India, Brazil, UAE Lead Global AI Use — Insights from BCG Survey

From understanding the "three Cs" of AI consumption and navigating the "Misinformation-Excitement-Concern" curve to the rise of emerging markets and key takeaways for leaders, the survey envelopes the evolving AI landscape.
India, Brazil, UAE Lead Global AI Use — Insights from BCG Survey
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A recent Boston Consulting Group (BCG) report suggests that AI use in countries like India, Brazil, and the UAE exceeds mature markets. Across surveyed countries, over 90% of consumers in India and the UAE are aware of ChatGPT and the awareness exceeds 80% in China and Saudi Arabia.

Similarly, 75% of survey respondents have used ChatGPT or another AI-driven service. Notably, this usage is particularly high in markets like India, Brazil, and the United Arab Emirates, where AI adoption is surpassing levels seen in more developed markets.

When asked about the ways of AI consumption, respondents acknowledged the “three Cs” that AI provides:

  • Comfort: AI improves personal well-being by assisting with health, financial, and other goals. For example, 32% of respondents have used AI-enabled health and fitness apps,

  • Customization: AI assists in finding the right product or service and meeting personal objectives. 28% of respondents have utilized AI for personal recommendations, such as cosmetics.

  • Convenience: AI reduces friction and effort. 28% of respondents have used AI-powered visual search to find products matching or resembling items they want to buy.

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India, Brazil, UAE Lead Global AI Use — Insights from BCG Survey

Consumers’ nuanced understanding of AI

According to the survey, consumers demonstrate a highly nuanced understanding of AI, recognizing both positive and negative aspects. While many are excited about AI, a significant subset feels concerned, especially if the technology is “done right.”

In a similar vein, 39% of consumers responded positively to AI’s influence on their lifestyle. AI excitement in the workplace is high too, as 60% believe it will help with learning and education, and 55% anticipate workplace efficiencies.

However, respondents voiced concerns and 33% were worried about data security and the ethical use of AI, while 30% feared the possibility of job displacement due to automation. The BCG calls it the "Misinformation-Excitement-Concern" curve that illustrates consumers' evolving attitudes towards AI.

Analyzing the AI sentiment across countries

The survey records exhibit varying levels of excitement, concern, and usage of AI. Consumers in countries like China, India, Thailand, and the Philippines use AI for research and assistance, leading to higher excitement. In contrast, in countries like Australia, Germany, the UK, and the US, usage is “just to play around” with it.

A country's digital competitiveness influences consumer sentiment towards AI, and countries where AI gets negative press coverage have lower usage, says the BCG report. It stresses that countries with digitally competitive economies may exhibit higher concern due to the perceived threat to employment.

Further, excitement may prevail in less digitally competitive countries where AI is seen as a solution to fundamental problems like healthcare and education.

4 key takeaways for leaders

  1. Leaders should respect consumers' understanding of AI and their concerns, avoiding overly optimistic or dismissive messages. Honesty and objectivity in communication are essential for building trust.

  2. Brands should acknowledge the unknowns and downsides of AI rather than overpromising. Transparency about the limitations of AI tools is crucial for satisfying savvy consumers.

  3. Leaders must counter misinformation and break myths about AI at the beginning of the organization's journey with AI tools. Then, temper excitement and deploy AI using responsible practices.

  4. Leaders should not underestimate emerging markets when it comes to AI. The survey finds that emerging markets present opportunities for AI deployment due to consumers' excitement about the technology. The markets also have additional advantages such as larger populations, cost-efficient infrastructure, government support, and favorable laws and regulations, making them ideal for AI deployments.

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