Indonesia (49%), and Brazil (46%), while respondents in
France (50%), Australia (49%), and the UK (43%) exhibited
the most concern.
Countries with younger populations, which tend to have greater
technical and digital experience, generally exhibit greater
excitement. Concern is higher in some countries with digitally
competitive economies, where consumers may feel more threatened by
issues around AI, such as privacy concerns or its impact on jobs.
Many businesses in these markets are already introducing GenAI into
operations. In less digitally competitive countries, excitement
prevails as AI presents an opportunity to expedite solutions to
critical issues in areas like health care and education.
Implications for Leaders
GenAI is here to stay and it presents extraordinary
opportunities for both productivity gains and topline growth. For
leaders who want to harness the transformative power of GenAI for
business success, key implications emerge from the survey
findings:
- When looking to invent new applications for consumers, double
down on transparency and balanced sell.
- Pilot new ideas and products in markets that are more receptive
to AI/GenAI and consider a tailored approach to privacy.
- As companies roll out new AI offerings, it's important to
reassure customers before the applications scale too fast.
- Corporate AI applications are more mature and more likely to be
adopted and scale faster than applications that consumers can use
in their day-to-day lives.
- While data and tech are important, keep in mind the
10-20-70 rule: 10% of the effort
involves building new algorithms and the science behind them; 20%
of the effort involves deploying the tech stack and ensuring the
right data feeds into the right systems; and 70% of the effort
involves change management and other processes related to people.
People and process changes are critical success factors. Be aware
of the cultural nuances of AI/GenAI, which vary by country.
"For business leaders developing and deploying AI-enabled
solutions and transformations, it's critical that they build trust
by respecting consumers' views, navigating the
misinformation-excitement-concern curve smartly, and tapping the
pockets of excitement in emerging markets," said Jessica Apotheker, BCG's chief marketing officer
and a coauthor of the publication.
Download the publication here:
https://www.bcg.com/publications/2024/consumers-know-more-about-ai-than-businesses-think
Media Contact:
Eric
Gregoire
+1 617 850 3783
gregoire.eric@bcg.com
About Boston Consulting Group
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SOURCE Boston Consulting Group (BCG)