- A study of 11,000 adults found that 90% claim to understand AI, but only 15% know how it can be used in their daily lives. - Improving entertainment, cleaning and saving time are among the priorities that artificial intelligence should focus on, according to consumers. - 42% of respondents want artificial intelligence to help smart home devices effectively connect with each other.Only a fraction of Europeans feel confident in their ability to use AI in their everyday lives, according to new figures published today by Samsung Electronics.A survey of more than 11,000 individuals in ten European countries found that more than half of people surveyed want AI to simplify their lives (53%), improve entertainment and improve quality of life.But only 15% of Europeans say they know how to achieve those benefits in their daily lives, and 38% said they don't feel included in current conversations about AI.
When respondents were asked to rate their understanding of the technology, those in Poland were more likely to say they understood the technology (23%), while those in the UK felt less confident compared to other countries respondents (11%), highlighting possible cultural and educational influences on their attitudes.
Findings published in a new report by Samsung - Intelligent Living: How AI is Enhancing Everyday Experiences - also reveal a broad desire for AI to improve and develop our everyday lives, including specific consumer priorities for this important technology.As AI becomes increasingly present in every aspect of our lives, from algorithms that guide our entertainment choices to smart devices that anticipate our needs at home, more than half (53%) of Europeans want this technology to make their lives easier, with household chores such as cleaning ranking high as AI adoption goals, ahead of support for household bills (21%).However, this hope should not yet be equated with enthusiasm – only a third (38%) of respondents said they viewed the growing role of AI with interest.
Dr. Chris Brauer, Director of Innovation at Goldsmiths University London and Chief Innovation Officer at Symmetry, commented: 'The real promise of AI is in how it can transform our routines to complement, not detract from, the things we love to do most. As AI becomes increasingly integrated into our devices, its true value will be judged by how well it simplifies tasks, improves the quality of our lives, and makes everyday interactions easier without adding complexity. AI at HomeThe survey found that connectivity is an important priority for Europeans, with 42% of respondents saying they want AI to better connect devices in their homes. Additionally, just as many (42%) said they believe AI will improve their lives at home, while almost a quarter (24%) said smart home management was the most desired AI function.- Cleaning and vacuuming are listed as the top tasks people want AI help with, with 33% of respondents expressing interest in AI-based solutions that can perform these activities for them.- Furthermore, 28% of respondents are interested in AI that can help clean kitchen appliances, while 25% are looking for help with washing dishes.- 23% of respondents expressed interest in AI features that could help with meal creation and shopping list management.- These take precedence over more traditional tasks, such as managing bills and household finances, which was chosen by only 21%.Security, however, is a major concern. To build trust, 37% of respondents cited regular security updates as essential, 34% rated 24/7 active threat monitoring, and 27% identified comprehensive security protection as the most important AI feature , if AI were to be integrated into their daily lives in the future. These data highlight the need for AI technologies that are not only innovative, but also secure.
Timothy Hospedales, Head of Samsung's Cambridge AI Research Center, commented: 'At Samsung, we believe that AI should enhance everyday life by being an invisible assistant that simplifies tasks without requiring attention. Our commitment is to create technology that is as intuitive as it is powerful, integrating effortlessly into consumers' routines and empowering them to focus on what's truly important.AI for prioritizing passionsAround two-thirds (66%) of Europeans are looking for more time to engage in the activities they love, with 37% believing that AI can help them prioritize their passions and 41% expecting AI to improve what they can create.Consumers want to enhance the experiences they already enjoy, such as travel, gaming and watching TV. This is reflected in the survey results, which reveal that the most desired AI features include real-time translation (23%) and AI modes that optimize picture definition (27%), as well as background noise detection and adjustment sound quality (27%) for a more immersive viewing experience.Personalization is also a key trend, especially when it comes to health and wellness, with half of respondents (50%) wanting to prevent illness rather than wait to treat it. Specifically, 32% of respondents indicated a desire to use AI for personalized diet plans, 24% for exercise routines, and 34% for lifestyle adjustments based on individual health data. A similar percentage (31%) are interested in using AI to track and improve their sleep patterns.However, despite the growing interest in AI in health, there is still skepticism from those who do not currently use the technology, with only 17% saying they would use AI-based health trackers in their daily routines. Furthermore, despite the desire for AI to optimize picture and sound quality on TVs, 28% of respondents said there are no AI functions they are interested in in relation to home entertainment, perhaps reflecting a lack of awareness of its potential.The figures underscore the importance of continued development and better communication about the benefits and reliability of AI-based features and devices in the health field, as well as the value of strong security measures, regular updates and transparent communication to build and maintain consumer confidence.Dr. Chris Brauer, Chief Innovation Officer at Symmetry, concluded: 'The future of AI lies in its seamless integration into our daily lives – not just at home, but also in urban environments. As we move forward, ethical considerations are essential – ensuring that AI not only advances social equality, but also helps build smarter and more sustainable environments. Our entire sector must listen to consumers, emphasize safety, inclusiveness and practical benefits, so that AI becomes a true catalyst for global change.
When respondents were asked to rate their understanding of the technology, those in Poland were more likely to say they understood the technology (23%), while those in the UK felt less confident compared to other countries respondents (11%), highlighting possible cultural and educational influences on their attitudes.
