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TEAM LEWIS Research

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July 10, 2024

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market research, research, research roundup

TEAM LEWIS Research Roundup: Delivering insights about trending topics in today’s digital market


Artificial intelligence (AI) is a hot topic for everyone from consumers to business executives. Companies are eager to adopt AI for a competitive edge, while ensuring responsible use. Meanwhile, consumers are trying to grasp AI’s impact on their daily lives, including data security, job security, and overall benefits versus challenges. Our recent survey of US consumers explores their perceptions of AI and offers insights on how businesses can address their concerns.

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1. Comfortability with AI 

Overall, consumers are divided on how comfortable they feel with the presence of AI in their daily lives. Perhaps unsurprisingly, younger consumers, who tend to be more interested in the latest technologies, are more open to AI being involved in various aspects of their daily lives than older consumers.

Men (46%) are also more comfortable than women (24%) with the presence of AI in everyday life. One potential reason for this gender difference is that initial AI users tend to be young men, according to a recent Morning Consult study. Women are also more skeptical of letting their children use AI.

Q: How comfortable are you with the presence of artificial intelligence (AI) in various aspects of your daily life? 

2. Concerns and Perceived Impact 

Consumers’ top concern about the use of AI is privacy and data security. With major companies like LastPass and UnitedHealth experiencing data breaches on what seems like a daily basis, it is no surprise that data security is top of mind for consumers. Older consumers (aged 55+) tend to be more concerned about privacy and data security issues related to AI use (63%) than younger consumers (aged 18-34: 43%; aged 35-54: 49%).

Consumers are also concerned about a loss of jobs due to automation. Part-time employees (48%) are more concerned about this potential outcome than full-time employees (40%). According to Pew Research Center, it is not yet clear how many or what types of jobs may be affected by AI. However, it does seem that employees who are highly paid and have high levels of education may be more “exposed” to AI, meaning that some of their roles or responsibilities may be replaced or supported by AI.

Business leaders are not convinced that jobs will be fully replaced by AI any time soon. If anything, AI is more likely to take over administrative work, freeing employees up for other, more strategic tasks.

Q: What are your primary concerns regarding the use of AI technologies, if any? 

Despite some concerns, consumers aged 18-34 (63%) and 35-54 (48%) tend to believe that AI has the potential to improve society. Only one-quarter (27%) of consumers aged 55+ feel the same way.

Women are more skeptical than men about the potential of AI to improve society. Notably. women are less likely to believe that technology has a positive effect on society overall compared to men, accordingly to Pew Research Center.

Q: Do you believe that AI has the potential to improve society? 

3. A Need for More Education on AI 

There is room for more education on AI among consumers. Only one-third (33%) of consumers feel well-informed about the capabilities and limitations of AI technologies.

Younger consumers report being more informed than older consumers, which may contribute to their greater level of comfort with AI in their everyday lives. Women (22%) are also less likely to report being well-informed about AI than men (44%), possibly leading to some of their skepticism around the technology.

Q: How informed do you feel about the capabilities and limitations of AI technologies? 

Wrap Up

Consumer attitudes towards AI are complex and nuanced, marked by a blend of enthusiasm and skepticism. Many consumers appreciate the convenience and advancements brought by AI. However, concerns over data privacy, ethical implications, and the potential for job displacement remain prevalent.

Companies must keep a pulse on their customers’ attitudes towards AI. They should ensure that they are clearly communicating about if and how they are leveraging AI. Transparent communication about AI’s role and impact within a company is essential to build trust with consumers. Further, it will be critical for companies to swiftly address any concerns that customers raise. By fostering an open dialogue and demonstrating a commitment to responsible AI use, companies can reassure consumers and highlight the positive aspects of AI integration.

Methodology

This Research Roundup feature is brought to you by our market research division within TEAM LEWIS.

TEAM LEWIS surveyed 1,026 individuals aged 18 and older across the United States. The sample was census-balanced across age, race, gender, and region. Responses were collected in an online survey platform from June 30 to July 6, 2023. The respondents were independently sourced from Op4G.

For more information on upcoming trends, insights in the industry, and how we can help, contact us today by emailing [email protected].

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