In the UAE, there is a significant positive sentiment towards generative AI (GenAI), reflecting a global trend of high consumer awareness and excitement about AI technologies. This insight comes from a new Boston Consulting Group (BCG) study titled “Consumers Know More About AI than Business Leaders Think,” which reveals the surprising extent of consumer knowledge and enthusiasm for AI.
The research, conducted by BCG’s Center for Customer Insight, surveyed 21,000 respondents from 21 countries across six continents to measure awareness, usage, and sentiment toward AI and GenAI and delve into AI’s application in the workplace.
“Consumer perception and usage of AI vary by market, age, and exposure, with UAE consumers showing a particularly strong appreciation for AI, outpacing many other regions,” said Rami Mourtada, Partner & Director at BCG.
“This indicates the region’s progressive stance towards technology and serves as a call to action for business leaders. Given the high engagement levels, there is a pressing need for responsible AI frameworks that address data privacy concerns. It’s crucial to foster this positive outlook while addressing the challenges of such significant technological shifts.”
Globally, over 80 per cent of survey participants are aware of GenAI, with 25 per cent actively using it. Younger individuals under 35 exhibit higher engagement, with 86 per cent awareness and 32 per cent usage, compared to 80 per cent and 20 per cent usage among those over 35.
In the UAE, the engagement with GenAI is notably stronger. Close to 91 per cent of consumers are aware of GenAI, and 34 per cent use these technologies. Emotions towards AI are mixed: 37 per cent are excited, 46 per cent feel conflicted, and 17 per cent are concerned, resulting in a net sentiment of 20 per cent (excited minus concerned).
The UAE government’s active AI engagement, with initiatives like the Falcon 2 AI model designed to compete with Meta and OpenAI, underscores the region’s commitment to being at the forefront of AI development and integration across various industries.
In the UAE, 67 per cent of employees express excitement about GenAI’s potential to enhance their work environment, with only 13 per cent expressing concerns. This reflects a dynamic workforce that views AI as a tool for innovation and efficiency, resulting in a net sentiment of 54 per cent in favour of AI.
AI applications are rapidly gaining traction, and the UAE is poised to integrate AI at all business levels. To fully harness AI’s potential, business leaders must prioritise people, process changes, and technological implementation.
“The enthusiasm for GenAI among UAE professionals highlights a workforce that views AI as a partner in driving innovation and efficiency. It’s important to maintain this positive outlook while addressing the transformative challenges,” said Mark Zaleski, Managing Partner & Director at BCG X.
The BCG report offers several recommendations for business leaders to leverage GenAI effectively:
- Emphasise transparency and balanced sales when developing new consumer applications.
- Pilot new ideas and products in receptive markets and adopt a tailored approach to privacy.
- Reassure customers as companies roll out new AI offerings to prevent rapid scaling before applications are ready.
- Adopt the 10-20-70 rule: Focus 10 per cent on technology development, 20 per centon deploying tech stacks, and 70 per cent on change management and people-related processes. This approach ensures that most efforts are directed towards managing the changes that new systems bring.
Building trust is crucial for AI adoption. Leaders must address consumer and employee concerns while navigating the misinformation-excitement-concern curve to capitalize on market opportunities.