UK parents' attitude to AI-driven brand interaction – curiosity or concern?
June 27th, 2023, Kineree Shah

UK parents' attitude to AI-driven brand interaction – curiosity or concern?

Artificial Intelligence (AI) is becoming increasingly prevalent in daily lives. This raises the question: How do consumers, particularly parents of young children, perceive brands that use AI for their interactions? A recent YouGov Survey (Serviced) of 2,015 UK adults reveals some intriguing responses.

Four in ten mums (41%) expressed concern with AI-powered brand interaction, significantly more than the proportion of fathers who say the same (31%). However, it's not all apprehension. One-third of all UK adults indicate curiosity towards AI-driven brand interactions (32%). Among parents, a slight difference is observable, with mothers being two percentage points less likely to express curiosity than fathers (30% mothers vs 32% fathers) but both genders staying close to the views of the general population on this description.

The emotion of excitement isn't absent either. One in five fathers (22%) express excitement about AI interactions. This percentage is notably higher than that of the overall UK adult population, of whom just one-tenth (11%) share the same sentiment. Confusion, however, is also prevalent, particularly among fathers when compared to the general public (15% fathers vs 11% all UK adults).

Moreover, over one in ten consumers say they are scared of AI-driven brand interactions (13%). This sentiment resonates equally among fathers (13%), and slightly more so among mothers (15%).

In summary, our survey results portray a nuanced picture of UK consumers' attitudes towards AI and will help facilitate a smoother transition for brands looking to use AI. Our data also reveals the attitudes of consumers towards personal use of AI, towards healthcare, and for financial decisions.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on May 2023 with a nationally representative sample of 2,015 adults in UK (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region, and race to be representative of all adults in UK market (18 years or older), and reflect the latest ONS population estimates. Learn more about YouGov Surveys: Serviced.

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