Understanding AI Perception Across Age Groups
The perception and expectations of artificial intelligence (AI) among domestic consumers vary significantly based on age groups. While younger generations, particularly those in their teens and 20s, who are more familiar with AI technology, tend to have relatively lower expectations regarding its efficacy and benefits, individuals in their 40s to 60s generally view the introduction of AI technology more positively.
On the 22nd, Daehong Planning announced a collaboration with the Seoul National University College of Human Ecology-affiliated Retail Innovation Center to develop the ‘AI Consumer Wellness Index (AIWI)’. This index is designed to measure Korean consumers’ acceptance of AI technology and their life satisfaction levels. It is calculated by synthesizing four key factors: ‘positive emotions, negative emotions, self-actualization, and ethical awareness’.
According to the research results, the AI Consumer Wellness Index for South Koreans scored 62.8 out of 100. A representative from Daehong Planning mentioned, “We plan to systematically track changes in Koreans’ AI acceptance levels periodically using this index as a benchmark.”
The survey also included questions about consumers’ interest in AI and their perceived efficacy from its adoption. Among all respondents, 60.4% indicated that they have a high interest in AI, showing that over half of the consumers are interested in the technology.
Generational Differences in AI Perception
Generational differences in perception were clearly evident. The proportion of respondents who said they “prefer products or services from companies utilizing AI technology” was 43.2% among teens, while it was significantly higher at 56.6% for those in their 50s and 61.5% for those in their 60s.
This trend suggests that younger generations, who are accustomed to a digital environment, perceive AI as an extension of existing technology. As a result, they may not experience its differentiated value compared to middle-aged and older adults.
Older age groups also demonstrated more active interest and utilization behaviors toward AI. The proportion of respondents who said they “seek information about AI and are interested in its services” was higher among those in their 50s (61.9%) and 60s (62.3%) compared to teens (59.7%) and those in their 20s (55.8%).
Implications for AI Brand Communication Strategies
Daehong Planning explained that these generational perception gaps will provide important implications for companies’ AI brand communication strategies. For teens and those in their 20s, emphasizing AI’s new experiences, personalized value, and emotional satisfaction would be effective.
Kim Deok-hee, representative of Daehong Planning, stated, “In an era where all citizens encounter AI in their daily lives, brand strategies must be based on objective indicators reflecting consumers’ trust and acceptance of AI. Strategic marketing communication utilizing the AI Consumer Wellness Index will be an opportunity to leap forward as an innovative AI-leading enterprise.”
Key Findings from the Survey
The survey revealed several key findings:
- Interest in AI: Over half of the consumers expressed high interest in AI, indicating a growing curiosity about the technology.
- Preference for AI-Driven Products: Older age groups showed a higher preference for products and services from companies utilizing AI technology.
- Information Seeking Behavior: Middle-aged and older consumers were more likely to seek information about AI and show interest in its services.
- Perception Gaps: Younger generations, despite being more familiar with digital environments, had lower expectations regarding AI’s unique value.
These insights highlight the need for tailored approaches in AI marketing and communication strategies. By understanding the varying perceptions across different age groups, companies can better align their strategies to meet consumer expectations and foster greater acceptance of AI technology.
