Last updated: 17 Jun 2024 12:00 Posted in:
More than 18 million people in the UK have now used Generative AI (GenAI), according to Deloitte’s 2024 Digital Consumer Trends research, based on a survey of 4,150 UK adults aged 16-75.
In the UK, three in five (60%) people are now aware of GenAI and over a third (36%) have used a GenAI tool, an increase of 26% (13 million people) from May 2023.
However, notable gender and age gaps were apparent in the findings with 43% of men having used GenAI, compared with just 28% of women.
The technology is also primarily used by younger groups, with 62% of people aged 16-34 having actively used it, compared with only 14% of 55-75 year olds.
One in seven people (14%) have used GenAI for work, equating to around seven million people, increasing from four million a year ago. Of those using GenAI for work, three in four (74%) claim a productivity boost of either ‘a fair amount’ or ‘a great deal’. However, just 27% of those in work claim that their employer encourages the use of GenAI, suggesting that the majority work may be doing so without their employer’s official endorsement.
Among those who have used GenAI for work, the most popular reasons are generating ideas (44%) and looking up information (41%), followed by creating written content (39%), writing/editing emails (38%), and summarising text (37%).
However, among those aware of GenAI, more than half (59%) would be less inclined to trust an email if they knew it was created with GenAI. Similarly, 56% would be less inclined to use a customer service if they knew they were conversing with a GenAI assistant.
Costi Perricos, partner and global Generative AI lead at Deloitte, said: “Whether organisations have supportive or strict policies on the use of Generative AI, it is clear that improving business AI fluency is vital. GenAI deployment should be accompanied by a thorough learning and development programme, including training on ethics and responsible use, and guidance on how to get the most value from GenAI tools. HR leaders have a key role to play, creating a clear framework in which their workforce can operate.”
Paul Lee, partner and head of technology, media and telecommunications research at Deloitte, commented: “Employees are moving faster than their employers when it comes to adopting GenAI to transform how they work. While workers are signalling that GenAI can boost their output and save them time, many employees may not be supported, encouraged, or explicitly endorsed to use the technology by their organisation.
“While the most popular uses tend to be generating ideas and looking up information, these may not be optimal applications of GenAI, given known issues such as hallucination. Employers need to step up and invest in tools and governance to better support their staff in using this technology. Additionally, usage has to thrive among all types of employees, not just certain demographics, if the tools are to be most effective.”
"GenAI deployment should be accompanied by a thorough learning and development programme, including training on ethics and responsible use, and guidance on how to get the most value from GenAI tools."
Costi Perricos, Partner & Global Generative AI Lead, Deloitte