Savanta’s online survey of 7,089 people across five markets, for the report AI: Power and potential, suggested that 12% UK adults believed they fully understand generative AI, the lowest of markets measured.

The other markets measured for their understanding of AI was the US ( 18%), followed by Canada ( 15%), the Netherlands ( 14%) and Germany ( 14%). 

UK consumers ( 24%) are also the least likely to say they had definitely used generative AI before, behind the US ( 32%), Canada ( 31%), Netherlands ( 27%) and Germany ( 25%).

The research also found that 32% of UK respondents said they have heard of generative AI, but do not understand what it is, the highest of the five countries surveyed.

More broadly, 71% of consumers across all markets said they had heard of generative AI, with the technology best known in the US ( 75%) and least well known in Germany ( 65%).

Savanta said there is a strong generational split, with those under 35 ( 78%) most likely to have heard of generative AI, compared with 65% of those over 55.

Shaun Austin, head of media and agencies at Savanta, said: “There’s a real sense that AI has ‘cut through’ with the public, but varying levels of understanding and usage, and certainly some caution as a consequence of this.

“There is a potential challenge that as this technology continues to advance, significant proportions of ageing populations get left behind.”

James Poulter, head of AI and innovation at House 337, added: “It’s hard to believe we’re just two years on since the arrival of ChatGPT and the explosive growth in Generative AI since that time. However, Generative AI has been embedded across our lives for much longer than that, and brands need to get better at explaining this to unlock the next stage in the journey.

“AI has been safely and happily supporting algorithms on your streaming services and customer service chatbots for years – and knowing this can help consumers properly understand and use AI to improve their lives.”