AI uses and benefits - comparing UK and German consumer attitudes

This article is an extract of some of the findings from a recent survey of UK and German consumers to measure their awareness of AI, and gauge their views on how this fast moving technology has the potential for positive and negative impact in their daily lives. 

Access and download the full report here

Summary

The study, a survey of a large dataset of UK and German consumers found that both countries have a high level of awareness of AI, but this doesn't translate into knowledge about what AI is. 

The UK has more concerns around its impact on jobs and the potential for bias, whereas Germans are more worried about AI being used for misinformation.

The report concludes that while there are opportunities for AI, companies need to be transparent about its potential negative impacts and build consumer trust.

Awareness of AI vs other technologies

Awareness of AI is high, with only 3% of those in Germany and 2% of those in the UK claiming not to have heard of it.

Awareness of AI is much higher than for other technological innovations such as the metaverse, AR or IoT. AI has broken through into mainstream consciousness much more quickly than these more mature technologies

Perceived understanding is more mixed. The proportion saying they have some or a good understanding of what it is, is relatively high (86% in the UK 79% in Germany), but only 24% in Germany and 31% in the UK claim they have a good understanding of what it is. There is still a job to be done to educate consumers about this fast moving technological innovation

But what do consumers know and think about AI. Where do they see the potential benefits and use cases, and what are their concerns that could hold them back from adopting AI powered products and services in the future

The positive potential and benefits of AI

While both markets recognise AI's potential to enhance workplace efficiency, creativity, and personalization, Germans are more likely to see broader benefits. These include AI's role in learning and development, improving physical and mental health, and enhancing safety.

Consumers in both the UK and Germany see tangible benefits in AI, particularly in health tracking, cybersecurity, and language translation.

The strong interest in translation highlights a clear, relatable use case for AI that can help drive broader consumer engagement. Especially in Germany where alongside autonomous vehicles, it holds more appeal.

The risks and downsides of AI

Despite greater AI awareness in the UK, concerns are more pronounced. UK respondents express higher anxiety about AI’s impact on job losses (51% vs. 40% in Germany) and biases embedded within AI systems (25% vs. 14% in Germany). Conversely, Germans are more worried about AI being used for misinformation, such as deepfakes (62% vs. 46% in the UK).

Other concerns like data privacy and cybersecurity are consistent across both countries. However, Germans overall view AI more positively, with 57% believing the benefits outweigh the negatives, compared to just 49% in the UK.

Recommendations

AI presents substantial opportunities once consumers understand and trust it. However, significant concerns remain regarding its impact on daily life, necessitating clear communication and reassurance from technology providers. To effectively promote AI, companies should:

1. Leverage AI to enhance services meaningfully, rather than using it as a buzzword.
2. Address concerns around security, privacy, and misinformation transparently.
3. Anchor AI promotion in creativity to help consumers feel more comfortable with the technology, emphasising that they may already be using AI in their daily lives without realising it.

By focusing on these strategies, brands can help bridge the gap between AI’s potential and consumer acceptance, paving the way for more widespread adoption.

Read more

If you would like to access a full copy of the report that contains additional data and insights on consumer attitudes to AI and its applications in daily life , you can download the full report here

Bryter is a leading insights consultancy specialising in consumer technology research. If you'd like to learn more about the role market research and insights can play to support your consumer AI strategy you can read our article 'The application of market research in the study of Artificial Intelligence'

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