Despite the hype, there’s a long way to go to convince consumers of the benefits of AI

KPMG UK polled 3000 consumers asking for their views on artificial intelligence

8 min read

Despite the hype, there’s a long way to go to convince consumers of the benefits of AI – new KPMG UK survey finds

KPMG UK polled 3000 consumers asking for their views on artificial intelligence (AI)
82% of consumers report a concern or barrier to using AI
A third of consumers report data privacy concerns with AI
Only 13% of consumers believe that AI will support jobs
Saving time was the most popular primary motivation for consumers using AI

New research released today from KPMG UK has found that while some consumers would use artificial intelligence (AI) to support everyday tasks, 82% have concerns or challenges that prevent them from using it.

The survey found that one of the biggest barriers to AI adoption amongst consumers is that they prefer to interact with a human. More than half of the 55 to 64 and the over 65 age groups said they wouldn’t use AI because they prefer to interact with a human. However, this dropped to less than a third for consumers aged 18 to 24.

A third of consumers (33%) surveyed reported that they have data privacy concerns which stop them from using AI. 18-24 year olds were the age group most concerned with data privacy, with 37% expressing fears.

While 18-24 year olds, part of the Gen Z population, were more likely to be open to using AI, almost half (45%) reported cost as the biggest barrier for adoption, citing that AI-enabled technologies were too expensive.

Voice assistants was the most popular answer (44%) when consumers were asked which tasks and activities they’d be open to using AI for, with self-driving vehicles the least popular answer (23%). 18-24 year olds are most likely to use AI for tasks and activities such as facial recognition as a security key, chatbots for customer service and shopping, with only 7% saying they wouldn’t use AI for any tasks. Whereas the over 65s are more hesitant with more than a third saying they wouldn’t use AI for any tasks.

Saving time was the most popular primary motivation chosen by consumers for why they’d use AI, with 30% of respondents choosing the answer.

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Ian West, Head of Technology and Alliances at KPMG UK, said:

“AI is incredible technology with huge potential but there is much for businesses to think about when it comes to consumers’ views of AI. There are several barriers to adoption that need to be addressed by tech companies and by businesses who are rolling out the technology. Businesses need to be clear about the benefits of the technology and how it is transforming the proposition available to consumers for it to become accepted.

“There are issues that you can’t really get around like preferring to interact with a human, however the integration of smarter AI that adapts to a consumer’s conversation style and preferences may help the interaction seem more natural. Businesses should look at why consumers prefer to interact with a human – is it because they can have a broader conversation? Is it because they think there is less chance of error? Is it because they want to negotiate? Once they consider these possibilities, then it could become easier for them to shape the narrative around why they have chosen to use AI and the benefits compared to if it was a human.

“Data privacy concerns also seem to be very prevalent amongst consumers. Tech companies and regulators need to look at what can be done to protect data and ease concerns if these technologies are to become widely adopted. This is becoming increasingly important as AI integrates more and more into our everyday lives, whether that be talking to a customer service chatbot or using a voice assistant in your home. As is often the case, regulation has fallen behind the development of the technology and it is important that this catches up if AI is to become mainstream. The recently published AI regulation whitepaper is a promising step in the right direction to address privacy concerns with AI.”

Only 13% of consumers surveyed said they thought that the development of AI and its applications will support jobs, with 36% believing it threatens them and 39% believing it will equally support and threaten jobs.

Commenting on the threat of AI to jobs, Ian West commented:

“There is a lot of concern around whether the increased use and development of AI will threaten jobs. There are going to be certain jobs that are at higher risk of automation from AI but for the most part, businesses should be looking at how AI can create efficiencies to free up time for their staff to concentrate on their most important tasks, not how it can replace staff. Almost a third of consumers reported that they would use AI to save time, if applied in a work context this would mean that their time would be freed up to spend on the most important elements of their jobs. The conversation should be about how AI can help us to do our jobs better and even help us do things we can’t currently do. If this is how the conversation is framed then AI should not threaten jobs but empower them.”

-ENDS-  

For media enquiries, please contact:  

Heather Gilchrist – Media Relations Manager, KPMG UK
T: +44 (0) 161 246 4060
E: heather.gilchrist@kpmg.co.uk

KPMG UK Media Relations Team:
T: +44 (0) 207 694 8773

Survey results:

KPMG UK worked with OnePoll to survey 3000 UK adults (nationally representative) between March 15 and 21.

Context: The following survey is about AI. Artificial Intelligence is technology that enables a digital computer to think or act with a ‘human’ level of intelligence.

1. Which, if any, of the following tasks/ activities would you be open to using AI for?

Voice assistants (such as Siri and Alexa): 44%
Travel and navigation: 40%
Facial recognition as a security key: 38%
Chatbots for customer service: 34%
Administrative tasks such as paying bills: 31%
Digital media streaming apps (to personalise your experience): 29%
Shopping: 29%
Self-driving vehicles: 23%
N/A - I wouldn’t want to use AI for any tasks: 22%

2. If you were to use AI, what would be your primary motivation?

To save time: 30%
To complete my work faster and to a higher standard: 19%
To save money: 18%
To achieve something I can’t currently do: 17%
To experiment: 13%
Other, please specify: 3%

3. What is stopping you from using AI?

I prefer to interact with a human: 45%
I have data privacy concerns: 33%
AI-enabled technology is too expensive: 25%
I am waiting for technology to develop: 24%
I don’t feel like I have the technical skills: 15%
My previous experience with AI has been negative: 14%
Other, please specify: 48%
N/A- Nothing is stopping me: 18%

4. Do you think the development of AI and its applications will support jobs or threaten them?

Threaten: 36%
Support : 13%
Both equally: 39%
Unsure: 13%

Results by age

How old are you? - Categorical
	%	n
18 to 24	10% ↓	297
25 to 34	17%	510
35 to 44	16%	489
45 to 54	17%	513
55 to 64	16%	475
65 and over	24% ↑	716
Total sample; base n = 3000



1. Which, if any, of the following tasks/ activities would you be open to using AI for? [Please select all that apply]
		How old are you?1
Column %	Total	18 to 24	25 to 34	35 to 44	45 to 54	55 to 64	65 and over
Voice assistants (such as Siri and Alexa)	44%	44%	44%	50% ↑	45%	47%	37% ↓
Travel and navigation	40%	40%	43%	41%	40%	39%	36%
Facial recognition as a security key	38%	45% ↑	37%	42%	35%	37%	34%
Chatbots for customer service	34%	41% ↑	39% ↑	40% ↑	31%	32%	25% ↓
Administrative tasks such as paying bills	31%	35%	36% ↑	37% ↑	28%	27%	24% ↓
Digital media streaming apps (to personalise your experience)	29%	38% ↑	37% ↑	37% ↑	29%	25% ↓	19% ↓
Shopping	29%	34%	34% ↑	33%	30%	26%	22% ↓
Self-driving vehicles	23%	33% ↑	26%	25%	22%	20%	19% ↓
N/A - I wouldn’t want to use AI for any tasks	22%	7% ↓	12% ↓	17% ↓	24%	29% ↑	34% ↑



2. If you were to use AI, what would be your primary motivation? [Select one]
		How old are you?1
Column %	Total	18 to 24	25 to 34	35 to 44	45 to 54	55 to 64	65 and over
To save time	30%	25%	32%	34% ↑	32%	30%	25% ↓
To complete my work faster and to a higher standard	19%	34% ↑	24% ↑	23% ↑	15%	12% ↓	13% ↓
To save money	18%	14%	18%	21%	20%	17%	17%
To achieve something I can’t currently do	17%	11% ↓	14% ↓	13% ↓	18%	18%	25% ↑
To experiment	13%	15%	12%	8% ↓	11%	18% ↑	14%
Other, please specify	3%	0% ↓	0% ↓	2%	3%	6% ↑	6% ↑


3. What is stopping you from using AI? [Please select all that apply]
		How old are you?1
Column %	Total	18 to 24	25 to 34	35 to 44	45 to 54	55 to 64	65 and over
I prefer to interact with a human	45%	30% ↓	36% ↓	36% ↓	49%	56% ↑	52% ↑
I have data privacy concerns	33%	37%	27% ↓	31%	32%	35%	36%
AI-enabled technology is too expensive	25%	45% ↑	31% ↑	25%	14% ↓	20% ↓	22%
I am waiting for technology to develop	24%	35% ↑	26%	24%	23%	20%	21%
I don’t feel like I have the technical skills	15%	19%	11% ↓	9% ↓	8% ↓	21% ↑	21% ↑
My previous experience with AI has been negative	14%	31% ↑	18% ↑	11%	8% ↓	13%	12%
Other, please specify	2%	1%	1%	1%	3%	2%	2%
N/A- Nothing is stopping me	18%	9% ↓	19%	22% ↑	19%	20%	15%



4. Do you think the development of AI and its applications will support jobs or threaten them?
		How old are you?1
Column %	Total	18 to 24	25 to 34	35 to 44	45 to 54	55 to 64	65 and over
Threaten	36%	28% ↓	27% ↓	35%	42% ↑	41% ↑	38%
Support	13%	22% ↑	19% ↑	15%	7% ↓	8% ↓	12%
Both equally	39%	44%	44% ↑	38%	39%	37%	33% ↓
Unsure	13%	5% ↓	10%	12%	12%	14%	16% ↑

About KPMG UK

KPMG LLP, a UK limited liability partnership, operates from 20 offices across the UK with approximately 17,000 partners and staff. The UK firm recorded a revenue of £2.72 billion in the year ended 30 September 2022.

KPMG is a global organisation of independent professional services firms providing Audit, Legal, Tax and Advisory services. It operates in 143 countries and territories with more than 265,000 partners and employees working in member firms around the world. Each KPMG firm is a legally distinct and separate entity and describes itself as such. KPMG International Limited is a private English company limited by guarantee. KPMG International Limited and its related entities do not provide services to clients.