From curiosity to daily companion: AI is reshaping life in the GCC
In recent years, Artificial Intelligence (AI) has transitioned from a promising technology to an integral part of daily life, especially in parts of the Middle East and North Africa (MENA) region. Along with this shift in AI’s role, audiences’ opinions and habits involving AI have shifted. Our recent 'Ipsos Streaming360 Tracker' report provides insightful data on how AI is being adopted, the behaviours associated with AI usage, and consumers' outlook towards accessing premium AI services.
Understanding adoption and attitudes towards AI
AI has truly become an everyday companion for users in the Gulf Cooperation Council (GCC), with a majority utilizing AI tools primarily for learning, work, and personal development. According to the data, users view AI tools as a pivotal support system, aiding in educational pursuits (47%), work-related tasks (43%), and personal branding (42%). AI is now being used as an integrated daily tool instead of something new and experimental. This signifies a shift from passive consumption to active engagement. AI-users now foster cooperative relationships with the models they use day-to-day. Leading this ecosystem is ChatGPT, which not only dominates in awareness and trust but is also perceived as the most emotionally resonant brand. Users report preferring the friendly interactions they have with ChatGPT, seeking more connection in their use of artificial intelligence. ChatGPT's significant lead is characterized by its human-like interaction, making users feel understood and supported. This emotional bond is stronger than what is seen with other AI platforms like Gemini and Meta AI, which are increasing in usage yet remain secondary.
AI Usage and Behaviours
The ways in which AI is used are evolving; users actively seek collaboration with AI tools as opposed to passively consuming AI-generated content. A significant percentage (37%) appreciate seeing multiple response options, and 36% report refining their prompts to achieve the desired outcome. This data suggests an interactive, iterative relationship where users craft more personalized and effective outputs by experimenting and combining AI results with their ideas (24%). This relationship makes AI even more essential for day-to-day work, as users are able to focus on what they want out of their interactions. Moreover, only 12% feel the need to verify AI-sourced information elsewhere, highlighting increasing trust levels between users and AI tools.
Willingness to Pay for Premium AI Access
The inclination towards premium AI services also reflects users' trust and dependence on these technologies. Our data shows that 4 out of 5 of users are open to paying for advanced AI features, demanding higher quality, seamless integration, and enhanced privacy. Among the top reasons for considering premium access are more advanced features (48%), better quality responses (47%), and improved integration with existing applications (44%). This willingness to invest signifies that consumers are looking for personalized and efficient AI experiences tailored to their needs. AI is more and more being considered a valuable tool worth investing in order to get higher quality.
The GCC region is at the cusp of a significant AI transformation, with technology not only supporting but enhancing personal and professional life.
As AI continues to integrate into our daily routines, understanding consumer behaviours and attitudes will be pivotal for businesses seeking to cater to this evolving market.
For more information, please contact:
Reem Kasem, Research Manager – Media: [email protected]
Diala Rashad, Account Manager – Media: [email protected]
