Cheil India Unveils Latest Study On AI

EE News Desk Jan 06, 2024

A new survey by Cheil India headlined AI & I covers what Indian consumers feel about and expect from AI in 2024. The quantitative online survey administered to over 1000 respondents across different age groups, examines the attitude of people towards AI.

Lim Seob Chung, MD, Cheil India, underlines the importance of this survey, “Unlike other recent trends that dominated tech headlines, AI has become mainstream and is here to stay. Its appeal cuts across age groups and gender with each coterie having their own views on it”.

6 out of 10 people realise the transformative powers of AI and are eager to see & experience its full potential. However, there are key differences across generations & gender.

“It is a first-of-a-kind survey by Cheil India that draws attention to what consumers are feeling about AI given its outsized impact on our life. A good heuristic for many things that haven’t been captured about it so far”, says Sanjeev Jasani, COO, Cheil India.

Millennials feel AI will make their life easier & more fulfilling, by automating menial tasks, and help in fostering connections.

Gen Z wants AI to help them live life the way they want, on their own terms and prioritises AI applications that customise & personalise the way they experience the world.

Sourav Ray, Chief Strategy Officer, Cheil India is excited about what the study reveals, “We have uncovered the dichotomy inherent in the beliefs around AI – most consumers are hopeful, yet watchful. Hopeful about its transformative potential, watchful about its use and deployment”.

While men are somewhat over-excited by AI, women take a more measured approach.

Consumers prioritise life-enhancing experiences over just gimmicks across different facets of life like home security, smart home, personalised recommendations for entertainment, customer service and AI-generated content.

Across categories, Personal Security comes out as the biggest opportunity area. This has two key aspects – Health and Home.

“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”, opines Arnab Datta Chaudhuri, GM, Integrated Planning.

Data privacy has emerged as the biggest bottleneck in AI adoption – 64 per cent of respondents think that if they start using AI, all their data will be exposed to AI companies. In comparison, 70 per cent are worried about those companies misusing the data they share.

Apart from privacy, multiple concerns loom large. Gen Z is most apprehensive about the loss of jobs due to AI automation and AI overtaking humans in creative fields like writing and Art.

Millennials, on the other hand, believe that bad actors misusing AI are the real problem. Increased hacking by terrorists, social manipulation through AI algorithms, and AI-powered surveillance are some of the things they caution against.

Sourav Ray adds, “We want AI to give us security, personalisation and convenience. However, interference in emotional aspects, particularly human relationships and intimacy is clearly off the table. This report will give brands an understanding of how open consumers are to adopting different AI technologies, and what could the key talking points be, as & when they keep adopting these new technologies”.