Artificial Intelligence (AI)

Almost one in five (18%) say they have used AI as a source of advice on personal problems. Three in four (67%) say they use polite language when interacting with AI, with over a third (36%) believing that it increases the likelihood of a helpful output.

The British public is comfortable rather than uncomfortable with a range of uses of AI in healthcare, particularly reminding patients to book follow-up appointments (61%), helping to identify potential health risks or early signs of disease via wearable devices (48%) and helping to identify those at increased risk of chronic illnesses (48%).

AI presents the biggest opportunity for Chartered Accountants to deliver value, shape careers, and create interesting roles, but demands upskilling and leadership from the top to maximise its potential.

Three in ten (29%) believe AI will have a positive impact, while 26% say anticipate a negative impact (23% no difference).

Our research shows there is one essential factor that must underpin all efforts if the UK is to succeed in its AI ambitions: trust.

There is one essential factor that must underpin all the UK government's efforts in order for the UK to succeed in its AI ambitions: trust.

Public Trust in AI: Implications for policy regulation

Marginal Moments was an AI R&D project, using AI personas to explore how election promises are engaging the public. We followed five AI generated voters throughout the election campaign, introducing them to a wide spectrum of national and local election materials, to understand how the speeches and pledges made by Parties impact their voting intention.

Understanding audience perspectives on Gen AI is crucial. Our latest report, written with the BBC, explores this, offering key insights into audience attitudes and concerns.