AI is serious business, and increasingly, the technology will touch all aspects of our lives. A new survey by Cheil India, titled ‘AI & I – What Indian consumers feel about, and expect from AI in 2024’, studied the attitude of people towards AI. The quantitative online survey was administered to over 1000 respondents across different age groups.
Lim Seob Chung, MD, Cheil India, said, “Unlike other recent trends that dominated tech headlines, AI has become mainstream and is here to stay. Its appeal cuts across age groups and gender with each coterie having their own views on it.”
“It is a first-of-a-kind survey by Cheil India that draws attention to what consumers are feeling about AI given its outsized impact on our life. A good heuristic for many things that hasn’t been captured about it so far,” said Sanjeev Jasani, COO, Cheil India.
Sourav Ray, Chief Strategy Officer, Cheil India, added, “We have uncovered the dichotomy inherent in the beliefs around AI – most consumers are hopeful, yet watchful. Hopeful about its transformative potential, watchful about its use and deployment.”
In the survey, six out of ten people said they realise the transformative powers of AI and are eager to see and experience its full potential. However, millennials feel AI will make their life easier by automating menial tasks and help in fostering connections.
Gen Z prioritises AI applications that customise and personalise the way they experience the world. The survey also showed that while men are somewhat over-excited by AI, women are taking a more measured approach.
Across categories, Personal Security emerged as the biggest opportunity, and has two key aspects – Health and Home. “The ongoing conflicts around the world, and the resulting economic uncertainties, coupled with the harrowing experience of COVID-19, have brought personal and financial safety to the forefront,” said Arnab Datta Chaudhuri, GM, Integrated Planning.
The survey also showed that data privacy was the biggest bottleneck in AI adoption with 64 pc of respondents thinking that if they start using AI, all their data will be exposed to AI companies, while 70 pc are worried about those companies misusing the data they share.
The survey also showed Gen Z is most apprehensive about the loss of jobs due to AI automation and AI overtaking humans in creative fields like writing and Art. Millennials, on the other hand, believe that bad actors misusing AI are the real problem such as increased hacking by terrorists, social manipulation through AI algorithms, and AI-powered surveillance.
The survey highlights that while we expect AI to improve our experiences, it is imperative that we don’t let go of human interactions across all aspects of life. Ray added, “We want AI to give us security, personalisation, convenience. However, interference in emotional aspects, particularly human relationships and intimacy, are clearly off the table. This report will give brands an understanding of how open consumers are to adopting different AI technologies, and what could the key talking points be, as and when they keep adopting these new technologies.”
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