A total of 36 percent of UK citizens, or 18 million people aged 16 to 75, have used a generative AI tool, such as ChatGPT, Google Gemini, or Midjourney, according to new research from advisory and consulting firm Deloitte. This is up from 26% recorded in 2023, its Digital Consumer Trends 2024 survey of 4,150 UK adults aged 16-75 found.
“Just over a third (36 percent) of generative AI users use it once a week or once a day. This equates to 13 percent of all people in the UK,” the firm highlighted in the report. “Four percent of all people in the UK claim to use generative AI daily (compared to 3 percent in 2023). Two in two (41 percent) of generative AI users are very infrequent users, per month. Less than once.
And 26 percent of respondents tried it only once or twice. “They may have experimented but saw little utility in the technology,” Deloitte highlighted.
According to the research, the number of Britons using generative AI at work has increased by 66% to 7 million from 4 million last year. “Given that many organizations still do not have an official position on usage and/or governance structure, many of these employees may have used GenAI outside of their management sphere,” Deloitte notes. What did
What are the top use cases at work? Generating ideas (44 percent) and searching (41 percent) are the most common applications. The latter sees people “searching for information” using creative AI. Deloitte warns that “this is likely a reference to the phenomenon of ‘hallucinating’, which is a function of the probabilistic engine rather than a cognitive model. “Hallucinating” refers to errors generated by creative AI.
Deloitte highlights, “A subset of consumers have little knowledge of how creative AI works and its pitfalls.” “While 25 percent of people who know about GenAI say it’s always accurate, an even higher 36 percent of consumers think it’s always accurate.” The firm concluded: “A strong governance structure and employee training are critical to mitigating these risks.”
Paul Lee, partner and head of technology, media and telecommunications research at Deloitte, warned: “While the most popular uses are generating ideas and exploring information, these may not be the best applications of GenAI. Known issues such as fraud require employers to invest in tools and governance to better support their staff in using this technology.
Costi Perricos, partner and global generative AI lead at Deloitte, added: “Whether organizations support the use of generative AI or have strict policies, it’s clear that improving the flow of business AI is critical.”
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