Understanding consumer attitudes on AI use in the energy sector
Reports, plans and updates
- Publication date
- Industry sector
- Supply and Retail Market
In June 2024, we commissioned Thinks Insights and Strategy to conduct qualitative research into how people felt about the use of artificial intelligence (AI) in the energy sector. This research helped to inform our draft guidance on the use of AI in the energy sector.
Main points
- Participants have a general awareness of AI but understanding of it is low, with views informed by external factors such as media stories.
- Participants are typically concerned overall about AI’s potential impact on data security and privacy, its ability to understand their needs as consumers and on jobs.
- Older or low digital-confidence participants said they were more concerned about the use of AI.
- Participants saw AI opportunities across all sectors, with key benefits in improving efficiencies and processes for customers and organisations.
- Most participants saw the increasing use of AI as inevitable in the energy sector due to them believing it was already widely used; they thought its use included sharing bill and tariff information and helping manage datasets.
- Most participants considered the use of AI to be ‘high stakes’ because of their reliance on energy and the potential impact if something went wrong.
Methodology
We conducted qualitative research, with three deliberative workshops with 36 domestic energy consumers taking place in June. Participants from various demographics across Great Britain (England, Scotland and Wales) took part in the research, including those in vulnerable circumstances and with different levels of digital confidence and technology access.