Mail Metro Media launches Getting Real With AI research

Published: 19 Mar 2025

It’s impossible to ignore the growing use and influence of AI on everyday life, yet the hype is also rife.

To make sense of this situation and cut through the chaos, the Mail Metro Media D.R.E.A.M. Data and Insight team is launching the first in a series of research reports looking at how AI is being used and understood by consumers.

Part one of the findings is now live and focuses on the current comprehension of Artificial Intelligence around the nation. It also covers key concerns, perceived advantages of the technology from those using it, and the difference between Generative AI and ‘general’ use of AI tools by Brits of all ages.

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In summary, the report highlights:

• A significant generation gap remains when it comes to understanding AI technology: younger age groups claim much better knowledge and understanding than older audiences
• Benefits of the technology include increased efficiency for 32% of people, task automation for 17%, aiding industry through improved business efficiency for 11% and removing human error for 7% of survey respondents
• Top concerns about the tech revealed in the research are crime/ safety and privacy issues for a quarter of our respondents (25%), 18% fear loss of jobs, 16% worry about AI getting out of control, and 13% are worried about it spreading misinformation
• Comparing the top keyword associations for Artificial Intelligence versus Generative AI
• Highlighting the general indecision among most, about whether AI will make their lives easier (for 31% of people), who are unsure (two-fifths of respondents) or the half of our survey who think that AI is already out of control

Luke Hand, Insights Director, Mail Metro Media, said: “The topic of AI is red hot, but it is clear from this research that consumer comprehension has a long way to go to catch up to the technology’s potential. We have found that many people are already implementing AI tools, and yet significant reservations remain about its long-term impact on everyone’s daily lives.

“This could be the defining technological innovation of our time, so understanding how people are approaching its use and evolution, and the concerns which remain as it rapidly develops will be vital when it comes to building a wider acceptance and rollout of AI, especially for Generative AI technologies.”

Future planned releases of this research will investigate other aspects of this technology’s development.

If you have any questions about the research or would like more insights, email Luke and the Insight & Data team at insight@mailmetromedia.co.uk.