South Africans are excited about generative artificial intelligence (Gen AI) and see more value in implementing it in the workplace than they do for their personal use.
A new research report titled “Consumers Know More About AI than Business Leaders Think” found while 70% of consumers around the world are excited about Gen AI in the workplace, only 43% are positive about its impact on daily life.
These are the findings of a research study conducted in 21 countries with 21,400 respondents by Boston Consulting Group (BSG), which set out to determine global trends in AI and Gen AI, broadly defined as a type of AI technology that can produce different types of content, including text, imagery, audio and synthetic data.
BCG maps consumer trends, sentiments, attitudes, behaviours and perceptions, and set out to examine how consumers across the world are experiencing and using Gen AI.
"We took an inclusive sample set that was balanced across the cuts of age, gender and economic status. In fact 81% of the respondents were low to middle income,” said Aparna Bharadwaj, BCG’s AI global advantage practice head, speaking at Wednesday’s release of the research findings.
The first surprising finding of the research was that consumers were unexpectedly knowledgeable about AI, and in South Africa 31% of people said they use it.
"The first question we got from business was: how do people know about it? The concern was that Gen AI is seen as a technology that is usually hidden,” Bharadwaj said, adding that while younger consumers made more use of AI than older people, there was pervasive awareness across the board.
“Basically what this means is that consumers should not be underestimated. Businesses need to be more transparent and innovative in the ways they use it.”
General perceptions were polarised, she said, with most respondents feeling positive about the new technology. Others were conflicted and some concerned.
Globally 43% of people indicated excitement about Gen AI, 28% were conflicted and 29% were concerned. This was not the case in South Africa where only 38% were excited, 42% were conflicted and 20% were concerned.
General international trends showed countries such as China, Indonesia and Brazil tended to rate highest on the excitement scale. Australia, France and Sweden rated the highest on concerns and countries such as India, Turkey and South Korea scored highest on conflicting perceptions.
People start to see possibilities, but then they dip because they worry about themselves, their personal data and the security of their jobs
— Aparna Bharadwaj, BCG’s AI global advantage practice head
“The flipside to the excitement was seen as people’s worries about data privacy, and the carbon impact of the server capacity of the technologies,” Bharadwaj said.
The takeaway for businesses adopting the technology, she said, is a tailored approach to privacy was needed to reflect market sensitivities to build consumer trust.
She said perceptions were changing, with increased excitement tempered by resistance to misinformation.
“People start to see possibilities, but then they dip because they worry about themselves, their personal data and the security of their jobs. The key is to ride the curve, take on misinformation and talk about risks and mitigation and curb enthusiasm.”
Jessica Apotheker, BCG’s leader for AI in marketing, said more people were excited about using AI than those who feared the loss of their jobs, with the level of consumer receptivity seen as “huge”.
“The level of adoption is much higher than anticipated. People in frontline jobs, such as medical professionals and those who are customer-facing, felt less at risk because of the human touch involved in their work. But those whose tasks are more automated and can be replicated by a computer feel more vulnerable,” said Nicolas de Bellefonds, global leader of AI and software at BCG's tech unit BCG X.
It was acknowledged not enough is yet known about issues such as the generation of fake and false news, areas “that are still being researched”.
“Consumers are knowledgeable, their feelings are dynamic, but their concerns are growing. But the fact that so many are positive is a sign of opportunity,” said De Bellefonds.
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.