Hong Kong Consumer Comfort with AI: Insights for Brand Stewards
Generative AI has captivated the attention of tech and business leaders. Its swift progress necessitates rapid adaptation. This transformation doesn’t merely reshape consumer behaviours and expectations; it also opens doors to new product and service possibilities. As AI is poised to revolutionise our daily lives, brands must be vigilant about the ethical dimensions of generative AI.
Our survey reveals that most Hong Kong residents are familiar with AI. However, only 27% are familiar with generative AI. The younger generations seem to be more aware of generative AI than older generations.
When it comes to content creation, there is a strong inclination towards human-driven content for photojournalism, news articles, and related website content. AI-generated content is preferred for consumer marketing websites.
Trust in AI varies across scenarios. While AI enjoys trust in internet searches, scepticism prevails in areas like AI-generated influencers and AI-curated news.
Comfort levels with AI also vary across industries. Consumers feel more comfortable interacting with AI in the restaurants, travel and hospitality, and shopping/retail sectors. Conversely, sectors like healthcare, insurance, and investment involve high-stakes decisions and the handling of sensitive personal data. In these contexts, consumers may feel less comfortable and exhibit lower trust when interacting with AI.
