Despite All The Hype, Dentsu Survey Finds Just 27% Of Consumers Have Used Generative AI Tools

Artificial intelligence has become the buzziest of Adland’s and Big Tech’s shiny new objects.  

What do consumers think about all the fuss? 

Last month Dentsu did a survey of a thousand U.S. consumes (via Toluna) to find out. 

Most consumers (87%) say they have heard of AI. But that figure drops to 61% who claim to “somewhat understand” what generative AI is and how it works. 42% say they’re interested in the technology while only 27% say they have used generative AI tools.  



While close to 4 in 5 consumers are convinced generative AI is the future, less than 2 in 5 are excited about that future.  

For consumers, several of the most exciting applications enhance day-to-day life – helping with daily tasks (37%), improving accessibility for those with disabilities (36%), and automating repetitive tasks (33%).  

And they do get excited about AI’s potential to help researchers discover new innovations (36%) and advancing society (27%). 

Among the biggest concerns people have about AI are what impact it will have on jobs (45%), social bonds (39%) and personal privacy (35%). And 37% worry about unforeseen negative effects.  

Consumers value responsible use and transparency from brands, per the survey which found that 77% agree that brands should ensure that existing biases and systems of inequality are not propagated by the AI-based applications they leverage. And over 70% believe brands should disclose when they use AI across products, services, experiences, and content. 

61% of consumers support brands using generative AI to design products and services but less than half (42%) agreed that they would prefer brands that use AI to design products and services over ones that do not. Millennials are most likely to prefer brands using AI, with 60% agreeing. 

“AI will enable a plethora of use cases, even create new ones that we cannot imagine today,” Dentsu concludes. It cautions that marketers “should ground themselves by experimenting with known, well-defined use cases - for instance in the areas of multilingual support, customer service, and predictive analytics - without getting carried away by AI’s future potential.” At least for now.  

2 comments about "Despite All The Hype, Dentsu Survey Finds Just 27% Of Consumers Have Used Generative AI Tools".
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  1. Andrew Eklund from Ciceron, April 4, 2023 at 10:03 a.m.

    Just 27%? I'd say that's amazing. The tech is about two months old, and is the fastest growing tech in history. Faster than the Internet. Faster that mobile.

  2. John Grono from GAP Research, April 4, 2023 at 8:26 p.m.

    Andrew, there is a massive gap between infrastructure and hardware (such as the internet and mobile) compared to applications that utilise said infrastructure and hardware.

    Yes it is amazing, but I am keeping my powder dry to see what usage is in a year's time.

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