United Media Services study: 40% of Romanians* use AI applications at least weekly

Romanians generally have a positive perception of artificial intelligence, it being mainly associated with the notions of robots, technology, future and innovation; the few negative aspects are related to unemployment, the perception that AI would not provide correct information, or could be dangerous. Moreover, due to their rapid rise, AI tools are creating excitement and are generally considered beneficial to workplace activity and society.

The results are part of a study carried out by the independent agency United Media Services, between March 19-22, 2024 and having as its subject the impact of artificial intelligence (AI) on the urban population in Romania.

The study presents a complex perspective on how urban consumers in Romania see the evolution of artificial intelligence, balancing optimism about potential benefits with caution about possible risks. Users have a high degree of adoption of the tools present on the market, integrating their use in concrete aspects of everyday life (especially in the areas of education, travel recommendations, food diets and assistance in carrying out office tasks).

Generative AI has already become a part of our daily lives, with 53% of respondents saying they frequently recognize AI-generated content in the content they consume, while 45% say they use an AI application at work.

“In recent years, we have been constantly interested in developing, through the dedicated team within the agency, research studies applied to some relevant segments of consumers in Romania. Thus, we can come to our partners, and to the general public, with a series of relevant information and conclusions about current trends.

This time we have chosen one of the hottest topics of discussion and a trend that is on the agenda every day, both in the marcomm industry and in business. Artificial intelligence is part of our everyday life, especially the professional one, and we want to know as well as possible the impact it has on consumers, in order to always be relevant in business and in the interaction with them,” said Anca Băcăianu, Head of Strategy & Research at United Media Services.

The main conclusions of the study are the following:

• Increasing use: 40% of urban Romanians use AI applications at least weekly, and 28% at work, with ChatGPT being the most popular chatbot, followed by Google Gemini and Microsoft Copilot. ChatGPT is used especially by young people to find information, develop their skills, experiment or generate new ideas.

• Preferences in the use of AI: The component for which users show the highest degree of confidence in collaborating with AI is that of education (35% vs. 28% medical field). Favorite current uses of AI are language learning assistance, travel recommendations, coding and programming. Moreover, 50% of the respondents declare that they would find the integration of AI tools extremely useful within shopping experiences; this insight opens up a wide range of project opportunities and service extensions for companies operating in the area of ​​e-commerce and digital marketing.

• Positive perception of AI: Most respondents associate artificial intelligence with innovation, technological evolution and a better future, considering it beneficial for society. Some 67% of respondents are excited about the evolution of AI, and 56% believe it will improve workplace conditions.

• Reservations and concerns: The rapid growth of AI, however, raises some concerns about job losses, data security, and unethical use of the technology. Two out of three study participants are very concerned about the security of personal data in the context of using AI tools. Problems and questions also arise regarding the impact on creativity and the work of artists and professionals in creative areas. For example, 44% of them believe that artificial intelligence is capable of creating quality music and art, with 60% of respondents (especially women) worried about how AI tools will impact this industry.

• AI education and training: Half of employees say they are willing to learn how to use AI applications, recognizing the significant impact AI will have on jobs. This openness to training underscores the importance of adaptability in the face of technological change.

• The need for transparency and regulation: Respondents emphasize the need for transparency from companies developing AI tools and strict regulations in the use of AI, especially in sensitive areas such as human creativity and copyright.

Methodology

The study was carried out between March 19-22, 2024 and had as its subject the impact of artificial intelligence (AI) on the urban population in Romania. With a representative sample of 401 respondents between the ages of 18 and 55, coming from urban environments and having a medium and high level of education, the research provides a detailed insight into attitudes and behaviors related to the use of artificial intelligence.

About United Media Services

United Media Services is a full-service media agency, with a department dedicated to research & consumer insights, as well as digital services (performance marketing, data & analytics, programmatic, SEO). The agency currently works for more than 100 clients and 200 brands in dynamic and challenging categories such as retail, pharma, telecom, e-commerce, FMCGs, financial or automotive.

*internet users with urban residence

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