Study Reveals Limited Adoption of Generative AI Tools Among Britons
Despite the buzz surrounding the potential impact of generative AI on various industries, a recent study indicates that a significant majority of Britons have yet to embrace generative AI technology in their daily lives. This slow uptake suggests a gap between the hype and actual usage of generative AI tools among the British public.
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Despite the ongoing conversations about the impact of generative AI on our work, most people have been hesitant to incorporate generative AI products into their daily routines.
A study released this week by Oxford University’s Reuters Institute revealed that only a quarter (25%) of individuals in the UK have utilized a generative AI tool in their personal lives. Surprisingly, this percentage drops to 20% when it comes to using generative AI in their professional lives, despite the potential benefits it can offer.
Few people use generative AI tools in their daily lives. According to a survey, only 2% of UK adults use ChatGPT daily, while 29% use it at least once a month. For other generative AI tools like Google Gemini or Microsoft Copilot, the numbers drop significantly to just 7% using them monthly.
In terms of name recognition, the big players in the AI industry fare better. 58% of the UK population has heard of ChatGPT, followed by 17% for Microsoft Copilot, Bing AI, and 15% for Google Gemini. Surprisingly, 30% of the UK population hasn't heard of any generative AI tool.
Some popular generative AI tools, such as the photo creation tool Midjourney, are facing challenges with brand recognition. Only 8% of UK consumers are able to recognize the name of Midjourney. X's Grok (formerly Twitter) is even less known, with only 4% of UK respondents having heard about it.
There seems to be an age divide among users of generative AI. A survey revealed that 56% of respondents aged 18-24 have used ChatGPT at least once. However, this number drops significantly to just 16% for those aged 55 and above.
The study also included five other countries in its survey - the USA, Denmark, France, Argentina, and Japan. It discovered that the opinions of people in these countries regarding AI were quite similar. Americans stood out as the most frequent users of generative AI, with 35% using it in their personal lives and 28% using it in their professional lives. On the other hand, the Japanese were the least likely to use generative AI, with only 23% using it privately and 12% using it at work.
Furthermore, Americans were found to be more familiar with a variety of generative AI tools compared to other countries. For instance, Meta AI was recognized by 27% of Americans, while only 12% of people in the UK were aware of it.
When it comes to how the public is using generative AI, there is a fairly even split. 24% are using it to get information, while 28% are using it to create media. Among them, 11% use generative AI to answer factual questions, 9% for generating ideas, and only 5% for data analysis.
Looking at the impact of generative AI on society, opinions are divided. A survey shows that 41% of the UK population believe generative AI will make society much or somewhat worse, while only 22% expect it to make society better.
The impact of generative AI on individual lives is uncertain for many, with 54% either unsure or not believing it will affect how they live.
However, this does not mean generative AI won't impact the marketing industry. It will, but it's important to note that public excitement for these tools is not as high as in corporate settings worldwide.
Convincing the public that it’s worth embracing will be just one of marketing’s challenges when it comes to adopting generative AI.
Editor's P/S:
The article highlights the cautious adoption of generative AI by the public despite its transformative potential. It's evident that there's a significant gap between the hype surrounding these tools and their actual usage in daily life. While recognition of prominent players like ChatGPT is high, lesser-known tools struggle to gain traction, indicating a need for broader awareness campaigns.
The article also sheds light on the demographic divide in AI adoption, with younger generations embracing generative AI more readily than older ones. This suggests a generational shift in technology adoption patterns, where younger individuals are more likely to experiment with emerging technologies. Additionally, the survey results across different countries provide valuable insights into varying perceptions of AI's impact on society. Overall, the article underscores the challenges faced by generative AI in gaining widespread acceptance and highlights the need for marketers to address public concerns and demonstrate the practical benefits of these tools.
