Awareness, acceptance and anticipation of AI: A global consumer perspective.

1. ©ARM 2017
AI Today, AI Tomorrow
Awareness, acceptance and anticipation
of AI: A global consumer perspective
June, 2017

2. ©ARM 20172
ARM, in partnership with Northstar Research, conducted a global consumer survey,
interviewing 3,938 people on their awareness, acceptance and anticipation of artificial
intelligence. Respondents were based in the U.S., U.K., Sweden, Germany, China,
Taiwan, Japan and South Korea.
The survey generated unique insights across a range of categories, and included both
regional and demographical perspectives:
 Awareness and Understanding
 Prospects of an AI Future
 Concerns and Security
 Impact on Jobs
 Form and Communication
 Applications of AI
Overview
©ARM 20172

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Asia
42%
US
32%
EU
21%
ARM | NORTHSTAR
AI TODAY, AI TOMORROW
Regional perspective
Awareness
(Know lots about AI)

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However, European perceptions of AI lag those of Asians and Americans,
who generally are more optimistic about an AI future
Globally, consumers are generally positive about A
Asia
74
%
US
61
%
EU
42
%
AI will have a positive impact on society

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Awareness and understanding
 67% of consumers feel they know ‘a bit’
about AI
 71% of respondents think AI will have a
noticeable impact on their daily life within 5
years, while 36% think that it already does
 However, there is a lack of awareness that
AI that is already being used in everyday life

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Awareness and understanding
42%
44%
46%
47%
55%
58%
77%
58%
56%
54%
53%
45%
42%
23%Sir
i
Were you aware that some/all of the following applications use AI-style
technologies?
(Choose all that you are aware of)
Aware of AI tech Not aware of AI tech

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Prospects of an AI future
61% of consumers think that society
will become better from increased
automation and AI

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Prospects of an AI future
Concerned
Unsure
Confused
27
%
27
%
9%
Neutral 20
%
Enthusiastic
Excited
Optimistic
20
%
30
%
33
%
How does the prospect of an AI
future make you feel?
(Select all that apply)

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Concerns and security
US consumers are more willing for their
personal data to be stored in the cloud:
 Asia: 40%
 US: 52%
 EU: 40%
Preference for
personal data to
be stored locally
within device
Preference for
personal data to
be stored locally
within the cloud
67
%
33
%
Personal data storage
57%63%85%
AI machines being
hacked and you losing
large amounts of
personal information
AI
Machines
Being
unreliable
AI machines
becoming more
intelligent than
humans
Personal data storage

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Impact on jobs
When asked what jobs AI machines
would do better than humans, thinking
specifically about safety and efficiency,
the feedback was:
 Heavy construction (48%)
 Delivery of packages (44%)
 Piloting public transport (43%)
 Life-saving surgery (37%)
 Military (33%)
 Firefighter (32%)
 Agriculture (29%)
 Cooking 15%)

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Impact on jobs
Tendency to build relations
with machines over humans
Machines becoming
independent and able to think
for themselves
Societal issues around fewer
opportunities for humans /
feeling less useful / too much
free time
More data being shares and
potentially stolen online
Giving some control over
our lives to machines
Fewer or different
jobs
30%
9%
11%
18%
12%
20%
Which of the following
do you think would be
the biggest drawback
of a future in which AI
significantly impacts
human life?

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Form and communication
The expected forms of AI include:
• A robotic machine that is completely un-human
like (13%)
• Look like humans; human size, human shape
(19%)
• Mainly be built into everyday devices such as
smartphones (30%)
• A mix of forms depending on the function they
are performing, including avatar virtual people
(38%)
94%Of global consumers think it is important that AI
devices can understand and communicate using
natural human language.
24%
Asia
21%
US
11%
EU
Fewer Europeans expect AI devices to
resemble humans

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Applications of AI
Which of the vast array of applications excite consumers the most?
Fully autonomous vehicles
that are far safer50
% Call center audio bots or
avatars with natural language
capability to deal with any
inquiries
36
% Houses and offices that react
instinctively to users needs30
%
Medical apps that will
diagnose illnesses earlier67
% Traffic control that alters lights
and vehicle flow in real-time to
cut congestion60
% Personal companions and
assistants, e.g., with the ability
to look after elderly people54
%

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 70% of consumers would trust autonomous vehicles in 10
years, while 55% trust them now
 60% find it appealing that traffic control, altering lights and
vehicle flow in real time can cut congestion
 50% believe that fully autonomous vehicles are far safer
Applications of AI: Automotive
64%
Asia
55% 43%
US EU
Asian consumers are more likely
to trust autonomous vehicles
(within the next year)

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47% of global consumers would prefer an AI
doctor over a human doctor if they had the choice
Applications of AI: Healthcare
54%
Asia
46% 40%
US EU
Asian consumers would be more
likely to choose to see an AI
doctor over a human doctor

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What kind of AI device interactions would you be comfortable with
over the next five years, to improve your lifestyle?
 Using an AI system to provide home security, e.g. unlocking
doors for approved people (60%)
 AI-powered biometric devices that constantly monitor your
health and provide improvement ideas (52%)
 Using an AI device linked to your fitness profile to suggest food
menus (44%)
 Providing intelligent parental content control on all device
content depending on who is accessing it (37%)
 Using an AI device as a clothing stylist to assess what you’re
wearing and suggest alternatives (28%)
Applications of AI: Lifestyle
72%
Asia
64% 45%
US EU
Asian consumers are more likely
to believe that people will grow to
love their AI devices like pets

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Download the full report at bit.ly/AISurvey17.
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