New research study, Consumer Perception and Use of Generative AI, highlights use of generative AI tools and concerns over privacy and ethics

Parks Associates’ new research study Consumer Perception and Use of Generative AI, a survey of 8,000 US internet households, reveals nearly 40% of households who do not use generative AI tools, including ChatGPT, chatbots, and image generators, do not see the value in them. One-third also have privacy concerns.

The research finds 36% of US internet households are familiar with conversational AI tools like ChatGPT, including just 20% who are very familiar with it. Younger respondents are far more likely to use these tools—more than 70% of respondents 18-24 years old have used a generative AI tool compared to less than 15% of those 65 and older.

• 50% of students report using generative AI for educational purposes 
• 28% of full-time employees or business owners have used generative AI for professional reasons

“People who don't use AI tools might not fully grasp their value because they lack firsthand experience with the benefits,” said Jennifer Kent, VP, Research, Parks Associates. “Without direct interaction, they may be unaware of what and how AI can streamline tasks, improve efficiency, and increase productivity. Encouraging experimentation with AI can expose users to the benefits and then they can appreciate its capabilities.”

Overcoming data privacy and security concerns is more difficult and requires transparency and real protections built into the tools. The inability of regulation to keep up with this fast-moving market may expose consumers to increased vulnerability.

“Most of those using generative AI tools use them multiple times per month. Few use them daily. Consumers are mostly in trial mode,” Kent said. “More active use will be driven by purpose-built applications that are easy to understand and solve practical needs.”

The study, available for purchase, quantifies consumers’ familiarity with and use of generative AI and gauges their perceptions and concerns with this technology. To schedule an interview with an analyst or to request specific data, please contact Mindi Sue Sternblitz-Rubenstein at mindi.sue@parksassociates.com or 972-490-1113.

About Parks Associates

Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com

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