Only 8% of Spaniards use generative AI daily, almost half the global average (14%)

• The new global study carried out by Thoughtworks evaluates the opinion of 10,000 people on the benefits, regulation and business innovation of Generative Artificial Intelligence, among other aspects
• Consumer sentiment is polarized regarding AI, with 42% showing interest but at the same time showing concern. And 68% believe that it is essential that regulation not discourage business innovation
• The vast majority (90%) recognize the need to regulate Generative AI, with governments playing a vital role in its design, development and deployment
• At a general level, the results express consumers’ concerns about the way companies use their data. If there is proactivity and transparency, the future of Generative AI looks positive, from more innovative products and services to a better customer experience

Barcelona, ​​October 20, 2023 –  Thoughtworks, a leading global technology consultancy, today published the results of a global study on Generative Artificial Intelligence (GenAI), which reveals the main benefits applied to businesses and the interest on the part of consumers regarding new products and services. However, the study also highlights the global concern to develop a clear and common regulatory framework, as well as the protection of user privacy and data.

The study includes Spain among the countries analyzed and has found that only 8% of Spanish consumers use Generative AI almost daily, practically half the global average (14%).  On the other hand, the comparison with countries such as India (43%), or Singapore (26%), is striking.  According to Gustavo Drachenberg, Data & AI Service Line Operations Lead at Thoughtworks Spain, “In Spain, we still have a long way to go, compared to other countries, to capitalize on the advantages that Generative Artificial Intelligence offers. Starting with the demystification of the term, knowing that it is something we have at our fingertips today. Using this technology intelligently will allow us to gain efficiency and competitive advantages on a personal and corporate level. The results of this study show where we are currently in its development, but more importantly, where we can go.”

At a global level, another of the most striking aspects of the survey is consumer sentiment regarding AI, which is polarized. 42% of the sample is interested in Generative AI but also concerned. If we analyze the interest block, consumers consider that Generative AI can have benefits in: improving creativity and writing skills (34%); more opportunities to be innovative (33%); help us improve our organization and calendar (31%); be more productive at work (31%); and helping us in decision-making (30%).

On the contrary, within the risk block, the vast majority (90%) recognize the need to regulate generative AI, with governments playing a vital role in its design, development, and deployment. In fact, if a company does not incorporate responsible and ethical thinking  when using Generative AI, 93% of consumers say they risk facing risks, such as legal and regulatory issues (65%) and damage to their reputation (65%).  Additionally, the report states that  companies  must be  transparent about their use of Generative AI, otherwise they risk losing current and potential customers. Most consumers (85%) prefer companies that defend transparency and fairness in their use.

Gustavo Drachenberg continues: «GenAI offers infinite possibilities. “We are helping our customers experiment with exciting new capabilities, such as generating ideas for more innovative products, faster support, and more personalized experiences, and then producing those experiments as enterprise-grade software.”

And, if we analyze the results regarding business applications and how they are conceived by workers, 83% of consumers expect that companies can use Generative AI to be more innovative and offer them a better service. Likewise, those most likely to buy from companies that use GenAI would do so for greater innovation (59%), to give them a better customer experience through faster support (51%) and a more personalized experience (50%).

You can download the results of the report “Generative AI: What consumers want” at this link.

Methodology

Thoughtworks commissioned this research from independent market research agency Vanson Bourne. The global study surveyed 10,000 consumers in August 2023. 1,000 of them in each of the following countries: Spain, Germany, Australia, Brazil, United States, India, Italy, Netherlands, United Kingdom and Singapore. All consumers were 18 years or older and had to know GenAI to participate.

Acerca de Thoughtworks

Thoughtworks is a global technology consultancy that integrates strategy, design and engineering to drive digital innovation. We are more than 11,500 people located in 51 offices in 18 countries. In its 30 years, the company has made an extraordinary impact with its clients by helping them solve complex business problems with technology as a differentiator. In Spain, the company has more than 500 workers and its own offices in Barcelona and Madrid.

Contact:
Communication agency: ATREVIA
Albert Cuesta
[email protected]  / 657 766 256
Esteve Solà
[email protected]  / 647 573 628