September 2, 2024
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Artificial intelligence is rapidly transforming how brands communicate, automate workflows, and engage audiences online. Clickout Media’s latest AI Consumer Survey shows that AI adoption is no longer limited to early adopters or tech professionals. Consumers across the UK are integrating AI tools into their everyday routines, changing expectations around speed, personalisation, and digital experiences.
For businesses operating in fast-moving industries such as finance, Web3, and technology, this shift presents a major opportunity. Companies that embrace AI-driven marketing and automation strategies are increasingly positioned to build stronger customer relationships and scale faster in competitive markets.
The survey revealed that AI usage is now a regular part of daily life for many consumers.
According to the data:
These numbers highlight how quickly AI tools have moved into the mainstream. For marketers, this means audiences are becoming more comfortable interacting with AI-powered content, automated support systems, and personalised recommendations.
Brands that fail to adapt risk appearing outdated in an increasingly automation-driven digital landscape.
One of the strongest insights from the survey is how consumers are using AI for information gathering and communication support.
The top use cases included:
This behavioural shift has major implications for digital marketing and PR strategies. Consumers are increasingly relying on AI to filter information quickly, meaning businesses must produce content that is authoritative, trustworthy, and highly visible online.
Agencies like Clickout Media are helping brands navigate this evolving environment by combining strategic PR, influencer marketing, and performance-driven content campaigns designed to improve visibility across competitive industries.
Despite growing AI adoption, the survey shows consumers still have concerns around reliability and authenticity.
When respondents were asked about their biggest issue with AI capabilities, the leading concerns were:
These findings reinforce the importance of balancing automation with genuine human creativity. While AI can streamline workflows and improve efficiency, audiences still respond best to messaging that feels natural and emotionally relevant.
This is especially important for PR campaigns, brand storytelling, and influencer partnerships where authenticity directly impacts audience trust.
Only 8% of respondents described AI as “highly trustworthy”, while many remained neutral or sceptical.
For brands, this creates a need for responsible AI usage. Automated systems should support customer engagement, not replace meaningful communication altogether.
The survey also highlighted the practical benefits consumers experience from AI-powered tools.
Respondents reported the following weekly time savings from AI use:
These productivity gains explain why automation is becoming increasingly attractive for businesses managing large-scale campaigns, media outreach, and content production.
Marketing agencies are now using AI to assist with:
However, the most effective strategies still involve human oversight to maintain brand consistency and quality control.
Clickouts survey also revealed that AI is shaping personal communication habits and behavioural decisions.
Key findings include:
These insights demonstrate how AI is evolving into a conversational tool that influences decision-making, communication style, and digital interactions.
For marketers, this means conversational AI experiences and personalised messaging strategies will continue growing in importance.
Clickout Media’s AI Consumer Survey highlights a clear shift in consumer behaviour. AI is no longer viewed as experimental technology. It has become an everyday tool that influences how people search for information, communicate, and engage with digital content.
For businesses in technology, finance, and Web3 sectors, the opportunity lies in combining automation with authentic storytelling and strategic marketing execution. Brands that successfully integrate AI into their marketing and PR efforts while maintaining trust and human connection will be better positioned for long-term growth in an increasingly competitive digital environment.
The most common uses are for researching topics and solving problems. Many people also use AI to help draft written content, like emails or messages, and for guidance on daily tasks. This shows a clear shift towards using AI for information gathering and communication support.
The primary concern is the lack of a human tone, followed closely by worries about accuracy. People still value genuine, natural communication, so it's vital that your AI-powered marketing doesn't feel robotic or untrustworthy.
Yes, absolutely. The survey showed that over half of consumers save at least 10 minutes per week, with some saving hours. For a business, applying AI to tasks like audience analysis, content ideation, and campaign reporting can lead to significant productivity gains.
Relying on it completely can be risky, especially since consumer trust is still developing. Only a small fraction of people find AI highly trustworthy. The best approach, as suggested by experts at Robin Waite Limited, is to use AI as a support tool while ensuring human creativity and oversight guide your final strategy.
As people get more comfortable with AI in their daily lives, they expect faster responses, more personalised content, and smoother digital experiences from brands. Failing to incorporate AI could make your business appear outdated in a competitive market.
