Surprising Viewpoints—and Lessons for Leaders

People know more about artificial intelligence than business leaders think, according to a recent survey of 21,000 consumers in 21 countries conducted by BCG‘s Center for Customer Insight.

The smartest move for companies today would be to avoid underestimating the AI savviness of consumers—and start understanding them better.??

Excitement—and Concerns?

Consumer awareness of generative AI is at 80%, much higher than expected. Nearly 25% of respondents said they are already using the technology. More consumers are excited about AI’s value (43%) than are concerned (29%). And that gap widens when they are asked about the use of AI in the workplace: 70% are excited and 15% are concerned.?

People are using ChatGPT and other forms of AI in a variety of ways. Among survey respondents, 32% have used an AI-enabled health and fitness app, 28% have used AI for personal recommendations for items such as?cosmetics, and 28% have used an AI-powered visual search to find products that match or resemble items they want to buy.?

Consumers see the value the technology can bring. Nearly 40% said that AI will have a positive influence on their daily lives. Excitement about AI in the workplace is high: 60% said that it will help with learning and education, and 55% anticipate workplace efficiencies.??

The more people work with AI, the more excited they are about its potential. But there are questions, too.?

Overall, as consumers learn more about AI and interact with apps like ChatGPT or AI-enabled shopping recommendations, they get excited about the possibilities. With greater experience, however, comes more thoughtful concerns: “Could we become too reliant on AI?” “Could my own job come to be at risk?” “Is my data going to be compromised?”?

Business leaders must understand this dynamic when incorporating, developing, and deploying AI—meeting people where they are, fostering excitement, and addressing concerns.?

AI Sentiment, Country by Country?

In the countries where excitement is higher—including China, India, Thailand, and the Philippines—consumers are using ChatGPT to find information, assist in research, and even act as a personal assistant. By contrast, the number one reported use of ChatGPT in Australia, Germany, the UK, and the US is “just to play around” with it.?

Concerns about AI are greater in some countries with digitally competitive economies, where the threat to employees might feel more imminent because businesses there already have the means to embed AI in their day-to-day operations.???

Don’t assume that openness to AI is synonymous with market maturity.?

In some less digitally competitive countries, excitement prevails. AI holds the promise to accelerate technological solutions to problems that are particularly prevalent in these countries, such as issues involving health care and education.?

Consumers in emerging markets?are generally open to and excited about AI. This could be because AI offers a chance to solve basic unmet needs. For instance, patients who risk long waiting periods or significant travel to get medical attention may appreciate visiting with an AI-enabled virtual doctor more than consumers in markets where such demand-supply mismatches are less stark.?

Lessons for Leaders?

Our research tells us that consumer attitudes toward AI vary by markets, by the kind of exposure they have to the technology, and by their awareness of how it could change their lives and livelihoods. Business leaders need to keep all this in mind if they want to deploy AI successfully and at scale. Here’s how:?

• Build trust by respecting consumers’ views. Marketers and leaders must acknowledge the savviness of consumers and be sure that messages are neither overly optimistic nor dismissive of consumer concerns. They must operate and communicate honestly and objectively, balancing the benefits with explanations of the risks. It’s a great way to build trust.?
• Dispel myths and be receptive to concerns.?When launching public-facing AI tools, it’s important use responsible AI practices, reassuring consumers and employees about issues of privacy, for example, and data biases. And as AI deployment grows, continue to address concerns head-on through clear communication about how you’re protecting consumers and employees from the downsides of AI at scale.?
• Tap into the excitement. Consumers in emerging markets are among the respondents who are excited about AI and most likely to embrace it. It makes sense to launch AI products and features where the uptake will be particularly wide and swift. Plus, many emerging markets have larger populations, meaning more customers and more data to drive solutions.?

The facets of AI that excite consumers—and the ones that concern them—are valuable guides to developing and deploying AI-enabled solutions and transformations.?

More of our top reads on artificial intelligence:?

Consumers Know More About AI Than Business Leaders Think?

What Does AI Mean for All of Us??

BCG AI Radar: From Potential to Profit?

AI at Work: What People Are Saying?

Tech Leaders Need to Rethink Talent Strategy for GenAI?

Want more insights from BCG? Subscribe to our email newsletters here.?

?