According to new research, awareness of AI tools among the average U.S. consumer is mixed, and data and privacy implications are causing interest in the newer technologies to be rather muted.

Parks Associates, in a new whitepaper developed in partnership with Adeia, says 47% of U.S. internet households – defined as homes with an internet connection – are familiar with at least one AI technology. However, it’s not all good news for AI, as 69% of consumers say they have concerns with the data and privacy implications of AI tools.

Consumers Lack Awareness of AI Tools

According to the research, the most popular AI tools from a consumer perspective is of course conversational AI tools like ChatGPT, Microsoft Copilot, and Google’s Gemini. Others include live translations of phone calls, AI-powered image editing, AI chatbots, image creates and AI-powered captions, in that order.

However, just 36% of households are familiar with new AI tools like ChatGPT, Copilot and Gemini, signaling that there may be a lack of interest among consumers regarding these technologies that are quickly becoming part of the smart home. Amazon is planning to soon release a more intelligent version of Alexa with generative AI capabilities, and Google has said it plans to bring new AI features to its smart home products.

According to the whitepaper, just 28% of consumers use AI for personal reasons, but AI use jumps in professional and educational scenarios, with 50% of students using AI, and 28% of workers or business owners are using AI for professional reasons.

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Why Consumer Interest In Using AI is So Low

According to Parks Associates, some consumers have reservations about using AI tools or simply don’t understand how to use them. The research shows that an unclear value, data and privacy concerns, a lack of understanding, cost, inaccuracy, and other reasons are main factors impacting consumer interest in adopting AI.

Some survey respondents simply said AI is “creepy.”

Further, 71% of U.S. internet households say they have concerns about society’s ability to control and use AI responsibly, which is the top concern, according to Parks Associates.

In fact, some companies that offer AI-powered voice assistants like Amazon have been sued for violating privacy laws. In one lawsuit the Federal Trade Commission alleged that Amazon illegally held onto conversations that consumers had with its voice assistant Alexa. Google Assistant has also come under fire with similar allegations.  

“Because AI will become so pervasive in the next few years thanks to its accessible, customizable, and productive qualities, awareness surrounding the potential risks and falsehoods of AI is crucial in mitigating any potential harm from such biased and hallucinatory responses,” researchers say in the whitepaper.

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