AI & I - What Indian consumers feel about, and expect from AI in 2024
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'AI & I - What Indian consumers feel about, and expect from AI in 2024' is a quantitative online survey, administered to 1000+ respondents across different age groups, that examines the attitude of people towards AI.
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AI & I - What Indian consumers feel about, and expect from AI in 2024
- 1. & What Indian consumers feel about, and expect from AI in 2024
- 2. Everyday, we hear some news about AI. It’s a mix of good and bad. Some say AI will solve all the world’s problems, some say it will take our jobs. But, no one asks me what I want it do for me as a person. With this report, we aim to bring out that human POV on AI. We asked people about their take on this game-changing tech. Read on to see some of the surprising things they said. Methodology: A quantitative online survey conducted with Indian consumers across different age groups. Total Sample Size: 1,034 respondents PEOPLE’S VERDICT Gender: 55% Female & 45% Male Generations: Gen Z (18-25) - 30% Millennials (26-41) - 65% Gen X (42+) - 5%
- 3. Consumers see it as a serious business that will create a lasting impact, not only on their lives, but on society as a whole. However, every generation and gender has different feelings about it. AIisnotyet anothershiny newtoylike NFTsorthe Metaverse.
- 5. realize the transformative powers of AI 6outof 10people 5% think AI is harmful for the progress or well-being of human society. 35%think AI has numerous benefits. We should try to get the most out of this new technology, but tread cautiously. 60% say they are excited by AI and are eager to see and experience its full potential. Q. Which of the following statements best reflect your opinion about AI?
- 6. are excited enough to proactively keep themselves updated about AI advances. almost an equal number feel overwhelmed by the speed of development and deployment. About1in2 However
- 7. And, while there is an overriding feeling of optimism and expectation, many are also concerned. 2outof5 think that developers should tread cautiously when it comes to AI implementation
- 9. Millennials,whoarethemakers ofAIanddecision-makersofAI implementation,areexcited,inspired andoptimisticaboutAI. 1 in 2 would love their personal lives to be made more convenient, easy & worry-free by AI. 1 in 2 continously keep abreast of latest AI developments. 1 in 4 believe AI is already as intelligent as humans, if not more.
- 10. 1in2wanttotreadcautiouslywithAI 47% Gen Z say that we should tread cautiously or think that AI might have harmful effects (Gen Z - 315) 1in2don’twantAItohavedecision makingpowers 48% Gen Z say that while AI should enhance life, it should not take their decisions for them (Gen Z - 315) However, Gen Z, who are the users of AI, � are conflicted, confused or unsure
- 11. Millennials, having experienced the transition into the digital age, tend to be more enthusiastic about AI. They value AI's convenience, personalization, and its role in career opportunities and its social impact. They are at the forefront of the AI revolution. Gen Z, having grown up with technology as a constant presence, seem less enthusiastic about AI. They often have concerns about job displacement, and privacy concerns are paramount. They've grown up in an era of information overload, which make them more discerning about the promises and potential risks of AI. DifferentFolks,DifferentStrokes These generational distinctions influence consumers’ attitudes toward AI, making it crucial for marketing efforts to address their specific concerns and values, in order to effectively engage with them.
- 12. 66% men want to see AI reach its full potential, while 45% women have reservations about AI. 56% men want complete AI adoption at the workplace, while 52% women refuse to hand over any work-related decision-making to AI. 2 in 3 AI should reach full potential (men) 56% total AI adoption at work (men) 52% no work-related decision-making to AI (women) 1 in 2 unsure about AI’s powers (women) Whilemenseemtobeover-excited towardsAI,womenaremoremeasured andwatchfulintheirapproach
- 13. NewAgeTech,AgeOldIssue These differences are products of socialization, cultural expectations, and historical context. The poor representation of women in AI development, and the subsequent male bias in AI learning models that experts have been talking about, are mirrored in women’s outlook towards AI. Females are comparatively more "skeptical" & "indifferent", while men are more likely to be "inspired“. Promoting diversity and inclusivity in AI and technology fields, providing equal educational opportunities, and addressing bias and discrimination in AI systems, are important steps to mitigate these differences and create a more balanced and equitable outlook towards AI for all genders.
- 15. Real life application of AI, that enhance quality of living, is what consumers think they should get. Brands should not just stop at personalized marketing using AI to appeal to consumers. AI needs to be integrated into their products and services to make an actual difference in consumer experience. Lifeenhancing experiencesinstead ofgimmicks
- 16. Consumersareclamoring for‘personalsecurity’withAI acrosscategories. 2 in 3 welcome AI-powered�home security 65% would welcome enhanced AI-powered home security. 2 in 3 want AI-enabled mobile phone authentication 67% want AI-enabled authentication & encryption in their mobile phones. 4 in 5 desire car safety�& security with AI 80% want AI-powered safety & security systems in their cars.
- 17. 66%desire AI-enabled Healthcare with continuous monitoring of vitals that can detect or predict diseases even before they manifest. 66%want AI enabled Home Security which is facial recognition and biometric-based. PersonalsecuritythroughAI hastwokeypriorities: Health&Home 2 in 3 prioritize both Healthcare and Home Security above any other AI application in their lives
- 18. The ongoing conflicts around the world, and the resulting economic uncertainties, coupled with the harrowing experience of COVID-19, have brought personal & financial safety to the forefront. Consumers view the transformational potential of AI as an opportunity to ensure their futures are safe & secure with the help of this emerging technology. AI–THENEW BUZZWORD INSAFETY
- 21. Consumer Electronics (Television) ‘TVthatunderstandsme’andcreatesthe bestviewingexperienceatthesametime arethekeyconsumerneeds. Q.Whatarethetop3benefits thatyouwouldwantinan AI-enabledTVvs.anormalTV? 75% 68% 59% 54% 42% Automatically determining optimum streaming quality Full voice control in conversational language Upscaling of lower-resolution content to 4K or 8K Personalized content recommendations AI-enabled picture & sound engines
- 23. Improved safety with security systems Driver monitoring with AI Predictive maintenance AI that helps reduce emissions & optimize fuel efficiency AI-powered infotainment that provides personalized experiences Connected cars 64% 80% 52% 43% 33% 28% Notjustinhomes,eveninvehicles, AI-drivensafetyisparamount. Bothvehicle&driversafetyemergeas keydesiresfromfutureAI-enabledcars Automotive Q.Whatarethetop3benefitsthatyouwould wantinanAI-enabledcarvs.aregularcar?
- 24. Consumersprioritizeconveniencebenefitsmorethanover-the-topstunts Q.FollowingaresomepossibleapplicationsofAItoenhanceyourshoppingexperience. Pleaseranktheminorderofyourpreference&liking.Scorecalculatedbasisranking, max100. Shopping Smart self-checkout system that removes the need to stand in queue Personalized AI assistants who help you shop in a retail store AI-powered chatbots that guide you while buying a product or availing a service online AI-powered in-store ads & offers personalized & customised for you Smart shelves where you can check product availability without needing to ask anyone AR / VR / XR powered virtual trial rooms for online or retail shopping 64 63 61 59 54 48
- 29. However,thereareimportant generationaldifferences Personalization Brand & product discovery Priority Score (Overall population) Convenience Security Brand experience Priority Score (Gen Z Over-indexation) Product maintenance Brand & product discovery Priority Score (Overall population) Service Language Entertainment Priority Score (Millennials Over-indexation) Gen Z: “I want AI to help me live life the way I want, on my own terms.” Gen Z prioritizes AI applications that customize & personalize the way they experience the world. Millennials want AI to take over menial tasks and help build new connections. Millennials: “I want AI to make my life easier & more fulfilling.”
- 32. Data privacy emerging as the biggest bottleneck in AI adoption. There are clear no-go areas when it comes to AI implementation. Fears aboutan AItech-over
- 33. 58% men feel AI can easily exceed the human levels of intelligence & capabilities within 2 years 92% want immediate regulations on AI, whether at Global or India level 1 in 2 AI should reach full potential (men) 9 in 10 feel urgent need for regulation of AI While there is excitement about AI, there is an underlying fear of AI becoming too powerful if unregulated.
- 34. AI adoption by consumers across various categories raises several data privacy concerns. Consumers understand that using AI often involves sharing, processing, and analysis of personal data. Mydata ismydata.
- 35. 64% are scared that if they start using AI, all their data will be exposed to AI companies. 2 in 3 scared of sharing personal data with AI companies 3 in 5 worried about govt. abuse of data 7 in 10 apprehensive about companies & brands exploiting personal data 70% are worried about companies misusing the data they share. 62% are worried about governments misusing & abusing AI-based surveillance systems. Consumersareextremelyconcerned aboutsharingtheirprivatedata
- 36. 3 in 5 willing to share anonymized data 2 in 3 millennials are willing to share personal data with brands they trust 61% willing to share data with AI, as long as it is anonymized and cannot be linked back to them. 65% Millennials are willing to share data for customized AI experiences with brands they trust. AIcompaniesand brandsneedtogive consumersthechoice ofsharingtheirdata togaintheirtrust
- 37. Apartfromprivacy,thereare largerconcerns,whichmightlead tosocio-political&economictensions Personal privacy violations Overtaking humans in creative fields like writing, art, etc. Apprehension Score (Overall population) AI taking important household decisions (e.g. budget allocation) Loss of jobs due to AI automation AI-powered surveillance Increased hacking by terrorists Social manipulation by Governments or brands through AI algorithms AI taking decisions that impact on a national scale (e.g. national security, yearly budget) Apprehension Score (Gen Z Over-indexation) Apprehension Score (Overall population) Apprehension Score (Millennials Over-indexation) Gen Z: “Will AI replace me in the job market?” “How does AI impact me personally?” Gen Z is extremely worried about how AI with affect their future. Millennials are worried about misuse of AI by humans. Millennials: “We need to prevent AI from falling into hands of bad actors.”
- 41. WewantAItogiveussecurity, personalization,convenience,etc. Q.FollowingaresomepossibleapplicationsofAItoimproveyourpersonallife. Pleaseranktheminorderofyourpreference&liking.Scorecalculatedbasisranking,max100. However,interferenceinemotionalaspects,particularly humanrelationshipsandintimacy,areclearlyoffthetable. 73 72 69 63 57 44 57 38 27 AI-powered home security systems AI-powered smart home AI-powered healthcare with continuous monitoring of vitals AI assistant that works as an antivirus, guarding you against other AI A home AI manager Relationship advice from AI AI aiding sexual fulfilment AI-driven personalized recommendations for entertainment An AI companion who’s available to talk to, 24x7
- 46. AboutCheilIndia CheilIndiaisoneofthecountry'stop5advertisingagencynetworksandservesastheregionalheadquartersforCheilWorldwideinSouthwestAsia.CheilIndiaisoneofthefastest-growingcommunicationnetworksintheregion. TheagencyhasmyriadcapabilitiesacrossATL,digital,brandactivation,andretailmarketing,whichensuresthattheyareoneofthefewagenciestoprovideclientswithtrulyintegratedmarketingsolutions. CheilIndiaispartofCheilWorldwide,Korea'sleadingadvertisingandmarketingnetwork.HeadquarteredinSeoul,CheilWorldwideisoneofthefastest-growingagencynetworksintheworldandthe10th-largestagencygroupintheworldbyrevenue(AdAge,2023).Itoperates in46countrieswithmorethan6,500employees.Cheilanditsaffiliates,includingBarbarian,BMB,CheilCentrade,CheilPengT ai,ColourData,ExperienceCommerce,Iris,McKinney,andOneRX,havewonmajorinternationalawards,includingCannesLions,CLIOs,SpikesAsia,andothers. For more information, please contact: Geetu Batra 9873458682 Geetu.batra@cheil.com Authors: Sourav Ray, Chief Strategy Officer Arnab Datta Chaudhuri, GM – Integrated Planning Kunal Ghosh, DGM - Integrated Planning Designed by: Kaushik Dutta, Executive Creative Director Shubham Bisht, Senior Art Director
- 47. DISCLAIMER Theviews,thoughts,informationoropinionsexpressedinthisReportaresolelythoseofindependentthirdpartiesand/ortheauthorsoftheReportanddonotnecessarilyreflecttheofficialpositionorpolicyofCheilIndiaPrivateLimited(“CheilIndia”).TheReporthasbeenmadeavailablefor information, education and marketing purpose only and is not a substitute for professional advice. Cheil India does not make any representations or warranties with respect to the accuracy, applicability, efficiency or completeness of the Report. Cheil India also do not endorse, promote or warrant the accuracy of any third-party view, opinion, content or reference provided in the Report. While the Report has been meticulously created on the basis of extensive studies, research and surveys of the consumers with respect to the subject matter of the Report, it should not be construedasprovidingmarketingadviceoranyformofprofessionalconsultancy.Furthermore,theinformationwithrespecttothesubjectmatteroftheReportisrapidlyevolvingandtheremaybeinstancesinthefuturewhichmayinvalidateoroutdatethecontentsofthisReport.Itisstrongly advisednottorelysolelyontheinformationprovidedinthisReportformakingkeydecisionswithoutseekingappropriateprofessionaladvisetailoredtospecificcircumstancesandrequirements.TheinformationandopinionscontainedintheReporthavebeencompiledorarrivedatbased on the information obtained in good faith from sources believed to be reliable, which have not been independently verified by Cheil India. Cheil India hereby disclaims to the fullest extent possible under applicable law, any and all liability to any party for any direct, indirect, implied, punitive, special, incidental or other consequential damages arising directly or indirectly from any inference drawn, reference made or use derived from the contents of the Report, which are provided “as is” and without any warranties. Cheil India assumes no responsibility or liability for any errors or omissions in the content of the Report. Cheil India does not represent that the Report is accurate or complete and every reader/user should exercise due caution while relying on the Report. The information contained in the Report is provided on an "as is" basis with no guarantees of completeness, accuracy, usefulness or timeliness. The Report (including all content and materials contained therein) is the sole and exclusive proprietary property of Cheil India Private Limited and/or its affiliates and licensors (as applicable). This Report is available for private and non-commercialuseonly.Noreader/usershalluse,edit,copy,disseminateorredistributeanypartoralloftheReportwithouttheexplicitconsentandknowledgeofCheilIndia.AnysuchunauthorizedactwouldconstituteaninfringementoftheproprietarylawsofCheilIndia(includingwithout limitationthecopyrightsofCheilIndia)vestedinthisReportandCheilIndiainsuchaninstancewouldbeentitledtopursueallavailablelegalremediesundertheapplicablelawsagainstanysuchinfringer. “©2023CheilIndiaPrivateLimited.AllRightsReserved.”