1、March 2024Dentsu Consumer Navigator:Generative AI 2024|Navigator|Navigatordentsu Consumer Navigator Generative AI 2024About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on March 6th,2024.Distributed among a random sample of 1,000 U.S.respondents 18 ye

2、ars of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Gen AI Adoption Is Growing03Doubt Shadows The Future04Gen AI Can Boost Marketing05Implications f

3、or Marketersdentsu Consumer Navigator Generative AI 2024Compared to 2023,use of gen AI has grown significantly.A whopping 40%of our survey respondents are“Avid Users,”those who report using gen AI tools at least weekly.These users tend to be younger and more diverse.Currently,it appears gen AI is mo

4、re widely adopted for professional work than personal tasks.Users view generative AI as a co-pilot.A majority of users think generative AI enhances their work,but acknowledge they often need to adjust the output.Top use cases include answering queries,summarizing information,improving writing,and ki

5、ckstarting brainstorming.Despite more exposure than 2023,skepticism and concern remain.This is unsurprisingly most evident among Casual and Non-users of generative AI;however,interestingly,Gen Z also exhibits a healthy dose of skepticism.Embarking on their education and entering the workforce as gen

6、erative AI matures,its clear the young generation is grappling with the implications.01dentsu Consumer Navigator Generative AI 2024Concern about telling fake from real has exploded since 2023.Respondents who are concerned“it will become harder to tell whats fake from whats real grew 13-percentage po