Good Morning!
In this episode of The AI Moment, Jonathan and I break down the latest YouGov survey on UK consumer sentiment.
It’s a reality check for those of us living in the AI bubble: while we’re dreaming of fully autonomous agents, the general public is still getting comfortable with AI as a basic search and discovery tool.
Trust is the defining currency of AI commerce. People will let AI help them save money, but they won’t let it spend their money until they are certain it is acting in their interest, not the brand’s.
The Exec Summary:
The data reveals a significant “trust gap” in the UK.
While consumers are starting to embrace AI for low-stakes tasks like finding discount codes or comparing products, they are extremely hesitant to let it pull the trigger on actual transactions.
We are currently transitioning through three distinct phases of adoption:
(i) Ask & Answer, (ii) Assistant, and (iii) Agentic.
Most people are firmly rooted in the first phase, using AI as a “slightly advanced Google” rather than a digital assistant or seen as an employee.
For AI to move into the “Agentic” future we envision, businesses must pivot from using AI as a high-pressure salesperson to positioning it as an unbiased empowerment tool.
The Key 6 Points Discussed:
The Trust Deficit: General trust in AI remains low, hovering around 21-22%, with a notable demographic split: younger people and men currently show higher levels of trust than older generations and women.
The Three A’s Framework: We’ve identified a clear progression for AI usage: Ask & Answer (basic queries), Assistant (guiding, assisting and comparing), and Agentic (autonomous execution).
Discovery over Execution: Over half of consumers trust AI to find items, but only 11% would trust it to actually place an order on their behalf.
The “Hidden” AI Reality: Jonathan pointed out that many people are already interacting with AI agents—via bank telephone systems or sales chatbots—without even realising it.
Helper vs. Salesperson: Skepticism spikes when AI starts feeling “persuasive” or “sponsored.” Users are looking for unbiased empowerment, not a digital nudge to buy specific products.
Discrepancy in Usage: While ChatGPT reports high usage for work tasks like writing and tutoring (10%), the YouGov survey shows the general public primarily uses it for practical, self-serving gains like finding deals.
Here is how people are using ChatGPT as we referenced on the pod:
The AI Tools Mentioned:
ChatGPT: Cited for its own usage reports regarding tutoring and text editing.
Automated Telephone Agents: Used by telcos and banks for simple customer queries.
Negotiation Bots: Jonathan’s example of an AI agent used during a mattress purchase.
3 actions to take
Audit for “Sales Bias”: If you use AI in customer-facing roles, ensure it’s framed as an Assistant that helps the customer find the best deal, rather than a tool designed to maximise your immediate margin.
Bridge the Trust Gap with Transparency: Since 89% of people don’t trust AI to place orders, focus your current AI implementation on the “discovery” phase (finding products/vouchers) where consumers actually feel comfortable.
Target the “Assistant” Phase: Don’t try to leapfrog to “Agentic” (autonomous) AI yet. Move your business from “Ask & Answer” to “Assistant” by providing personalised deals and recommendations that empower the user to make their own final decision.
Have any questions about AI and leadership? Reach out to us directly by emailing ai@dannydenhard.com or hit message below
The core takeaway for leaders:
Don’t let the “AI hype” on social media distract you from the “Joe Blogs” reality. While early adopters (like Jonathan and I) are racing toward autonomous agents, your general customer base is likely still in the “Ask & Answer” phase.
To win, you must build AI tools that prove they are on the customer’s side. If they feel pushed, they will bail; if they feel empowered, you’ve cracked the code.
Have a great weekend and we will see you on Monday with a special interview pod.
Danny Denhard & Jonathan Wagstaffe
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