Capgemini-创造性和生成性人工智能（英）-2023

WHY

CONSUMERSLOV

E

GENER

ATIVE

AI#GetTheFutureYouWant2WHY

CONSUMERS

LOVEGENERATIVE

AIFor

a

growing

number

of

use

cases

–

including

activitiestraditionally

thought

exclusive

to

the

human

mind,

suchas

generating

content

and

brainstorming

–

generative

AIis

becoming

an

integral

part

of

many

people's

personaland

working

lives.

Wefound

consumers

to

be

highlyaware

of

the

latest

trends

in

generative

AI

and

many

havestarted

using

generative

AI

tools.

Unlike

the

earlier

techtrends,

including

the

internet,

mobile,

and

social

media,first-wave

generative

AI

is

being

used

by

consumersacross

all

age

groups.

In

this

research,

we

find

that:to

seek

financial,

medical

and

relationship

advice

fromgenerative

AI

toolsOrganizations

and

regulators

must

scrutinize

thehigh

trust

levels

in

generative

AI,

as

a

subsequent

lackof

caution

could

leave

consumers

vulnerable

to

thedangers

posed

by

fake

news,

deepfakes,

cyberattacks,and

plagiarism.

The

high

trust

levels

may

be

due

in

partto

low

public

awareness

of

risks;

the

perception

thatlegislation

offers

protection;

and

limited

cases

of

AIinteractions

violating

consumer

trust.

Weshould

notethat

a

significant

minority

are

conscious

of

the

potentialfor

unethical

or

downright

malicious

misuse

of

AI.

Wefound,

for

instance,

that

one

in

three

consumers

areworried

about

the

non-recognition/non-payment

ofartists/contributors

whose

work

is

used

in

the

training

of•

Consumers

of

all

age

groups

are

highly

satisfied

withgenerative

AI

applications;

satisfaction

levels

arehighest

with

chatbots,

gaming,

and

search

use

cases•

Consumers

across

age

groups

have

high

trust

levels

forgenerative-AI-based

interactions;

many

are

even

willingCapgemini

Research

Institute20233WHY

CONSUMERS

LOVEGENERATIVE

AIgenerative

AI

algorithms

and

of

phishing

attacks

that

usegenerative

AI

technology

to

deceive

individuals.In

this

report,

we

highlight

guidelines

that

will

helpbrands,

regulators,

and

consumers

in

their

generativeAI

journeys.

First,

companies

should

lean

on

generativeAI

for

brand

engagement

and

help

in

designing

safe,unbiased

systems.

Consumers

must

use

the

toolscautiously,

verifying

the

information

provided,

and

shouldnot

be

reticent

about

seeking

help

in

high-risk

situations.Regulators

must

strengthen

legislation

to

protectconsumers

by

requesting

disclosures,

establishingaccountability,

and

improving

user

control.

Used

in

amonitored,

controlled

fashion,

generative

AI

is

the

keytoan

exciting

digital

future.Consumers

would

like

to

see

a

broad

implementation

ofgenerative

AI

across

their

interactions

with

organizations:•

Consumers

are

comfortable

with

the

implementationof

generative

AI

in

marketing

and

advertising,

providedit

doesn't

negatively

impact

their

overall

experience•

They

are

open

to

purchasing

new

products

or

servicesrecommended

by

generative

AI•

They

would

pay

the

same

amount

for

content

createdby

generative

AI

as

that

written

by

humans

and

wouldpay

more

for

generative-AI-powered

tax-preparationservices

and

virtual

generative-AI-powered

travelagentsCapgemini

Research

Institute20234WHY

CONSUMERS

LOVEGENERATIVE

AIThe

AIGenerationThis

report

is

the

first

of

two

we

will

publish

on

the

topicin

2023.In

this

report,

we

will

explore

how

consumers

areusing

generative

AI

applications

and

offer

insights

intohow

generative

AI

is

shaping

the

future

of

the

consumerexperience.

Wealso

discuss

consumers’

high

level

of

trustin

generative

AI

applications

and

consider

whether

this

ismisplaced.

Wealso

provide

our

guidance

for

usinggenerative

AI

responsibly.age

of

18

across

Australia,

Canada,

France,

Germany,

Italy,Japan,

the

Netherlands,

Norway,

Singapore,

Spain,Sweden,

the

UK,

and

the

US.

Wesupplemented

thisresearch

with

social

and

search

analysis

on

consumerperception

around

generative

AI

on

certain

social

mediachannels

in

multiple

languages

across

the

same

countries.For

more

details

on

the

survey

sample,

please

refer

to

theResearch

Methodology.Generative

artificial

intelligence

(AI)

is

rapidlytransforming

the

way

we

interact

with

technology,enabling

machines

to

create,

design,

understand,

andgenerate

content

with

significant

implications

forbusinesses

and

consumers

alike.In

the

second

report,

to

be

published

later

this

year,wewill

delve

into

the

transformative

potential

of

generativeAI

for

organizations

across

industries,

asking

how

thetechnology

could

reshape

businesses;

highlightingindustry-specific

use

cases;

and

comparing

rates

ofadoption

between

industries.The

report

explores

four

broad

themes:Generative

AI

tools

such

as

Midjourney

and

ChatGPTallow

consumers

to

experiment

with

the

technology

inways

that,

even

recently,

few

would

have

imagined.Launched

in

November

2022,ChatGPT

saw

a

remarkablesurge

in

popularity,

amassing

over

1

million

users

in

justfive

days.

Within

two

months

of

launch,

it

had

over

100million

active

monthly

users,

establishing

itself

as

the1.

How

are

consumers

using

generative

AI?2.

Do

consumers

trust

generative

AI

and

are

theyunconcerned

about

misuse?3.

How

will

generative

AI

transform

the

way

consumerssearch

for

and

buy

products?To

gauge

consumer

perceptions

of

generative

AI,

weconducted

a

global

survey

of

10,000

consumers

over

the4.

What

are

the

consumer

guidelines

for

organizationson

their

generative

AI

journeys?fastest-growing

consumer

application

in

history.1Capgemini

Research

Institute20235WHY

CONSUMERS

LOVEGENERATIVE

AIFig.1GenerativeAI

applicationsacrossmultipleformatsTopgenerativeAIapplicationsIndicativeexamplesGPT-3.5andGPT-41DefiningSummarizingandtranslatingintomultiplelanguages(GenerativePre-trainedTransformer)Textgenerative

AIImagesandvideogenerationAnalyzingexistingimages/videotogeneratenewcontent(e.g.,videogames,VR,animation)AdobeFirefly2Musicgenerationandremixing,speechsynthesis,soundeffects,voiceconversion,audioenhancementSonix(acloud-basedaudioandvideotranscriptionsolution)Generative

AI

has

the

capability

to

learn

the

propertiesand

patterns

of

data

for

a

wide

range

of

applications

–from

creating

text,

images,

and

videos

in

different

stylesto

generating

personalized

content.

It

has

the

potentialto

enable

machines

to

perform

creative

tasks

previouslythought

exclusive

to

humans.

The

following

tablesummarizes

the

top

generative

AI

applications

reportedas

part

of

our

research,

and

gives

some

indicativeexamples.Audio3ChatbotstoprovideautomatedcustomerserviceandadviceChatbotsSearchGoogleBard4EnhancedsearchfunctionsusingnaturallanguageprocessingandmachinelearningPerplexityAI5Source:

1.

TechTarget,

“What

is

generative

AI?

Everything

you

need

to

know,”

March

5,

2023.2.

Adobe,

"Adobe

unveils

Firefly,

a

family

of

new

creative

generative

AI,"

March

21,

2023.3.

Sonix.ai,

"Sonix

releases

the

world’s

first

automated

transcription

and

generative

AI

summarization

tool,"

December

14,2022.4.

Cointelegraph,

"What

is

Google’s

Bard,

and

how

does

it

work?"

May

10,2023.5.

Kevin-Indig,

"Early

attempts

at

integrating

AI

in

Search,"

January

10,2023.Capgemini

Research

Institute20236WHY

CONSUMERS

LOVEGENERATIVE

AI01HOW

ARE

CONSUMERSUSING

GENER

ATIVE

AI?Capgemini

Research

Institute20237WHY

CONSUMERS

LOVEGENERATIVE

AIFig.2HighconsumerawarenessofgenerativeAI

toolsSHAREOFCONSUMERSWHOAREAWAREOFTHEGENERATIVEAISPACEANDEXPLOREDTOOLSSUCHAS

CHATGPT,

DALL-EOur

research

revealed

that

fifty-one

percent

ofconsumers

are

aware

of

the

latest

trends

in

thegenerative

AI

space

and

have

also

explored

generative

AItools,

while

another

35percent

are

aware

but

have

notused

generative

AI

tools.

Fourteen

percent

of

our

samplementioned

they

are

neither

aware

nor

have

used

anygenerative

AI

tools

(see

Figure

2).14%IamneitherawareofnorhaveexploredtoolssuchasChatGPT,DALL-E35%IamawareofthelatesttrendsinthegenerativeAIspacebuthavenotexploredtoolssuchasChatGPT,DALL-EBaby

boomers

have

the

highest

awareness

andexploration

of

generative

AI

tools

(53.5percent),followed

by

Gen

X

with

51.7

percent.

Gen

Z

has

a

slightlylower

percentage

(50.8

percent),

and

Millennials

have

thelowest

percentage

(50.2

percent)

among

the

differentage

groups.IamawareofthelatesttrendsinthegenerativeAIspaceandhavealsoexploredtoolssuchasChatGPT,DALL-E51%Source:

Capgemini

Research

Institute,

Generative

AI

consumer

survey,

April

2023,N=10,000.Capgemini

Research

Institute20238WHY

CONSUMERS

LOVEGENERATIVE

AIFig.3ConsumersacrossagegroupsareawareofthelatesttrendsinthegenerativeAI

spaceandhaveexploredtoolsSHARE

OF

CONSUMERS

WHO

ARE

AWAREOF

THE

LATEST

TRENDSINTHE

GENERATIVE

AISPACE

AND

HAVE

ALSO

EXPLORED

GENERATIVE

AI

TOOLS

(BY

AGE

RANGE)A

significant

portion

of

both

women

(49.7percent)

andmen

(51.9

percent)

are

aware

of

the

latest

trends

in

thegenerative

AI

space

and

have

explored

tools

such

asChatGPT

and

DALL-E.

Japan

has

the

highest

percentageof

individuals

(56.5

percent)

who

are

aware

of

and

haveexplored

generative

AI

tools,

followed

by

Singapore

(54.4percent)

and

Sweden

(54.3

percent).AverageGenX

(age43-58)51.0%51.7%53.5%50.2%50.8%23%Baby

boomers(age59-77)Millennials(age27-42)GenZ

(age11-26)20%51%of

consumers

are

aware

of

the

latest

trendsin

the

generative

AI

space

and

have

alsoexplored

generative

AI

toolsSource:

Capgemini

Research

Institute,

Generative

AI,

Consumer

Survey,

April

2023,N

=

10,000Capgemini

Research

Institute20239WHY

CONSUMERS

LOVEGENERATIVE

AIFig.4MajorityofconsumersusegenerativeAI

toolsforgeneratingcontentConsumers

use

generativeAI

for

content

generationand

creative

brainstormingUSEOFGENERATIVEAITOOLSGeneratingcontent(e.g.,emails,essays,stories,poems)52%Creativebrainstorming28%28%Consumers

are

using

generative

AI

for

creativepurposes

such

as

generating

content

(52percent)

andbrainstorming

(28percent).

Already,

this

is

leading

tocomplaints

in

the

film

industry,

for

example,

that

peopleare

using

generative

AI

tools

to

create

mediocre

contentat

a

lower

price.

Generative

models

are

being

used

toproduce

screenplays

in

the

style

of

famous

writers,raising

concerns

about

the

quality

and

authenticity

ofStayingup-to-datewithAIadvancementsObtaininggeneralinformationonawiderangeoftopics,includingscience,history,business,technology,etc.23%20%20%16%13%11%CreatingeducationalmaterialsFine-tuningandeditingcontentConvertingtextfromonelanguagetoanother(languagetranslation)future

scripts.

Over

one-quarter

(28percent)

use

it

for2creative

brainstorming

(see

Figure

4).A

gardener

creatinga

permaculture

garden

in

Phoenix,

Arizona,

UnitedStates,

which

has

a

hot

desert

climate,

used

ChatGPT

forinspiration

on

choosing

plant

species

and

to

determinethe

best

spot

for

each

tree

based

on

sun

exposurethroughout

the

year.ChatGPT

suggested

planting

aUnderstandingcomplexconceptsAs

areplacementforsearchenginesAnalyzingdataortext11%10%Havenotusedthesetoolssofarmoringa

tree

to

provide

shade

for

a

star

apple.3A

writerand

comedian

used

ChatGPT

to

enhance

their

creativitySource:

Capgemini

Research

Institute,

Generative

AI,

Consumer

Survey,

April

2023,N

=

8,596.Capgemini

Research

Institute202310WHY

CONSUMERS

LOVEGENERATIVE

AIand

brainstorm

ideas,

particularly

for

suggesting

wordsthat

rhyme

or

alliterate

or

finding

synonyms

that

startwith

a

specific

letter

to

make

jokes

funnier.4Consumers

are

also

using

this

technology

to

createcustomized

meal

plans

with

specific

requirements,

suchas

gluten-free

and

vegan

options;

craft

eloquent

weddingspeeches

adorned

with

beautiful

metaphors;

composeeffective

work

emails;

summarize

complex

academicarticles;

help

with

homework

and

assignments;

and

muchmore.

With

the

help

of

generative

AI

tools,

an

individual5from

Rochester,

New

York,

effortlessly

created

a

30illustrated

children's

e-book

within

a

matter

of

hours.This

e-book

was

quickly

published

and

made

available

forpurchase

on

A's

self-publishing

unit

in

January.By

mid-February,

there

were

already

over

200

e-books

inAmazon's

Kindle

store

listing

a

generative

AI

model

as

anauthor

or

co-author.6Capgemini

Research

Institute202311WHY

CONSUMERS

LOVEGENERATIVE

AIFig.5ChatbotsisthemostfrequentlyusedgenerativeAI

usecaseFREQUENCY

OF

USAGE

OF

GENERATIVE

AI

TOOLSConsumers

across

allgenerations

are

usinggenerative

AI

applicationsChatbots(automatingcustomerserviceand

more)*7%8%Gaming(gen-AIgamingstudiosor

applications)Text

(summarizingortranslatingcontent)Video(generatingoreditingvideos)Search(AI-poweredinsights)5%6%3%2%3%Among

the

consumers

that

use

generative

AI

platformsfrequently

(i.e.,

multiple

times

a

week),

usage

is

highestfor

chatbots

(15

percent)

and

gaming

(11

percent)

(seeFigure

5).Wefound

that

the

satisfaction

levels

arehighest

for

chatbots,

gaming,

and

search

use

cases.3%2%2%People

are

using

generative

AI

tools

such

as

ChatGPT

torecreate

classic

games

including

Pong,

Tetris,

and

Snake,as

well

as

to

generate

story

ideas

and

dialog

for

text-based

role-playing

games.

A

comprehensive

range

ofgenerative

AI

tools

empowers

people

to

create

code

andgenerate

assets,

textures,

audio,

and

descriptions.Audio

(summarizing,generating,orconvertingtextin

audio)1%1%Images(generatingimages)

1%1%Several

timesa

weekDailyormultipletimesa

daySource:

Capgemini

Research

Institute,

Generative

AI

consumer

survey,

April

2023,N

=

8,596

consumers.*

performing

diverse

tasks

related

to

sales,

marketing,

and

personalized

experiencesCapgemini

Research

Institute202312WHY

CONSUMERS

LOVEGENERATIVE

AIFig.6ConsumersofallagesusegenerativeAI

toolsSHARE

OFCONSUMERSWHOFREQUENTLY

USETHEMOSTCOMMONLY

USEDGENERATIVEAITOOLS(BYAGE)14-15%14%15%Chatbotthe

use

of

chatbots

across

Gen

Z,

Millennials,

Gen14%X,

and

Baby

boomers15%10%10%Wefurther

analyzed

the

frequency

of

usage

amongconsumers

across

age

groups

and

found

little

variationacross

generations.

For

instance,

the

use

of

chatbots

is14-15

percent

across

Gen

Z,

Millennials,

Gen

X,

and

Babyboomers,

making

this

an

accessible

technology.

Mostgenerative

AI

tools

interact

in

a

technology-agnosticchat-based

format,

which

makes

it

easy

to

understandand

interact

with

all

age

groups

(see

Figure

6).Gaming12%13%4%4%Search5%3%GenZ

(age11–26)Millennials(age27–42)GenX

(age43-58)Babyboomers(age59–77)Source:

Capgemini

Research

Institute,

Generative

AI

consumer

survey,

April

2023,N

=

consumers

who

are

aware

of

and

frequentlyuse

commonly

used

generative

AI

tools,

N

=

1,247(chatbots),

N

=

910(gaming),

N

=

320(search).Capgemini

Research

Institute202313WHY

CONSUMERS

LOVEGENERATIVE

AIFig.7ThesatisfactionlevelofconsumersusingchatbotsishighestamonggenerativeAI

usecasesConsumers

across

agegroups

are

highly

satisfiedwith

generative

AIapplicationsSATISFACTION

LEVEL

OF

CONSUMERS

FREQUENTLY

USING

GENERATIVE

AI

TOOLSChatbots

(automating

customerservice

and

more)Gaming

(Gen-AI

gamingstudiosor

applications)Search(AI-powered

insights)89%77%On

further

analysis

of

consumers

who

frequently

usegenerative

AI

applications,

we

found

that

satisfactionlevels

are

highest

for

chatbots,

gaming,

and

search

usecases

(see

Figure

7).

The

satisfaction

levels

are

highacross

all

age

groups

and

consumers

with

a

postgraduate,doctoral,

or

professional

degree.

For

instance,

89

percentof

consumers

say

they

are

satisfied

with

chatbots,

andwhen

we

look

at

this

satisfaction

across

age

groups,there

is

not

much

variation,

with

all

at

around

90

percent(see

Figure

8).76%74%Text

(summarizing

ortranslatingcontent)Generatingsyntheticdata73%Video(generatingoreditingvideos)Images(generatingimages)68%60%Consumers

are

satisfied

with

the

high

efficiency

ofgenerative

AI

tools;

however,this

needs

to

be

monitoredover

time,

particularly

in

light

of

the

phenomenon

of

AI“hallucinations”

(see

page

32).Audio

(summarizing,

generating,orconvertingtexttoaudio)59%SatisfactionlevelSource:

Capgemini

Research

Institute,

Generative

AI

consumer

survey,

April

2023;N

=

consumers

who

are

aware

of

the

generative

AItools

and

use

them

frequently;

N

=

1,247(chatbots),

N

=

910(gaming),

N=

320(search),

N

=

435(text),

N

=

244(generating

syntheticdata),

N

=

490

(video),

N

=

152

(images),

N

=

176

(audio).Capgemini

Research

Institute202314WHY

CONSUMERS

LOVEGENERATIVE

AIFig.8CertainAI

usecaseselicithighsatisfactionacrossagegroupsSATISFACTION

ACROSSAGE

GROUPSFORTHEGENERATIVEAIUSE

CASES

WITH

THEHIGHESTSATISFACTION

LEVELS90%89%89%87%84%82%80%78%76%75%70%67%ChatbotGamingSearchGenZ

(age11–26)Millennials(age27–42)GenX

(age43–58)Babyboomers(age59–77)Source:

Capgemini

Research

Institute,

Generative

AI

consumer

survey,

April

2023;N

=

consumers

who

are

aware

of

frequently

usecommonly

used

generative

AI

tools

and

are

highly

satisfied

with

them;

N

=

1,247(chatbots),

N

=

910(gaming),

N

=

320(search).Capgemini

Research

Institute202315WHY

CONSUMERS

LOVEGENERATIVE

AICOUNTRYINSIGHTImageText71%10%7%Consumers

onsocial

mediaTop

categoriesof

generativeAIVideoOthers12%N

=

23.4Kpostsonsocialmedia.*Othersincludesaudio,mixedmedia,code,anddata.PeopleintheUSmostlysharedAIartwithanimefeatures;NightCafewasoneoftheprominenttoolsUnited

StatesOn

social

media,

use

cases

with

the

highestmentions

included

creative

arts/visuals,improvement

in

healthcare,

curating

effectivecontent,

gaming,

coding,

and

reducing

humaneffort.

Benefits

included

new

inventions,

fasterdecision-making,

error-free

outputs,

reductionof

repetitive

tasks,

quick

results,

and

24/7availability.

Next,

we

share

some

country-levelinsights.ChatbotGaming54%15%8%EducationOthersTop

use

cases23%N

=

9.2Kpostsonsocialmedia.*Othersincludessearch,design,work,healthcare,AIassistant,purchases,andrecommendations.Source:

Capgemini

Research

Institute

analysis.Capgemini

Research

Institute202316WHY

CONSUMERS

LOVEGENERATIVE

AICOUNTRYINSIGHTImageText77%9%5%9%Top

categoriesof

generativeAIAudioOthersN=4.8Kpostsonsocialmedia.*Othersincludesvideo,mixedmedia,code,anddata.WhileAIartfeaturinganimecharacterscontinuestobepopularinCanadaandAPAC

countries,incorrect/inaccurateoutputsmadeuserscautiousaboutusinggenerativeAIAPAC&

CanadaChatbotSearch31%24%GamingEducationOthers13%11%Top

use

cases21%N=1.1Kpostsonsocialmedia.*Othersincludesdesign,work,healthcare,AIassistant,purchases,andrecommendations.Capgemini

Research

Institute202317WHY

CONSUMERS

LOVEGENERATIVE

AICOUNTRYINSIGHTImageVideoAudioText68%12%8%5%6%Top

categoriesof

generativeAIOthersHighcostandmaintenancechargesofgenerativeAIsolutionswerethetopconcernsforEuropeansN

=

3.7Kpostsonsocialmedia.*Othersincludesmixedmedia,code,anddata.EuropeChatbotGamingDesign42%12%11%10%Top

use

casesWorkEducationSearch8%6%8%OthersN

=

1.3Kpostsonsocialmedia.*Othersincludeshealthcare,AIAssistant,purchases,andrecommendations.Capgemini

Research

Institute202318WHY

CONSUMERS

LOVEGENERATIVE

AI02CONSUMERS

TRUSTGENER

ATIVE

AI

AND

AREUNCONCERNED

ABOUT

MISUSECapgemini

Research

Institute202319WHY

CONSUMERS

LOVEGENERATIVE

AIFig.9ConsumersinNorwayshowthehighestleveloftrustforcontentwrittenbygenerativeAIConsumers

have

high

trustlevels

for

generative-AI-based

interactionsSHAREOFCONSUMERSWHOTRUSTCONTENTWRITTEN

BYGENERATIVEAI(BY

COUNTRY)An

important

question

for

all

consumers

of

generativeAI

applications

is

whether

the

technology

can

be

trusted.Wefound

that,

in

general,

consumers

currently

trust

thecontent

from

these

generative

AI

platforms,

even

forfinancial,

medical,

and

relationship

advice.79%75%73%74%74%73%72%72%72%72%72%72%70%70%Content

written

by

generative

AI

has

ahigh

acceptance

rateSeventy-three

percent

of

consumers

trust

contentwritten

by

generative

AI

(see

Figure

9).Consumers

inNorway

(79

percent)

and

Spain

(75percent)

have

thehighest

levels

of

trust

in

generative

AI

content.

However,when

we

analyzed

trust

levels

across

age

groups,

wefound

little

variation

(Figure

10).Similarly,

there

is

littlevariation

by

gender.

Trustlevels

also

increase

withhousehold

income

levels.AverageSpainFranceCanadaJapanUSSingaporeNorwayUKNetherlandsItalySwedenAustraliaGermanySource:

Capgemini

Research

Institute,

Generative

AI

consumer

survey,

April

2023,N

=

8,596Capgemini

Research

Institute202320WHY

CONSUMERS

LOVEGENERATIVE

AI"If

generative

AIThese

high

levels

of

trust

could

be

due

to

the

greater

efficiencybrought

by

these

applications

and

the

availability

of

personalizedcontent

in

a

ready-to-use

format,

especially

for

tasks

such

as

coding,multimedia

creation,

and

editing.

Toolssuch

as

ChatGPT

respond

tousers’

prompts

in

a

clear,easily

understood

manner,and

it

is

possiblethat

consumers

equate

this

clarity

with

accuracy.

Further,

populargenerative

AI

applications

such

as

ChatGPT

are

backed

by

renownedtech

firms

such

as

Microsoft

and

Alphabet,

whose

endorsements

alsoincrease

consumer

trust

levels.simplifies

people's

livesand

adds

value,

it

willtranscend

age

barriers."Sixty-four

percent

of

consumers

are

thrilled

by

the

prospect

ofusing

generative

AI

to

draft,

fine-tune,

summarize,

and

edit

contentbased

on

prompts,

as

it

can

save

them

time

and

effort.

The

mostexcited

countries

are

Australia

(67percent),

Canada

(66percent),

andSingapore

(66percent)

(Figure

11).

As

household

income

increases,the

share

of

consumers

excited

about

these

technologies

tends

toincrease

also.

Specifically,

consumers

with

a

household

income

of$140,000were

most

likely

to

be

excited

about

using

generative

AI

(69percent),

while

those

with

a

household

income

of

less

than

$20,000reported

the

lowest

level

of

enthusiasm

(63percent).Louis

DiCesariLouis

DiCesari,

Global

Head

of

Data,

Analytics,

and

AI

at

Levi

Straussconfirms:

“If

generative

AI

simplifies

people's

lives

and

adds

value,

it

willtranscend

age

barriers.

The

technology

will

see

widespread

adoption

onceits

limitations

are

addressed

and

it

delivers

concrete

consumer

benefit.”GlobalHead

ofData,An