Key Findings

As part of our most recent global consumer study, we asked nearly 24,000 consumers from 23 countries about their attitude toward companies using artificial intelligence, including their comfort levels, concerns, and current usage. From their responses, and data collected from our 2023 global consumer study, we found that:

Comfort using AI has declined. Compared to the results from last year’s study, consumers this year are 10.5 points less comfortable using AI to complete five common activities. Comfort using AI has declined the most among New Zealanders (-24.8 pts) and among consumers globally when getting advice about a medical problem (-12.5 pts). Comfort has increased in only one country: China (+6.6 pts.)
While few consumers trust organizations to use AI in the abstract, specific use cases invite more positive sentiment. Globally, just 26% of consumers say they trust organizations to use AI responsibly, with a high of 67% among Indian consumers and a low of 10% among the Japanese. However, when asked about their comfort using AI to complete five common activities like checking order status or getting medical advice, an average of 46% of consumers say they’d be comfortable using an organization’s AI to do so.
Concerns over human connection have increased. While consumers are slightly less concerned about several things, like poor quality of interactions (-4.3 pts) and extra effort in the interaction (-1.2 pts), concerns have increased about lack of a human being to connect with (+2.1 pts), a concern now shared by more than half of consumers.
AI usage coincides with greater comfort and fewer concerns…with an exception. Consumers that have recently used AI once or more are significantly more likely to say they are comfortable using an organization’s AI to complete common activities compared to those that haven’t used AI. This population is also less likely to harbor most concerns toward AI, except for one – they are 3.3 points more likely to be concerned about extra effort [for them] in the interaction.