As Generative AI Adoption Surges, Consumer Privacy And Security Concerns Rise: Survey

Consumers have a positive perception of their technology experiences and are increasingly embracing generative artificial intelligence. However, they are determined to seek balance in their digital lives and expect trust, accountability, and transparency from technology providers, a recent Deloitte survey shows.

Generative AI usage has more than doubled over the past year. Around 38% of consumers are now experimenting with or using gen AI for personal, work-related, and educational tasks, and 83% of those using gen AI for work say it boosts their productivity. Of those surveyed, 37% said they’re more likely to upgrade their smartphone sooner to access new embedded AI technologies.

Younger consumers express interest in engaging with gen AI chatbots on personal issues, including turning to a chatbot “friend” (44%), conversing with a mental health chatbot (44%), or relationship coach (42%).

However, 51% of consumers reported they’re more skeptical of the information they see online compared to a year ago. Around 70% of those familiar with or using gen AI say it’s harder to trust what they see online, and 68% are concerned they could be fooled or scammed by gen AI content.

While most consumers surveyed (78%) believe their digital experiences have a positive impact on their lives, they are increasingly grappling with the downsides of technology and setting more boundaries on their digital use. Many (44%) struggle to limit their screen time to a level they are comfortable with (up from 38% last year).

More consumers surveyed are taking measures to keep their device usage in check (83% have taken at least one step to set digital boundaries, up from 78% last year). Almost all parents surveyed (94%) reported setting digital boundaries for their children.

Consumers are more worried that their digital activities could lead to security incidents and breach of personal information. Security incidents have increased year-on-year among respondents, with 48% saying they experienced at least one kind of security failure in the past year (up from 34% in 2023). Meanwhile, 85% have actively taken steps to protect themselves from such incidents.

Trust is critical in a data-driven world. Over half (52%) of consumers feel their technology providers have clear data privacy and security policies and provide easy control over user data report high levels of trust. Conversely, 52% of consumers feel their technology providers have unclear privacy and security policies and make it difficult to control data report low trust.

Consumers who trust their technology providers to protect their data also spent 50% more on connected devices in the past year than those with low trust in their providers, the survey showed.