The rise of artificial intelligence (AI) has evoked mixed opinions. Some European experts view it positively, while others see it as a possible risk. Morning Consult Pro conducted a survey of 1,000 adults in France, Germany, Spain, Italy, and the UK to evaluate European consumers’ perspectives on AI.
The survey revealed that AI-powered online search is among the top three most desired applications in all countries except Spain. Consumers are also excited about AI’s integration into healthcare diagnostics, road assistance, and flight and hotel recommendations.
However, the majority of European consumers believe that society is not yet prepared for AI. This sentiment is strongest in France and Germany, with 74% and 70% of respondents expressing their concerns, respectively.
Issues such as the spread of misinformation, child protection, and personal data privacy contribute to consumers’ hesitation. Only a small percentage of respondents trust generative AI with their personal data. In the UK and Spain, the main fear is the irresponsible development of AI by technology companies.
These concerns have prompted European consumers’ overwhelming call for government regulation. Over half of the respondents in all markets agree that AI should be heavily regulated. Specifically, 66% of respondents in Spain and 64% in the UK support regulation. However, the UK government favors an innovation-based approach, unlike the stricter and more risk-based AI Act of the EU.
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