Younger UK consumers more comfortable with AI in messages

Research from Quadient indicates a significant generational gap in UK consumer attitudes towards AI-generated customer communications, with younger people more than twice as likely as older individuals to feel comfortable with this technology.

The survey of 2,000 UK consumers shows that 49% of those aged 18 to 34 are comfortable with organisations using AI-generated communications, compared to just 23% of respondents aged 55 and over.

The findings reveal that younger generations are beginning to recognise the benefits associated with AI in communication. Nearly half (47%) of 18 to 34-year-olds believe AI contributes to faster responses to customers, whereas only 30% of over-55s share this view.

Additional figures referenced by Quadient, including a recent KPMG customer experience report, suggest that strategic AI adoption has played a part in a 1.4% increase in UK customer satisfaction scores among leading brands in 2024—the largest rise in three years.

Despite anticipated growth in AI acceptance, Quadient asserts that businesses must do more than simply deploy AI tools; they need to demonstrate to consumers how such technology enhances the quality, transparency, and trustworthiness of customer communications.

Antony Paul, Head of Global Product at Quadient, stated, "AI isn't just about passing the Turing test or mimicking human conversation. From automation to data consolidation, AI is far more than just ChatGPT – at its best, it helps businesses make smarter decisions that deliver genuine benefits to customers. The smoke and mirrors around AI has left many consumers uncertain about how it's actually being used. To build trust, businesses must clearly demonstrate how AI improves customer experience, whether that's through streamlining processes or personalising messages. Key to this is transparency, organisations simply can't keep customers in the dark about their use of AI in communications."

Yet, reservations over AI-generated communications persist. Quadient's research finds that most age groups (61% of 18 to 54-year-olds and 53% of respondents aged 55 and over) believe that AI results in lower-quality communication than messages written by humans.

Concerns about how AI impacts customer relations are common: 53% of consumers believe that the use of AI in generating communications signals a lack of genuine customer care.

Transparency is a dominant theme in consumer sentiment. According to the research, 81% of UK consumers, regardless of age, expect organisations to disclose when AI has been used to produce communications.

Implementing AI in a way that benefits, rather than undermines, the customer experience remains crucial for businesses. The report contends that for AI to meet its promised advantages, companies need to prioritise transparency and quality to foster consumer trust.

Trust concerns become especially pronounced in sensitive contexts. The research shows that 45% of consumers would feel anger, disgust or discomfort if they received AI-generated medical test results. Similarly, 34% would react negatively if an insurance claim response was AI-generated, and 29% would feel uneasy about AI-composed medical appointment letters.

These discomforts are not only rooted in apprehensions over the quality of communication, but also in concerns about data security, which is considered fundamental to consumer trust in AI. Quadient's report emphasises the responsibility of businesses to prove that AI is being used in a secure and transparent manner.

Antony Paul added, "When dealing with sensitive or personal situations, the last thing consumers should worry about is whether AI is handling their information securely. This presents a real opportunity for businesses to increase consumer trust in AI-generated communications. If businesses can show where customer data is being stored and how AI interacts with it to deliver the right message through the right channel at the right time, they'll not only gain consumer confidence. They will also unlock the full potential of their technology investments."