75% of Spaniards believe that artificial intelligence will be essential in their daily lives
Posted: Sat Dec 28, 2024 5:07 am
Media, advertising and marketing agency group IPG Mediabrands has published the key findings of its latest paper, “AI Disruption ,” outlining its vision of the emergence of AI in the new era of decentralized connections.
The document is based on an extensive research project, carried out in collaboration with students of the Master in Market Research & Consumer Behavior at IE Business School, which delves into the knowledge, adoption and perception of AI in Spain. According to this analysis, almost 8 out of 10 citizens (75%) believe that AI will have a vital impact on their daily lives.
Furthermore, it confirms that society wants to integrate AI into its immediate future because of the promise of reinventing and reconfiguring its current reality, since 65% of those surveyed recognize the efficiency of AI in optimizing daily tasks , although only 41% still claim that its use is easy.
When comparing by age segments, the youngest population shows high levels of knowledge of this new driver of transformation, with 77% in Generation Z, followed by millennials with 69%. On the other hand, the oldest population, known as Generation X, has the lowest levels of knowledge, with 51%.
Generation Z, the most receptive to AI
The analysis broken down by age groups reveals that the positive perception of AI , seen as a factor that improves the quality of daily life by automating complex tasks and saving time, finds its greatest echo in Generation Z. This younger population group, more accustomed to and open to new technologies, stands out for showing higher levels of perceived high knowledge, for being very satisfied with AI and projecting greater potential in use and integration by brands.
Interaction with AI varies significantly by age. Younger people use it to enrich their education and explore gaming , while Generation Y turns to AI in pursuit of a healthier lifestyle, to answer personal questions or to compare products of interest. In contrast, older people limit their interactions to voice assistants.
Practical application of artificial intelligence in society
In terms of its practical application in different sectors of society, IPG's AI Disruption concludes that six out of ten respondents believe that the use of Generative AI can be especially beneficial in the health field . Other nota belarus whatsapp lead ble sectors are entertainment, finance and energy, with 51%, 48% and 43%, respectively. On the other hand, ChatGPT has emerged as a leading tool in Generative AI. The study states that 85% of users are familiar with Chat GPT, followed by DALL-E, a tool recognised by only three out of ten.
“AI is redefining the way brands communicate, engage and deliver experiences. We are aware that data ownership, transparency of tools and intellectual property rights are challenges that we at IPG Mediabrands will continue to address so that our clients can do the same,” says Mapi Merchante, Analytics, Insights & Strategy Director at IPG Mediabrands.
How do Spaniards view AI? Conclusions from IPG Mediabrands' AI Disruption
Although 58% of respondents project an optimistic view on the integration of AI into their daily routines, 42% still have a cautious and skeptical attitude, with concerns about intrusion and the risks associated with the implementation of AI, according to the AI Disruption paper by IPG. Privacy and data management will be challenges that the different platforms will have to address. In this regard, 74% of Spaniards do not feel confident in the use of the data that applications monitor from their routines. In addition, security and efficiency become the two most important factors when using Generative AI, with 80% and 77%, respectively.
“As with every major technological revolution, the rules change, and so we all need to work together to understand how to capitalise on new opportunities. This vision, anchored in an extensive research project and the experience of different areas of the agency, allows us to have a complete picture of how brands should act in this new paradigm. At IPG Mediabrands we use AI strategically and responsibly, transforming the way we make brands grow,” explains Cristina Lera, Chief Data & Technology Officer at KINESSO-IPG Mediabrands.
The document is based on an extensive research project, carried out in collaboration with students of the Master in Market Research & Consumer Behavior at IE Business School, which delves into the knowledge, adoption and perception of AI in Spain. According to this analysis, almost 8 out of 10 citizens (75%) believe that AI will have a vital impact on their daily lives.
Furthermore, it confirms that society wants to integrate AI into its immediate future because of the promise of reinventing and reconfiguring its current reality, since 65% of those surveyed recognize the efficiency of AI in optimizing daily tasks , although only 41% still claim that its use is easy.
When comparing by age segments, the youngest population shows high levels of knowledge of this new driver of transformation, with 77% in Generation Z, followed by millennials with 69%. On the other hand, the oldest population, known as Generation X, has the lowest levels of knowledge, with 51%.
Generation Z, the most receptive to AI
The analysis broken down by age groups reveals that the positive perception of AI , seen as a factor that improves the quality of daily life by automating complex tasks and saving time, finds its greatest echo in Generation Z. This younger population group, more accustomed to and open to new technologies, stands out for showing higher levels of perceived high knowledge, for being very satisfied with AI and projecting greater potential in use and integration by brands.
Interaction with AI varies significantly by age. Younger people use it to enrich their education and explore gaming , while Generation Y turns to AI in pursuit of a healthier lifestyle, to answer personal questions or to compare products of interest. In contrast, older people limit their interactions to voice assistants.
Practical application of artificial intelligence in society
In terms of its practical application in different sectors of society, IPG's AI Disruption concludes that six out of ten respondents believe that the use of Generative AI can be especially beneficial in the health field . Other nota belarus whatsapp lead ble sectors are entertainment, finance and energy, with 51%, 48% and 43%, respectively. On the other hand, ChatGPT has emerged as a leading tool in Generative AI. The study states that 85% of users are familiar with Chat GPT, followed by DALL-E, a tool recognised by only three out of ten.
“AI is redefining the way brands communicate, engage and deliver experiences. We are aware that data ownership, transparency of tools and intellectual property rights are challenges that we at IPG Mediabrands will continue to address so that our clients can do the same,” says Mapi Merchante, Analytics, Insights & Strategy Director at IPG Mediabrands.
How do Spaniards view AI? Conclusions from IPG Mediabrands' AI Disruption
Although 58% of respondents project an optimistic view on the integration of AI into their daily routines, 42% still have a cautious and skeptical attitude, with concerns about intrusion and the risks associated with the implementation of AI, according to the AI Disruption paper by IPG. Privacy and data management will be challenges that the different platforms will have to address. In this regard, 74% of Spaniards do not feel confident in the use of the data that applications monitor from their routines. In addition, security and efficiency become the two most important factors when using Generative AI, with 80% and 77%, respectively.
“As with every major technological revolution, the rules change, and so we all need to work together to understand how to capitalise on new opportunities. This vision, anchored in an extensive research project and the experience of different areas of the agency, allows us to have a complete picture of how brands should act in this new paradigm. At IPG Mediabrands we use AI strategically and responsibly, transforming the way we make brands grow,” explains Cristina Lera, Chief Data & Technology Officer at KINESSO-IPG Mediabrands.