审视技术态度的变化

Understanding changingattitudes to technology Introduction Artificial intelligence makes the headlines daily. But while we’re allreading about AI,how many of us are using it?This report aimsto quantify both consumer openness to AI and their adoption ofthe technology. We’re especially interested in consumer sentimenttowards brands using AI, and theirlikelihood to engage with AIduring shopping journeys. Survey sample The data in this report comes fromtwo multi-market surveys of 5,000consumers aged 18-67 residing inthe US, UK, Canada and Australia.The research was conducted on theAttest platform during January 2025. Benchmarking against multi-market data from 2024, we can seethatconsumer readiness for AI in retail is increasing, driven bygreater familiarity – and a growing belief that AI has the potentialto improve customer experience. However,trust and ethicalconsiderations remain importantfactors shaping adoption. How consumers areusing AI in 2025 52%have used ChatGPT30%have used Google Gemini 43%trust informationfrom an AI tool 27%use Gen AI at least half thetime they do an internet search think AI canimprove thecustomerexperience are likely touse an AIassistantor chatbot 47%are likely to use Gen AI tools to research purchases Consumers are feeling morepositive about brands using AI Only a year has passed since we last polled consumers aboutbrands using AI technology but rapid advancement has takenplace in that time. Most businesses have begun integrating AI intotheir operations andmany consumers have had the chance toexperience it– be it interacting with AI-powered customer serviceor receiving personalized product recommendations. As consumers become more familiar with AI in retail,some fearsaround the technology are abating, while more people are startingto see the benefits. A primary concern in 2024 was that brandsusing AI would result in people losing their jobs but this worry isstarting to decline. Today, 57% of consumers are worried aboutjob losses (down from 59%).Concern about this issue has mostdecreased among UK consumers. Following a -5 point decline to54%, the UK is the market least worried about losing jobs to AI. Top 5 disadvantagesof brands using AI Job losses:57% Meanwhile, objection to brands usingAI-generated models in their ads isalso declining. The percentage of consumers who say they are notok with it has dropped from 49% to 46%.Canadianconsumers have had the biggest change of heart,with a -5 point decline in objection. Consumers have a growing belief that AI will improvetwo key aspects of retail; following a +4 pointincrease, 31% think it can provide a better customerexperience, while29% believe AI means betterpersonalization(a +3 point increase on last year). 31%of consumers believeAI can improve thecustomer experience Belief that AI will improve the customer experiencein the UK, specifically, has increased by a notable+10 points to 35%. In the US, positive sentiment towards brands usingAI has modestly increased across the board, with thebiggest increase in relation to advertising:38% think itwill make advertising more creative(up by +4 points).At the same time, concern around inauthenticity and thepotential for bias have both declined by several points.Concern about AI replacing real-person customer support Concern about AI replacing real-personcustomer support(by country) Sentiment in Canada remains more or lessconsistent, althoughbelief that AI will lead tobetter personalization for consumers is up by+5 points to 29%. Australian consumers, on the otherhand, have become a little morepessimistic about brands using AI. Notably, there has been a +5 point increase inconcern about the inability to speak to a realperson (to 61%).61%59% Overall,the US and the UK demonstrate significantly lower concernabout brands using AI compared to Canada and Australia, indicatingthat these markets are more mature and ready for greater adoption. However, AI-readiness also differs by demographic. Interestingly,Men are significantly more likely to believe there are benefits tobrands using AI. For example, while 36% believe that it will leadto cost savings passed on to the consumer, and greater productinnovation,only 28% of women think the same thing. Women are also more likely to object to brandsusing AI models in advertising (52% versus41%), this is primarily because it could promoteunrealistic beauty standards. Older consumers are more likely to be against artificially generatedmodels than younger shoppers(50% of those aged 50-67 objectcompared to 43% of those aged 18-30). In general, consumers aged50+ have a more negativeperception of AI in theshopping experience. Theyover-index for concern abouttheloss of the human touch(63%) and theinability to talkto a real person(64%) andare significantly less likelyto believe there are benefitsto brands using AI.Only27% think AI will improvethe customer experience,in comparison to 33% ofshoppers aged 31-49, and34% of those aged 18-30.