WHY CONSUMERS
LOVE GENERATIVE AI#GetTheFutureYouWant

2

Executive
Summary

WHY CONSUMERS LOVE GENERATIVE AI

For a growing number of use cases – including activities
traditionally thought exclusive to the human mind, suchas generating content and brainstorming – generative AI
is becoming an integral part of many people's personal
and working lives. We found consumers to be highly
aware of the latest trends in generative AI and many havestarted using generative AI tools. Unlike the earlier techtrends, including the internet, mobile, and social media,
first-wave generative AI is being used by consumers
across all age groups. In this research, we find that:• Consumers of all age groups are highly satisfied withgenerative AI applications; satisfaction levels arehighest with chatbots, gaming, and search use cases• Consumers across age groups have high trust levels forgenerative-AI-based interactions; many are even willingto seek financial, medical and relationship advice fromgenerative AI tools
Organizations and regulators must scrutinize thehigh trust levels in generative AI, as a subsequent lackof caution could leave consumers vulnerable to thedangers posed by fake news, deepfakes, cyberattacks,
and plagiarism. The high trust levels may be due in partto low public awareness of risks; the perception thatlegislation offers protection; and limited cases of AI
interactions violating consumer trust. We should notethat a significant minority are conscious of the potential
for unethical or downright malicious misuse of AI. We
found, for instance, that one in three consumers areworried about the non-recognition/non-payment ofartists/contributors whose work is used in the training ofCapgemini Research Institute 2023

3

Executive
Summary

WHY CONSUMERS LOVE GENERATIVE AI

generative AI algorithms and of phishing attacks that use
generative AI technology to deceive individuals.
Consumers would like to see a broad implementation ofgenerative AI across their interactions with organizations:• Consumers are comfortable with the implementationof generative AI in marketing and advertising, provided
it doesn't negatively impact their overall experience• They are open to purchasing new products or services
recommended by generative AI• They would pay the same amount for content createdby generative AI as that written by humans and would
pay more for generative-AI-powered tax-preparation
services and virtual generative-AI-powered travel
agentsIn this report, we highlight guidelines that will help
brands, regulators, and consumers in their generative
AI journeys. First, companies should lean on generative
AI for brand engagement and help in designing safe,
unbiased systems. Consumers must use the tools
cautiously, verifying the information provided, and should
not be reticent about seeking help in high-risk situations.
Regulators must strengthen legislation to protect
consumers by requesting disclosures, establishingaccountability, and improving user control. Used in amonitored, controlled fashion, generative AI is the key toan exciting digital future.

Capgemini Research Institute 2023

4
WHY CONSUMERS LOVE GENERATIVE AI

The AI Generation
Generative artificial intelligence (AI) is rapidlytransforming the way we interact with technology,
enabling machines to create, design, understand, andgenerate content with significant implications forbusinesses and consumers alike.
Generative AI tools such as Midjourney and ChatGPT
allow consumers to experiment with the technology inways that, even recently, few would have imagined.
Launched in November 2022, ChatGPT saw a remarkable
surge in popularity, amassing over 1 million users in justfive days. Within two months of launch, it had over 100
million active monthly users, establishing itself as thefastest-growing consumer application in history.1

This report is the first of two we will publish on the topic
in 2023. In this report, we will explore how consumers areusing generative AI applications and offer insights into
how generative AI is shaping the future of the consumer
experience. We also discuss consumers’ high level of trustin generative AI applications and consider whether this ismisplaced. We also provide our guidance for using
generative AI responsibly.

age of 18 across Australia, Canada, France, Germany, Italy,
Japan, the Netherlands, Norway, Singapore, Spain,
Sweden, the UK, and the US. We supplemented thisresearch with social and search analysis on consumer
perception around generative AI on certain social media
channels in multiple languages across the same countries.
For more details on the survey sample, please refer to the
Research Methodology.

In the second report, to be published later this year, we
will delve into the transformative potential of generative
AI for organizations across industries, asking how thetechnology could reshape businesses; highlighting
industry-specific use cases; and comparing rates ofadoption between industries.

The report explores four broad themes:

To gauge consumer perceptions of generative AI, we
conducted a global survey of 10,000 consumers over the

1. How are consumers using generative AI?
2. Do consumers trust generative AI and are they
unconcerned about misuse?
3. How will generative AI transform the way consumers
search for and buy products?
4. What are the consumer guidelines for organizations
on their generative AI journeys?

Capgemini Research Institute 2023

5
WHY CONSUMERS LOVE GENERATIVE AI

Fig.1
Generative AI applications across multiple formats

Defining
generative AI
Generative AI has the capability to learn the properties
and patterns of data for a wide range of applications –from creating text, images, and videos in different styles
to generating personalized content. It has the potential
to enable machines to perform creative tasks previously
thought exclusive to humans. The following tablesummarizes the top generative AI applications reported
as part of our research, and gives some indicative
examples.

Top generative AI applications

Indicative examples

Text

Summarizing and translating into multiple
languages

GPT- 3.5 and GPT-41(Generative Pre-trained
Transformer)

Images andvideo generation

Analyzing existing images/video to generate
new content (e.g., video games, VR, animation)

Adobe Fireﬂy2

AudioMusic generation and remixing, speechsynthesis, sound eﬀects, voice conversion,audio enhancement

Sonix (a cloud-based
audio and video
transcription solution)3

Chatbots

Chatbots to provide automated customer
service and advice

Google Bard4

SearchEnhanced search functions using natural
language processing and machine learning

Perplexity AI5

Source: 1. TechTarget, “What is generative AI? Everything you need to know,” March 5, 2023.
2. Adobe, "Adobe unveils Firefly, a family of new creative generative AI," March 21, 2023.
3. Sonix.ai, "Sonix releases the world’s first automated transcription and generative AI summarization tool," December 14, 2022.
4. Cointelegraph, "What is Google’s Bard, and how does it work?" May 10, 2023.
5. Kevin-Indig, "Early attempts at integrating AI in Search," January 10, 2023.

Capgemini Research Institute 2023

6
WHY CONSUMERS LOVE GENERATIVE AI

01

HOW ARE CONSUMERS
USING GENERATIVE AI?
Capgemini Research Institute 2023

7
WHY CONSUMERS LOVE GENERATIVE AI

Fig.2
High consumer awareness of generative AI tools

SHARE OF CONSUMERS WHO ARE AWARE OF THE GENERATIVE AI SPACEAND EXPLORED TOOLS SUCH AS CHATGPT, DALL-E
Our research revealed that fifty-one percent ofconsumers are aware of the latest trends in thegenerative AI space and have also explored generative AI
tools, while another 35 percent are aware but have notused generative AI tools. Fourteen percent of our sample
mentioned they are neither aware nor have used any
generative AI tools (see Figure 2).
Baby boomers have the highest awareness andexploration of generative AI tools (53.5 percent),
followed by Gen X with 51.7 percent. Gen Z has a slightly
lower percentage (50.8 percent), and Millennials have thelowest percentage (50.2 percent) among the different
age groups.

14%
I am neither aware of nor have explored
tools such as ChatGPT, DALL-E
35%
I am aware of the latest trends in thegenerative AI space but have not explored
tools such as ChatGPT, DALL-E

51%

I am aware of the latest trends in thegenerative AI space and have also explored
tools such as ChatGPT, DALL-E

Source: Capgemini Research Institute, Generative AI consumer survey, April 2023, N=10,000.

Capgemini Research Institute 2023

8
WHY CONSUMERS LOVE GENERATIVE AI

Fig.3
Consumers across age groups are aware of the latest trends in the generative AI space and have explored tools

SHARE OF CONSUMERS WHO ARE AWARE OF THE LATEST TRENDS IN THE GENERATIVE AISPACE AND HAVE ALSO EXPLORED GENERATIVE AI TOOLS (BY AGE RANGE)
Average

Gen X (age 43-58)

Baby boomers (age 59-77)

51.0%

23%

20%

51.7%

53.5%

A significant portion of both women (49.7 percent) andmen (51.9 percent) are aware of the latest trends in thegenerative AI space and have explored tools such as
ChatGPT and DALL-E. Japan has the highest percentage
of individuals (56.5 percent) who are aware of and have
explored generative AI tools, followed by Singapore (54.4
percent) and Sweden (54.3 percent).

50.2%

51

50.8%

of consumers are aware of the latest trends
in the generative AI space and have also
explored generative AI tools%

Millennials (age 27-42)

Gen Z (age 11-26)

Source: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N = 10,000

Capgemini Research Institute 2023

9
WHY CONSUMERS LOVE GENERATIVE AI

Fig.4
Majority of consumers use generative AI tools for generating content

Consumers use generative
AI for content generationand creative brainstorming
Consumers are using generative AI for creative
purposes such as generating content (52 percent) andbrainstorming (28 percent). Already, this is leading tocomplaints in the film industry, for example, that people
are using generative AI tools to create mediocre content
at a lower price. Generative models are being used to
produce screenplays in the style of famous writers,
raising concerns about the quality and authenticity of
future scripts.2 Over one-quarter (28 percent) use it for
creative brainstorming (see Figure 4). A gardener creatinga permaculture garden in Phoenix, Arizona, UnitedStates, which has a hot desert climate, used ChatGPT for
inspiration on choosing plant species and to determine
the best spot for each tree based on sun exposure
throughout the year. ChatGPT suggested planting amoringa tree to provide shade for a star apple.3 A writerand comedian used ChatGPT to enhance their creativity

USE OF GENERATIVE AI TOOLS
52%

Generating content (e.g., emails, essays, stories, poems)
Creative brainstorming

28%

Staying up-to-date with AI advancements

28%

Obtaining general information on a wide range of topics,
including science, history, business, technology, etc.

23%

Creating educational materials

20%

Fine-tuning and editing content

20%

Converting text from one language to another(language translation)
Understanding complex concepts

16%
13%

As a replacement for search engines

11%

Analyzing data or text

11%

Have not used these tools so far

10%

Source: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N = 8,596.

Capgemini Research Institute 2023

10
WHY CONSUMERS LOVE GENERATIVE AI

and brainstorm ideas, particularly for suggesting words
that rhyme or alliterate or finding synonyms that startwith a specific letter to make jokes funnier.4
Consumers are also using this technology to createcustomized meal plans with specific requirements, suchas gluten-free and vegan options; craft eloquent wedding
speeches adorned with beautiful metaphors; compose
effective work emails; summarize complex academic
articles; help with homework and assignments; and muchmore.5 With the help of generative AI tools, an individualfrom Rochester, New York, effortlessly created a 30-pageillustrated children's e-book within a matter of hours.
This e-book was quickly published and made available forpurchase on Amazon.com's self-publishing unit in January.
By mid-February, there were already over 200 e-books in
Amazon's Kindle store listing a generative AI model as an
author or co-author.6

Capgemini Research Institute 2023

11
WHY CONSUMERS LOVE GENERATIVE AI

Fig.5
Chatbots is the most frequently used generative AI use case

FREQUENCY OF USAGE OF GENERATIVE AI TOOLS

Consumers across all
generations are using
generative AI applications
Among the consumers that use generative AI platforms
frequently (i.e., multiple times a week), usage is highest
for chatbots (15 percent) and gaming (11 percent) (seeFigure 5). We found that the satisfaction levels arehighest for chatbots, gaming, and search use cases.
People are using generative AI tools such as ChatGPT torecreate classic games including Pong, Tetris, and Snake,as well as to generate story ideas and dialog for textbased role-playing games. A comprehensive range ofgenerative AI tools empowers people to create code andgenerate assets, textures, audio, and descriptions.

Chatbots (automating customer service and more)*

7%

8%

5%

Gaming (gen-AI gaming studios or applications)

6%

Text (summarizing or translating content)

3%

2%Video (generating or editing videos)3%

3%

Search (AI-powered insights)

2%

2%

Audio (summarizing, generating,or converting text in audio)

1%

1%

Images (generating images)

1%

1%

Several times a week

Daily or multiple times a day

Source: Capgemini Research Institute, Generative AI consumer survey, April 2023, N = 8,596 consumers.
* performing diverse tasks related to sales, marketing, and personalized experiences

Capgemini Research Institute 2023

12
WHY CONSUMERS LOVE GENERATIVE AI

Fig.6
Consumers of all ages use generative AI tools

14-15

SHARE OF CONSUMERS WHO FREQUENTLY USE THE MOST
COMMONLY USED GENERATIVE AI TOOLS(BY AGE)

%
14%
15%

Chatbot

the use of chatbots across Gen Z, Millennials, Gen
X, and Baby boomers

14%
15%

We further analyzed the frequency of usage among
consumers across age groups and found little variation
across generations. For instance, the use of chatbots is14-15 percent across Gen Z, Millennials, Gen X, and Babyboomers, making this an accessible technology. Most
generative AI tools interact in a technology-agnostic
chat-based format, which makes it easy to understandand interact with all age groups (see Figure 6).

10%
10%

Gaming12%
13%
4%

Search4%
5%
3%

Gen Z (age 11–26)

Millennials (age 27–42)

Gen X (age 43-58)

Baby boomers (age 59–77)

Source: Capgemini Research Institute, Generative AI consumer survey, April 2023, N = consumers who are aware of and frequently
use commonly used generative AI tools, N = 1,247 (chatbots), N = 910 (gaming), N = 320 (search).

Capgemini Research Institute 2023

13
WHY CONSUMERS LOVE GENERATIVE AI

Fig.7
The satisfaction level of consumers using chatbots is highest among generative AI use cases

Consumers across age
groups are highly satisfied
with generative AI
applications
On further analysis of consumers who frequently use
generative AI applications, we found that satisfactionlevels are highest for chatbots, gaming, and search use
cases (see Figure 7). The satisfaction levels are highacross all age groups and consumers with a postgraduate,
doctoral, or professional degree. For instance, 89 percentof consumers say they are satisfied with chatbots, andwhen we look at this satisfaction across age groups,
there is not much variation, with all at around 90 percent(see Figure 8).
Consumers are satisfied with the high efficiency ofgenerative AI tools; however, this needs to be monitored
over time, particularly in light of the phenomenon of AI“hallucinations” (see page 32).

SATISFACTION LEVEL OF CONSUMERS FREQUENTLY USING GENERATIVE AI TOOLS
Chatbots (automating customer service and more)

89%

Gaming (Gen-AI gaming studios or applications)77%

Search (AI-powered insights)

76%

Text (summarizing or translating content)

74%

Generating synthetic data

73%

Video (generating or editing videos)

68%

Images (generating images)

60%

Audio (summarizing, generating,or converting text to audio)

59%

Satisfaction level

Source: Capgemini Research Institute, Generative AI consumer survey, April 2023; N = consumers who are aware of the generative AI
tools and use them frequently; N = 1,247 (chatbots), N = 910 (gaming), N= 320 (search), N = 435 (text), N = 244 (generating syntheticdata), N = 490 (video), N = 152 (images), N = 176 (audio).
Capgemini Research Institute 2023

14
WHY CONSUMERS LOVE GENERATIVE AI

Fig.8
Certain AI use cases elicit high satisfaction across age groups

SATISFACTION ACROSS AGE GROUPS FOR THE GENERATIVE AI
USE CASES WITH THE HIGHEST SATISFACTION LEVELS
89% 87% 89% 90%
75%

80%

Chatbot
Gen Z (age 11–26)

84%
76%

70%

GamingMillennials (age 27–42)

82%

78%

Gen X (age 43–58)

67%

SearchBaby boomers (age 59–77)

Source: Capgemini Research Institute, Generative AI consumer survey, April 2023; N = consumers who are aware of frequently use
commonly used generative AI tools and are highly satisfied with them; N = 1,247 (chatbots), N = 910 (gaming), N = 320 (search).

Capgemini Research Institute 2023

15
WHY CONSUMERS LOVE GENERATIVE AI

COUNTRY

INSIGHT

Image

Consumers onsocial media
On social media, use cases with the highest
mentions included creative arts/visuals,
improvement in healthcare, curating effective
content, gaming, coding, and reducing humaneffort. Benefits included new inventions, faster
decision-making, error-free outputs, reductionof repetitive tasks, quick results, and 24/7
availability. Next, we share some country-levelinsights.

Top categories
of generative
AI

United States

71%

Text

10%

Video

7%

Others12%

N = 23.4K posts on social media. *Others
includes audio, mixed media, code, and data.

People in the US mostly
shared AI art with anime features;NightCafe was one of theprominent tools

Chatbot
GamingTop use cases

Education
Others

54%
15%
8%
23%

N = 9.2K posts on social media. *Others
includes search, design, work, healthcare,
AI assistant, purchases, and recommendations.

Source: Capgemini Research Institute analysis.

Capgemini Research Institute 2023

16
WHY CONSUMERS LOVE GENERATIVE AI

COUNTRY

INSIGHTImage
Top categories
of generative
AI

77%

Text

9%

Audio

5%

Others9%

N = 4.8K posts on social media. *Others
includes video, mixed media, code, and data.

APAC & Canada

While AI art featuring anime
characters continues to be popular in
Canada and APAC countries,
incorrect/inaccurate outputs madeusers cautious about using
generative AI

Chatbot

31%

Search24%

Gaming13%

Education

11%

Top use cases

Others21%

N = 1.1K posts on social media. *Others
includes design, work, healthcare, AI assistant,purchases, and recommendations.

Capgemini Research Institute 2023

17
WHY CONSUMERS LOVE GENERATIVE AI

COUNTRY

INSIGHTImage

Top categories
of generative
AI

EuropeHigh cost and maintenancecharges of generative AI solutions
were the top concerns
for Europeans

68%

Video

12%

Audio

8%

Text

5%

Others6%

N = 3.7K posts on social media. *Others
includes mixed media, code, and data.
Chatbot

42%

GamingTop use cases

12%

Design

11%

Work

10%

Education

8%

Search6%

Others8%

N = 1.3K posts on social media. *Others
includes healthcare, AI Assistant, purchases,
and recommendations.

Capgemini Research Institute 2023

18
WHY CONSUMERS LOVE GENERATIVE AI

02

CONSUMERS TRUSTGENERATIVE AI AND ARE
UNCONCERNED ABOUT MISUSE
Capgemini Research Institute 2023

19
WHY CONSUMERS LOVE GENERATIVE AI

Fig.9
Consumers in Norway show the highest level of trust for content written by generative AI

Consumers have high trustlevels for generative-AIbased interactions
An important question for all consumers of generative
AI applications is whether the technology can be trusted.
We found that, in general, consumers currently trust thecontent from these generative AI platforms, even for
financial, medical, and relationship advice.

SHARE OF CONSUMERS WHO TRUST CONTENT WRITTEN BY
GENERATIVE AI (BY COUNTRY)

73%

79%

75%

74%

74%

73%

72%

72%

72%

72%

72%

72%

70%

70%

Content written by generative AI has ahigh acceptance rate
Seventy-three percent of consumers trust content
written by generative AI (see Figure 9). Consumers in
Norway (79 percent) and Spain (75 percent) have thehighest levels of trust in generative AI content. However,when we analyzed trust levels across age groups, wefound little variation (Figure 10). Similarly, there is little
variation by gender. Trust levels also increase withhousehold income levels.

Average

Spain
NorwayUK

FranceCanadaNetherlands

Japan
Italy

US
SwedenSingapore
Australia
Germany

Source: Capgemini Research Institute, Generative AI consumer survey, April 2023, N = 8,596

Capgemini Research Institute 2023

20
WHY CONSUMERS LOVE GENERATIVE AI

These high levels of trust could be due to the greater efficiency
brought by these applications and the availability of personalized
content in a ready-to-use format, especially for tasks such as coding,multimedia creation, and editing. Tools such as ChatGPT respond tousers’ prompts in a clear, easily understood manner, and it is possiblethat consumers equate this clarity with accuracy. Further, popular
generative AI applications such as ChatGPT are backed by renowned
tech firms such as Microsoft and Alphabet, whose endorsements also
increase consumer trust levels.
Sixty-four percent of consumers are thrilled by the prospect ofusing generative AI to draft, fine-tune, summarize, and edit content
based on prompts, as it can save them time and effort. The most
excited countries are Australia (67 percent), Canada (66 percent), andSingapore (66 percent) (Figure 11). As household income increases,
the share of consumers excited about these technologies tends toincrease also. Specifically, consumers with a household income of$140,000 were most likely to be excited about using generative AI (69percent), while those with a household income of less than $20,000
reported the lowest level of enthusiasm (63 percent).
Louis DiCesari, Global Head of Data, Analytics, and AI at Levi Strauss
confirms: “If generative AI simplifies people's lives and adds value, it willtranscend age barriers. The technology will see widespread adoption once
its limitations are addressed and it delivers concrete consumer benefit.”"If generative AI
simplifies people's lives
and adds value, it willtranscend age barriers."
Louis DiCesari
Global Head of Data,
Analytics, and AI atLevi Strauss

Capgemini Research Institute 2023

21
WHY CONSUMERS LOVE GENERATIVE AI

Fig.10Consumers across age groups have a high level of trust in content written by generative AI

Consumers are willing to seek financial
advice from generative AI

SHARE OF CONSUMERS WHO TRUST CONTENT WRITTEN BY
GENERATIVE AI (BY AGE RANGE)
Average73%

Gen X (age 43–58)

74%

Baby boomers (age 59–77)

73%

Millennials (age 27–42)

73%

Gen Z (age 11–26)

72%

Perhaps more surprisingly, we found that consumers
have high trust levels in financial advice dispensed bygenerative AI platforms. Alpha, powered by GPT-4, isan investment co-pilot offering real-time and historicalmarket data through a natural-language interface. By
engaging with Alpha, users can access information abouta wide range of assets, including stocks, exchange-tradedfunds (ETFs), cryptocurrencies, and more. The intuitive
interface provides instant insights that enable users tomake informed investment decisions. Similar to Alpha,
FinChat is a finance-focused generative AI tool poweredby ChatGPT. It generates accurate answers to questions
about public companies and investors by incorporating
reasoning, sources, and data. Unlike conventional
ChatGPT, FinChat is trained on up-to-date financial data,
including earnings-call transcripts; quarterly and annual
reports; and exhaustive business key performanceindicators (KPIs), with their respective sources. Users can

Source: Capgemini Research Institute, Generative AI consumer survey, April 2023, N = 8,596.

Capgemini Research Institute 2023

22
WHY CONSUMERS LOVE GENERATIVE AI

Fig.11
Consumers are excited about the prospect of using generative AI to draft,fine-tune, summarize, and edit content based on prompts
submit up to 10 free prompts per day, with the option to
upgrade to five times the usage and early access to thefrequently produced updates.7
We found that 53 percent of consumers trust generativeAI-assisted financial planning. Here, Singapore has
the highest level of trust (55.4 percent), while, acrossage groups, younger generations, particularly Gen Z,
have a higher level of trust (55 percent) than do older
generations (Millennials (52.5 percent), Gen X (48.8
percent), baby boomers (46.9 percent)).
“Clear communication of limitations and potential risks,along with thorough testing and guardrails, are essential
for ensuring a safe and beneficial user experience withgenerative-AI-powered financial advice. Transparency andopenness about the model's capabilities are key to building
trust with users and providing effective financial advice,”
explains a senior executive from the banking industry.

SHARE OF CONSUMERS WHO ARE THRILLED BY THE PROSPECT OF
USING GENERATIVE AI TO DRAFT, FINE-TUNE, SUMMARIZE, AND
EDIT CONTENT BASED ON PROMPTS

64%

67%

66%

66%

64%

64%

64%

64%

Average
CanadaFranceSpain
Australia
Singapore
United States
Sweden

63%

Italy

63%

62%

62%

62%

61%

Japan
Germany
Netherlands United Kingdom
NorwaySource: Capgemini Research Institute, Generative AI consumer survey, April 2023, N = 8,596.

Capgemini Research Institute 2023

23
WHY CONSUMERS LOVE GENERATIVE AI

The health benefits ofgenerative AI
Globally, 67 percent of consumers believe
they could benefit from receiving medical
advice from generative AI (see Figure 12).
Sixty-three percent of consumers are excitedabout the possibilities of generative AI

bringing faster and more accurate drug discovery and development.
However, it is also important to assess the benefits from a healthcare
provider’s perspective.

tools to Epic’s hospital database, allowing laypeople to ask generalquestions to the AI, rather than requiring a data scientist to query
specific data.8

Microsoft recently unveiled plans to embed generative AI into clinicalsoftware from Epic, the biggest hospital electronic healthcare record(EHR) vendor in the US. Microsoft and Epic went live with the firstsites integrating GPT into EHR workflows to draft automatic replies
to patient messages. The joint venture is also applying generative AI

Healthcare startups such as Pittsburgh-based Abridge AI, whose
product facilitates the composition of case notes after theexamination of patients, and San Francisco-based Syntegra,
which uses generative AI to create realistic copies of patient datafor research, say they have developed safe, accurate healthcare
applications for generative AI.9

Capgemini Research Institute 2023

24
WHY CONSUMERS LOVE GENERATIVE AI

Fig.12
Consumers believe medical opinions from generative AI would be helpful

SHARE OF CONSUMERS WHO THINK MEDICAL ADVICE FROM
GENERATIVE AI WOULD BE HELPFUL (BY COUNTRY)
A recent study compared responses to real-world healthquestions from physicians and ChatGPT. A panel oflicensed healthcare professionals, blinded to the sourceof the response, preferred ChatGPT's responses 79
percent of the time, which were rated as higher-quality
and more empathetic than those from physicians.10

67%

69%

69%

69%

68%

68%

67%

67%

67%

67%

67%

Australia
Japan
Netherlands
France

UK

66%

65%

64%

SwedenSingapore

Italy

Younger age groups tend to be slightly more enthusiastic
about generative-AI healthcare advice. Specifically, Gen
Z and Millennials reported the highest agreement (68percent), while Gen X and baby boomers had 65 percent
and 63 percent agreement, respectively.
Average

CanadaSpain

Germany
US

NorwaySource: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N=8,596.

Capgemini Research Institute 2023

25
WHY CONSUMERS LOVE GENERATIVE AI

Fig.13
Belief that medical opinions or suggestions from generative AI are helpful tends to be slightly more common inyounger age groups

SHARE OF CONSUMERS WHO THINK MEDICAL OPINIONS OR SUGGESTIONSFROM GENERATIVE AI WOULD BE HELPFUL (BY AGE)
Average

67%

Gen Z (age 11–26)

68%

Millennials (age 27–42)

68%

70

%

Gen X (age 43–58)

Baby boomers (age 59–77)

of baby boomers will seek advice on personal
relationships or life/career plans fromgenerative AI tools

65%

63%

Source: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N = 8,596.

Capgemini Research Institute 2023

26
WHY CONSUMERS LOVE GENERATIVE AI

Fig.14Baby boomers are most likely to seek advice from generative AI tools on personal relationships or life/career plans

SHARE OF CONSUMERS WHO WOULD SEEK ADVICE FROM GENERATIVE AITOOLS ON PERSONAL INTERACTIONS/RELATIONSHIPS (BY AGE)

Consumers will also consider consulting
generative AI on relationship issues
Sixty-six percent of consumers would seek advice from agenerative AI tool on personal interactions or relationships(work, friendships, romantic relationships) or life/careerplans. Consumers from Australia (68 percent) are more
open to seeking advice from generative AI tools on
personal relationships or life/career plans, while consumers
from Sweden (61 percent) are least open in this respect.
Surprisingly, baby boomers are more likely (70 percent) toseek advice on personal relationships or life/career plansfrom generative AI tools than respondents in younger
generations (see Figure 14).

Average66%

Baby boomers (age 59–77)

70%

Gen X (age 43–58)

65%

Gen Z (age 11–26)

65%

Millennials (age 27–42)

65%

Source: Capgemini Research Institute, Generative AI, consumer survey, April 2023, N = 8,596.

Capgemini Research Institute 2023

27
WHY CONSUMERS LOVE GENERATIVE AI

There has been a 25 percent decline in partnered
relationships over the past 30 years in the US.11 Amorai
is a new health and wellbeing organization with a
mission to help 1 billion people master the skill of humanconnection. Its first product is an AI relationship-coaching
app targeting young adults aged 18–30. The app offers
personalized coaching exercises, primarily crafted andcurated for Gen Z, and builds on large language model(LLM) technology.12

Trust in generative AI needs
introspection
A high level of consumer trust in generative AI canleave consumers vulnerable to the dangers posed byfake news, deepfakes, cyberattacks, and plagiarism.
The high trust may be due to low public awareness ofrisks, the perception that legislation protects users,

and limited incidences of AI violating that trust. A
deeper psychological angle to this is the tendency
to anthropomorphize AI. Andrew Ng, founder ofdeeplearning.ai, comments: “The generative AI industry
is so young that many companies are still figuring out bestpractices. The ethical questions and concerns about bias
and generating problematic speech need to be taken very
seriously. We should be clear-eyed about the good and theinnovation that this is creating, while also being clear-eyed
about the possible harm.”13
Bias in AI dates back several decades. In 1988, a British
medical school was found guilty of discrimination due
to bias in its computerized applicant interviews. Despite
its high accuracy in replicating human decision-making,the program exhibited prejudice against women andindividuals with non-European names.14 Furthermore,
research conducted in 2018 has shown that training
natural-language-processing (NLP) models on historicalnews articles can lead to the perpetuation of genderstereotypes.15

Researchers at Stanford University have developed
a chat-style interface, HealthGPT, which integrates
ChatGPT and the Apple Health app on iPhones.
HealthGPT can answer a wide range of personal-healthand wellbeing-related questions and provide detailed
information on various body metrics, such as sleeping
habits, step count, heart rate, and exercise minutes. It
also provides tailored advice to help users achieve theirfitness goals. The developers nonetheless acknowledge
that the model may not always provide accurate
information, and caution users to consult HealthGPT “attheir own risk.”
There was a 531-percent increase in searches related
to incorrectness of AI in the period December 2022 –March 2023 (compared to the period Aug 2022 – Nov2022). Organizations need to educate consumers on thepotential issues around generative AI.

Capgemini Research Institute 2023

28
WHY CONSUMERS LOVE GENERATIVE AI

Consumers are not aware of thepotential harm to society throughgenerative AI
Generative AI has been used to create fake news stories.
Recently, a man in China was arrested for allegedly using
ChatGPT to fabricate a fake news article about a nonexistent train crash that supposedly led to the deathsof nine construction workers in Gansu province.16 As
the 2024 US presidential election approaches, experts
are warning of the potential of generative AI to enabledisinformation campaigns, including the use of robotic
calls to spread incorrect ballot information; deepfake
videos of candidates engaging in criminal or offensive
acts; AI-generated fake media depicting events thatnever occurred; and false news reports claiming thatcandidates have dropped out of the race to manipulate
voting patterns.17 Nevertheless, almost half (49 percent)of consumers are unconcerned about fake news stories
created by generative AI. Millennials (51 percent) areless likely to be concerned in this regard than other age

Capgemini Research Institute 2023

29
WHY CONSUMERS LOVE GENERATIVE AI

groups (Gen Z: 47.8 percent; Gen X: 49.3 percent; baby
boomers: 46.0 percent), possibly owing to low consumer
risk-awareness.

making it almost impossible for people to distinguishfact from fiction as AI-generated content floods theinternet.19

Fifty-nine percent of consumers are unconcerned about
the possibility of malicious actors using deepfakes tocreate harmful content to target individuals or specificsections of society. Millennials (59.5 percent) are less likely
to be concerned about deepfakes created by generative
AI than are other age groups (Gen Z: 58.8 percent, Gen X:
55.8 percent, baby boomers: 58.7 percent). Highlighting
the risks of generative AI, Alphabet and Google CEO,
Sundar Pichai warns: “There have to be consequences
for creating deepfake videos that cause harm to society.
We would need societal regulations to think about how toadapt.”18

Despite the potency of cyberattacks anddeepfakes, consumer awareness is low

AI pioneer Geoffrey Hinton has issued a chilling warningof the dangers of AI chatbots, stating that they could be
easily manipulated by malicious actors. This could lead tothe spread of misinformation on an unprecedented scale,

Bad actors can now use generative AI applications togenerate a personalized spear-phishing message basedon an organization’s marketing materials. This could fooleven consumers who have been well-trained in emailawareness. Similarly, an AI bot could call a consumer
using a deepfake voice of a relative or friend, requesting
personal information. In 2019, an AI-generated voice
deepfake was used to scam a UK-based energy firm's CEOout of $243,000. The fraudster impersonated the CEO's
boss, exploiting subtle accent and vocal characteristics todeceive the victim. This incident is the first documentedcase of an AI-generated voice deepfake being used in ascam.20 21 We found 34 percent of consumers are worried

about phishing attacks that use generative AI technology
to deceive individuals. Consumers from Sweden havethe highest (38 percent) level of concern, followed bythose from Italy (37 percent). We also found that only
30 percent of consumers are worried about the use ofgenerative AI for the illegal impersonation of individuals
with the intention to commit fraud or engage in othercriminal activities.
Eric Horvitz, Chief Scientific Officer at Microsoft, has
highlighted the challenges posed by two types ofdeepfakes: interactive and compositional. Interactive
deepfakes enable realistic impersonation with interactive
behaviors, while compositional deepfakes integrate
synthetic content into disinformation campaigns,
creating persuasive fabricated histories tied to real-world
events. Horvitz warns: “Unprecedented tools can be used bystate and non-state actors to create and distribute persuasive
disinformation.”22

Capgemini Research Institute 2023

30
WHY CONSUMERS LOVE GENERATIVE AI

Consumers are not aware of ethicalconcerns about generative AI
Ethical data sourcing for generative AI tools is a key areaof concern. Getty Images has banned the upload andsale of illustrations generated using AI art tools such as
DALL-E, Midjourney, and Stable Diffusion.23 A group ofartists have filed a lawsuit against Stability AI,Midjourney,
and artist portfolio platform DeviantArt, alleging
infringement of artists' rights. They claim that theseorganizations trained their AI models on 5 billion images
scraped from the internet without the explicit consent of
the original artists.24 We found 33 percent of consumers
are worried about the non-recognition/non-payment ofartists/contributors whose work is used in the training ofgenerative AI algorithms. Spawning’s Source+ platform
gives artists the ability to control the use of their work as
training data for AI by offering the choice to opt in or out.
Spawning has additionally launched Have I Been Trained, awebsite that enables artists to verify whether their work is
included in training datasets at no cost.25
Also, a class-action lawsuit has been filed in US federal
court on behalf of a proposed class of millions of GitHub
users who want to challenge the legality of GitHub
Copilot (and a related product, OpenAI Codex, whichpowers Copilot). The suit has been filed against a set of
defendants including GitHub, Microsoft (owner of GitHub),and OpenAI.26 Twenty-seven percent of consumers areworried about the use of generative AI algorithms tocopy/clone competitors' product designs/formulas.
Countries and organizations that embrace generative
AI may leap ahead of their peers, leading to a digital
divide between those who can afford generative AI tools
and those who cannot. However, only 26 percent ofrespondents perceive this as a danger.

Capgemini Research Institute 2023

31
WHY CONSUMERS LOVE GENERATIVE AI

Generative AI tools such as
ChatGPT are becoming the new
go-to for 70% of consumers whenit comes to seeking product orservice recommendations, replacing
traditional methods such as search

Capgemini Research Institute 2023

32
WHY CONSUMERS LOVE GENERATIVE AI

Transformer
model“hallucinates”
facts and makes
reasoning errors

AI hallucination: Causes andcharacteristics
According to the GPT-4 Technical Report published by
OpenAI, GPT-4 tends to “hallucinate,” (i.e., “…produce
content that is nonsensical or untruthful in relation tocertain sources”). GPT models may hallucinate as a resultof inherent bias, lack of real-world understanding, orlimitations in their training data. One major cause ofhallucination is compression; for example, a GPT-2 model(774 million parameters) compresses knowledge learned
from 40 GB of text to a model that fits in about 3 GBof model weight (13x factor). Along with compression,
hallucination may also result from limitations or theinherent bias of the training data, as well as a lack of realworld understanding on the part of the LLM.

These hallucinations result in outputs that may appear
reasonable but are either factually incorrect or irrelevantto the context.27 While hallucination specifically refers
to content that is factually incorrect or nonsensical,
misalignment may occur due to a discrepancy or lack ofagreement between different elements, such as human
expectations or biases. This misalignment can cause thegenerated output to deviate from what the user desired
or intended to receive. This could also be used to get
unexpected or “impossible” outcomes, especially in thecreative field, encouraging “blue-sky thinking” and “outof-the-box” ideas. Bill Franks, Director of the Center for
Data Science and Analytics at Kennesaw State University,comments: “… the dirty little secret is … all outputs fromgenerative AI processes, regardless of type, are effectively
hallucinations.”28

Capgemini Research Institute 2023

33
WHY CONSUMERS LOVE GENERATIVE AI

As part of a research study, ChatGPT was asked togenerate a list of legal academics found to have been
guilty of sexual harassment. The list produced by the
chatbot included the name of a law professor, who
it claimed to have been accused of making sexuallysuggestive comments and inappropriately touchinga student during a class trip to Alaska. However, thealleged incident never took place. The chatbot evencited a non-existent article in The Washington Post as its
source.29 This highlights how generative AI models canactively misrepresent facts and fabricate primary sources
to support their claims.
A senior executive from the banking industry warns:“GPT models can be vulnerable to 'hallucinations' caused bya rare combination of words in the input that break the logicof their programming. As users of these models, we need
to be aware of the potential limitations of and biases in thetechnology.”

During its first demo, Google's AI chatbot Bard made afactual error by incorrectly stating that the James Webb
Space Telescope took the very first pictures of a planet
outside our solar system. However, astronomers swiftly
pointed out that the first image of an ‘exoplanet’ was,according to NASA, captured in 2004.30

Implications for society
There are multiple implications for society at large.
• Currently, a significant 73 percent of consumers trustcontent generated by AI. This trust brings risk, however,
especially when the AI model is capable of hallucinatingin areas in which the user has limited knowledge.
• Alphabet CEO Sundar Pichai acknowledges, “No one
in the field has yet solved the hallucination problems.
All models do have this as an issue.” 31 Even researchers
within tech companies express concerns about thepotential overreliance on these systems for criticalareas such as medical and legal advice, as well as otherdecision-making processes.32• The answers generated by AI language models,although false, often appear plausible due to theirability to blur and conflate information regarding
people, events, and ideas.33• Furthermore, as language models are integrated into
various systems and become more commonly used,
the tendency to hallucinate can contribute to theoverall degradation of information quality and further
erode trust in the accuracy of information.34

Capgemini Research Institute 2023

34
WHY CONSUMERS LOVE GENERATIVE AI

03

HOW WILL GENERATIVE AI
TRANSFORM THE WAY CONSUMERS
SEARCH FOR AND BUY PRODUCTS?
Capgemini Research Institute 2023

35
WHY CONSUMERS LOVE GENERATIVE AI

A large minority (43 percent) of consumers would like to see a
broad implementation of generative AI across their interactions
with organizations. Andy Jassy, CEO of Amazon, says: “We have beenworking on our own large language models for a while now; we believe
they will transform and improve virtually every customer experienceand will continue to invest substantially in these models across all of ourconsumer, seller, brand, and creator experiences.” 35

Generative AI elevates the consumer experience

Zalando, a German e-commerce platform, is set to implement
generative AI to revolutionize the online shopping experience. The
company plans to use generative-AI-powered search engines to assist
customers in finding products for specific occasions. Soon, Zalando
will introduce on its app and web platforms a beta version of a
fashion assistant powered by ChatGPT, elevating the overall shopping
experience.36 At the Shoptalk Europe conference in Barcelona, in
2023, Heikki Haldre, co-founder of AI company Miros, presented theMiros wordless search engine. Using a search for a Bavarian dirndl
dress as an example, Haldre showcased the engine’s recognition ofbrowsing patterns, retrieving highly relevant fashion items in under 60
seconds.37

Swiss food and beverages multinational Nestlé utilized a generativeAI-enhanced version of Vermeer's 360-year-old painting, "The
Milkmaid," to promote its La Laitière dairy brand. By using agenerative-AI-powered “outpainting” feature, Nestlé expanded theborders of the picture and added new characters and significant detailto the original oil-on-canvas artwork.38

Experience is a key factor in generative AI interactions with
consumers; 62 percent of consumers are comfortable with theimplementation of generative AI in marketing and advertising,provided it doesn't negatively impact their overall experience.
Consumers from Norway are most at ease in this respect (69 percent).

Half (50 percent) of consumers are excited by the use of generative AI
for highly immersive and interactive consumer experiences. US foodcompany Heinz used the generative-AI-powered image generator to
get AI’s interpretation of “ketchup.” Many of the definitive images it
produced resembled bottles of Heinz products. Consumer fans of thebrand submitted ketchup image prompts that were turned into social
media and print ads, resulting in the first-ever ad campaign with visuals
generated entirely by AI.39

Capgemini Research Institute 2023

36
WHY CONSUMERS LOVE GENERATIVE AI

Fig.15
Consumers in all age groups are open to purchasing new products recommended bygenerative AI

Influence of generative AI on consumer-purchasedecisions
Consumers are more receptive to using generative AI for purchasedecisions, as it can offer recommendations; 64 percent are open topurchasing new products or services recommended by generative AI.
The Netherlands, Canada, and Sweden have the highest percentage
of consumers open to this, at 67 percent. There is no significant
variation between the different age groups (see Figure 15).
Generative AI tools such as ChatGPT are becoming the new go-to for
70 percent of consumers when it comes to seeking product or service
recommendations, replacing traditional methods such as search. Thisis consistent across all age groups.
Sixty-seven percent of consumers are positively anticipating
generative AI's ability to offer customized fashion and home-décor
recommendations. Stitch Fix, the apparel retailer that already uses
AI to recommend specific clothing to customers, is experimenting
with DALL-E 2 to represent its products visually, based on customer
preferences in terms of color, fabric, and style. For instance, if acustomer requests a pair of “high-rise, red, stretchy, skinny jeans,”
DALL-E 2 will generate a composite image based on these qualities toaid a stylist in finding a comparable product in Stitch Fix’s inventory.40

SHARE OF CONSUMERS OPEN TO PURCHASING NEW PRODUCTS ORSERVICES RECOMMENDED BY GENERATIVE AI
Average

64%

Gen X (age 43–58)

65%

Baby boomers (age 59–77)

65%

Gen Z (age 11–26)

64%

Millennials (age 27–42)

63%

Source: Capgemini Research Institute, Generative AI consumer survey, April 2023, N = 8,596.

Capgemini Research Institute 2023

37
WHY CONSUMERS LOVE GENERATIVE AI

Consumers are willing to pay the same amountfor generative-AI-enabled services
While consumers are willing to pay the same amount for generativeAI-enabled services, this currently applies only to specific areas, suchas generative-AI-written content and generative-AI-produced medical
opinions (both at 69 percent).
However, 30 percent of consumers are willing to pay more forgenerative-AI-powered tax-preparation services for individuals andvirtual generative-AI-powered travel agents, for instance. april , anAI-powered suite of embedded tax products, harnesses generative AI
to automate the translation of tax laws into software code, a process
historically performed by humans.41• 33 percent of consumers from Japan agreed to pay more compared
to what they are paying now for tax-preparation services• As age increases, willingness to pay more for generative-AIpowered tax-preparation services decreases; 32 percent of Gen Z
are willing to pay more compared with 23 percent of baby boomers

Capgemini Research Institute 2023

38
WHY CONSUMERS LOVE GENERATIVE AI

tools and applications through unified or distributed
The generative-AI-augmented ofplatforms.
A unified platform, provided by a single entity,
will
offer
convenient
access to diverse generative AI
life of a consumer
functionalities. Alternatively, companies focusing on niche
As the availability of generative AI tools explodes, they
are becoming part of the everyday life of the consumer.
Microsoft is already integrating generative AI capabilities
into its products, as highlighted by CEO Satya Nadella:“Every Microsoft product will have some of the same AI
capabilities to completely transform the product.” 42 The
software giant has integrated generative AI into its
Bing search engine and has also embedded Copilot inwidely used Microsoft 365 apps, such as Word, Excel,
PowerPoint, Outlook, Teams, and much more.
Another innovative addition is Business Chat, whichleverages the power of LLMs, Microsoft 365 apps, anduser data. For instance, with Business Chat, users can now
provide natural-language prompts to generate status
updates.43 Consumers can expect access to a wide range

areas such as generative AI for gardening, education,
or travel may emerge, delivering tailored solutions tomeet specific domain needs. Whether through unified
or distributed platforms, consumers will benefit fromenhanced experiences and targeted solutions.
Consumers may transition to using smart, connected
devices that come equipped with a generative-AIpowered personal assistant. This shift would offer aseamless and intuitive user experience, as these assistants
would leverage generative AI capabilities to provide
personalized support and enable consumers to have amore interactive and intelligent relationship with theirdevices.

Capgemini Research Institute 2023

39
WHY CONSUMERS LOVE GENERATIVE AI

Fig.16
A representation of how generative AI simplifies and enriches the everyday life of a consumer
Receive personalized advice
on key relationship questions
Tool(s): Amorai Corp
Input dietary
preferences andcalorie limit to get acustomized menu
Tool(s): ChatGPT
Meal planning

Harmonize bodyand mind
Personalized
meditation/yoga
regimes to relieve stressand boost energy

Nurture relationships
Let generative AI curate aplaylist for your commute
Tool(s): Podacity.ai
Tailored tunes

Investment advice
Expert advice tailored toyour risk appetite andinvestment goals
Tool(s): FinChat, Alpha by
PublicProductivity boost
Summarize and draft docs
and emails in a few minutes
Tool(s): Bard, ChatGPT,
GitHub Copilot, Ghostwryter, Ellie AI

Let AI recommend awatchlist based on yourviewing tastes
Tool(s): GPTﬂix
Feast onentertainment

Spark culinary
creativity
Upload photos of theingredients and let
generative AI instantly
generate delicious recipes
Tool(s): GPT-4

Let generative AI help stock
your library with tempting texts
based on your reading history
Tool(s): FindYourNextBook.ai,
Quotify
Unwind with a good bookWellness support
Receive reliable medical advice
including homecare tips forcommon health concerns
Tool(s): HealthGPT

Source: Capgemini Research Institute Analysis.
Capgemini Research Institute 2023

40
WHY CONSUMERS LOVE GENERATIVE AI

04

CONSUMER GUIDELINES FOR
ORGANIZATIONS ON THEIRGENERATIVE AI JOURNEYS
Capgemini Research Institute 2023

41
WHY CONSUMERS LOVE GENERATIVE AI

Fig.17A five-point framework for organizations working on consumer-facing generative AI initiatives

Organizations must ensure customer trust in AI is not
misplaced in terms of quality, lack of bias, privacy, andsafety. Based on our interactions with industry experts, ourresearch, and our expertise, we recommend the following
guidelines for organizations for their consumer-facing
generative AI initiatives.

Organizations: Lean on
generative AI for brandengagement
When consumers rely on generative AI tools for answering
their questions or for recommendations, how shouldorganizations change their marketing and advertisingstrategies? As generative tools proliferate, what brandengagement strategy should they implement? There will be
more such questions for organizations.

Organizations• Lean on generative AI for newer waysof brand engagement• Design safe and unbiased systems• Educate consumers

Generative AI

Consumers• Use the tools cautiously

Regulators• Strengthen legislation to protect
consumers

Build human oversight

Source: Capgemini Research Institute Analysis.

Capgemini Research Institute 2023

42
WHY CONSUMERS LOVE GENERATIVE AI• Sales – generative AI can be used to streamline sales operations. For example, Outreach, asales-execution platform, auto-generates relevant mail copy based on prior conversations
between sellers and buyers.44• Marketing – the potential of generative AI is already clear. Jasper AI, for instance, cancreate web copy, ads, and even social media posts.45 As seen in the Heinz example (above),generative AI visuals can be used in ad design.
• Beyond these, organizations have other opportunities: a GPT-based brand avatar that
can interact with consumers over their lifetime, acting as the consumer’s personal
representative with the organization, for instance.
A critical question that organizations must look into is how the penetration of generative AI
will influence their customers’ buying journeys, and even the larger business model. At thesame time, organizations must also mitigate the risks of misuse of their generative AI tools inways that can harm the company’s reputation.

Organizations: Design safe and unbiased
systems
Understand the various risks of generative AI
Organizations that are using the various generative models available on the market need to beaware of the risks:• Inherited risk: The underlying datasets that have been used to train the model are notusually made available to downstream players; this means these players inherit the risks
associated with these datasets without the means to detect/address them
• Intellectual property: Datasets may be copyrighted or have restricted licenses; output
from the generative AI tools that regurgitates such data may lead to legal issues fordownstream players

Capgemini Research Institute 2023

43
WHY CONSUMERS LOVE GENERATIVE AI• Correctness: As explained above, generative AI canhallucinate and appear confident in its answers• Bias: While this is not an issue pertaining to generative
AI in particular, output from the tools can reflect biases
in the training data
• Data leakage: Organizations interested in creating
their own generative AI models from scratch should
remember that it is possible for these tools to leak out
confidential data through deliberate prompts
There are other issues pertaining to privacy of user data,
the carbon footprint of using the models, and ethicalconcerns. In light of these pertinent risks, we offer somerecommendations for organizations below.

Focus on developing reliable and trusted
systems
Forty-seven percent of organizations worry about
inherent bias from the underlying data used to train
generative AI programs. The bias may increase when we
consider variations due to language, culture, and local
context.

Training data plays a critical role in addressing thisbias. In our research, we found that sixty-one percent
of organizations are concerned that inconsistent
thoroughness in training sets across geographies andcultures can impact the sensitivity of the generated
content, leading to inaccuracies and biases. Marketplaces
such as Defined.ai provide ethically sourced training
datasets that address at least a part of the problem.46
Organizations must improve their training-data quality
and be conscious of data sources. Incorporating advanced
NLP techniques to understand user intent and provide
relevant answers will be the key to achieving this.
The generational AI applications must also indicate whenhuman input or oversight is required (e.g., when providing
medical diagnoses or legal advice). A senior executive
from a global cloud-service provider explains: “So muchof the concern with generative AI tools revolves aroundthe authenticity and veracity of the underlying datasets.
Organizations developing these tools need to be more
careful about the raw data and intellectual property theyuse. We need appropriate training data that meets a certain
standard.”

Another key factor is carbon footprint. The training of
GPT-3 has resulted in over 550 tons of carbon emissions.47
While not every organization needs to train a model,
integrating generative AI into operations requires muchgreater computing power than do traditional operations.
It is important for organizations to consider and plan forthis to reduce their overall environmental footprints.

Design for safety
Organizations must design guardrails using robust
blocklists. Forty-six percent of organizations areconcerned about the lack of clear guidelines. Recently,
a young Belgian man committed suicide after talking
to a chatbot for several weeks. According to the text
conversations, the chatbot not only failed to dissuade
him but encouraged him in his suicidal thought pattern.48
In this context, organizations must educate the consumer
about the safe use of generative AI applications. The
language model outputs must be used with caution,
especially in sensitive contexts. The University of
Adelaide has established a clear protocol to safeguard
sensitive information and prevent data breaches

Capgemini Research Institute 2023

44
WHY CONSUMERS LOVE GENERATIVE AI

70%

percent of organizations are reviewing opensource generative AI models for the reliability ofdata sources and adherence to data-privacy laws
and regulations.

when using generative AI such as ChatGPT. Guidelines
include not sharing personal data, health information,
passwords, commercial data, and intellectual property.
They also advise against using university email addresses
and recommend disabling the “Chat History & Training”
feature to prevent data logging and potential modeltraining.49
Seventy-three percent of organizations are establishingpolicies for the use and sharing of internal information
on generative AI models. This is critical to ensuringconfidential company information is not available tocompetitors or the public. A telecom company executive
comments: “There are concerns around using generative
AI tools for professional activities, particularly in relation to
the model's lack of training on internal knowledge bases,
resulting in the potential for fake or incorrect information.
The ‘black-box’ nature of the model also makes it difficult
to understand its knowledge sources and design, andthere are issues related to intellectual property and data
management.”

Strengthen the privacy and security ofsystems
Multiple national governments have expressed concern
about the privacy of consumer data collected during
interactions with generative AI applications. Italy has
already banned ChatGPT over privacy concerns (later
restoring access after OpenAI implemented the requiredchanges).50 Three-quarters (75 percent) of organizations
identify the lack of data privacy and protection as amajor concern that prevents them from realizing thefull potential of generative AI. Moreover, 70 percent oforganizations are reviewing open-source generative AI
models for the reliability of data sources and adherence
to data-privacy laws and regulations.

Capgemini Research Institute 2023

45
WHY CONSUMERS LOVE GENERATIVE AI

Organizations: Educate consumers
on the reliability of the output
It is important that organizations manage consumer expectationsin terms of reliability of output. Sometimes the output may not becorrect or may be influenced by factually incorrect materials available
on the internet. Ensuring correct disclaimers and warnings aroundthe authenticity and correctness of the output is, therefore, alsoessential. Further, organizations must emphasize to consumers thatthese tools are not equivalent to humans. While they may choose to
add “human” features to these AI systems, such as a human voice (Siri,
Alexa for voice assistants), a human name, or even a human avatar, thetools and systems are still an automation.

Build consumer trust in AI systems
The rapid adoption of generative AI has raised expectations, often
above current technical limitations. While more generic tasks can bestreamlined, there remains significant room for improvement andsome fields (e.g., psychiatry) where the technology may never match
human capabilities. It is important to clarify upfront to the consumer
what the tool can and cannot do, and notify them proactively
when they are talking to AI technology. It is also important to seek
consumer feedback and strive continuously to improve systems.
Moreover, consumers are reassured when they are provided withaccess to the training sources for generative AI; 73 percent ofconsumers would be convinced of the rightful use of generative
AI if they could access information on all data sources. This is alsoa concern for organizations using these generative AI systems; 51
percent of executives consider the lack of clarity on data underlying
generative AI programs to be a significant concern.
The head of AI at a meal-kit company sums the situation up aptly: “Wecannot blindly trust AI-generated results, especially in high-risk areas. It's
crucial to verify the answers and take precautions. As a society, we needto provide proper education and awareness about the potential risks andbenefits to ensure consumer trust.”

Capgemini Research Institute 2023

46
WHY CONSUMERS LOVE GENERATIVE AI

Consumers: Use the tools
cautiously
The adoption numbers of generative AI tools are certainly impressive.
In this second section, our research has highlighted the high levelsof satisfaction, as well as trust, that consumers have in generative
AI. It is, however, important for consumers to take the following
precautions:• Independently verify factual information: Cross-check theoutput with other sources to ensure that it is not a result of
hallucination• Seek expert help for high-risk situations: Consumers must
remember that these tools cannot replace experts such as
physicians – at least, not yet. This is particularly important in cases
where there can be a clear yes/no. For example, a person either
has cancer or they don’t, and if they arrive at the wrong conclusion
based on what a tool tells them, the consequences can be severe.
Experts can provide the right kind of guidance after looking at

the consumer’s medical history, which may not be the case withgenerative AI tools• Update themselves on copyright issues: When consumers use
generative AI tools and create AI art or other works, who owns
these creations? In the US, the US Copyright Office has released
its policy statement regarding the works created using generative
AI. Their guiding principle is that copyright only protects creations
made by humans.51 The agency is now requiring its applicants who
submit their works for copyright to declare if AI was used in any
part of the work
• Be aware of phishing scams: The unfortunate by-product of thesetools is their ability to allow even an average scammer to create andact out scams such as impersonating a relative asking for funds. As
the adoption of these tools increases, the possibilities of different
types of scams and greater scam volume will only increase. Users
beware!

Capgemini Research Institute 2023

47
WHY CONSUMERS LOVE GENERATIVE AI

Regulators: Strengthen
legislation to protect consumers
Regulators, copyright boards, and consumer-protection agencies
have a rough and uncertain road ahead of them. The US Copyright
Office, for example, initially granted copyright for an AI-createdwork and then cancelled its original certification after a review.52 A
few ways to tackle the challenges include:• Requesting disclosures: Regulators can require developers todisclose whether and how the tools are following data-privacy
laws• Revisit their policies: As the line between human-created andAI-generated content blurs, copyright boards will need to figureout their stance on what can be granted a copyright and also
set guidelines to determine whether a particular work has been
generated by AI and to what extent• Establish accountability: If a consumer is impacted by a fakeimage generated through these tools, which parties will be
liable? Is it the user that created the fake image, the developerof the generative AI tool, or the social media platform that
hosted the original image?

• Improve user control: Regulators can require developers to give
better control to users, allowing them to opt in and out of datacollection• Improve user education: Regulators can also require developers
to improve user awareness• Engage with developers, academics, and other stakeholders:The hardest job for regulators is figuring out how to safeguard
consumer interest, protecting their privacy while not impeding
progress; to achieve these objectives, it helps to engage withthe developers and leading academics to discuss challenges anddetermine the best way forward

Build human oversight
Human oversight should remain an integral part of the developmentof generative AI systems and tools. Humans can identify biases in
the underlying training dataset, review outputs, and take steps
to mitigate them. Human oversight can also help in improving
the quality, reliability, and safety of the systems. Further, humans
can ensure compliance with data-privacy regulations and ethicalguidelines. For consumers, human oversight means relying on experts
for critical advice, such as in medical or legal areas, rather than simply
believing what the tools say.

Capgemini Research Institute 2023

48
WHY CONSUMERS LOVE GENERATIVE AI

Conclusion
Generative AI has seen massive consumer adoption acrossage groups, geographies, and income levels. The majority of
consumers are aware of it and more than half are using it. Even
more interesting – and concerning – is the high level of trust
consumers place in the output from generative AI. The easeof using these tools and the simplicity of the output meanthat generative AI has the potential to transform consumer
search and online purchase behavior. As consumers experimentwith generative AI across multiple formats, it is important toremember that this is a nascent technology that is not yet readyto operate autonomously in all scenarios. Organizations havea number of ways to leverage generative AI to influence theircustomers and, at the same time, they must monitor evolving
consumer behavior in terms of implications for marketing andlarger business operations. Organizations developing or using
generative AI tools must ensure that the outputs are unbiased,
reliable, safe, private, and secure. Regulators do have a criticalrole in shaping policies as the application landscape rapidly
evolves. Human oversight is a key foundation for developers
and consumers to address together the different challenges
generative AI poses.

Capgemini Research Institute 2023

49
WHY CONSUMERS LOVE GENERATIVE AI

Follow-on report teaser
We will release a follow-on report that delves exclusively into the transformative potential of generative AI fororganizations across multiple industries, such as automotive, consumer products, retail, financial services (banking andinsurance), telecom, energy and utilities, aerospace and defense, high-tech, industrial equipment manufacturing, andpharma and healthcare. In this forthcoming publication, we will explore how generative AI can reshape businesses,
highlighting industry-specific use cases of generative AI, and examining adoption rates. We surveyed 1,000 executives
from unique organizations with more than $500 million in annual revenue across 13 countries for the report, which will
be launched later in 2023.

Capgemini Research Institute 2023

50
WHY CONSUMERS LOVE GENERATIVE AI

Research methodology• We surveyed 10,000 consumers over the age of 18 in 13 countries across the US, Europe,and Asia-Pacific. The global survey took place in April 2023. The demographic details of
consumers are below:

CONSUMER SPLIT BY AGE GROUPCONSUMER SPLIT BY SELF-IDENTIFIED GENDER
52%
44%

43%
34%

17%
6%

Gen Z (age 11–26)

Millennials(age 27–42)

Gen X(age 43–58)

Baby boomers(age 59–77)

Source: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N = 10,000.

Woman

Man

2%

0.2%

0.5%

Non-binary

Prefer to
self-describe

Prefer not
to answer

Source: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N = 10,000.

Capgemini Research Institute 2023

51
WHY CONSUMERS LOVE GENERATIVE AI

CONSUMER SPLIT BY EDUCATIONCONSUMER SPLIT BY EMPLOYMENT
55%

42%

21%

19%

16%

19%

2%
ElementaryHigh school/
Undergraduate
schoolsecondary school
degree/primary school(e.g., BSc,
B. Tech)6%

Post-graduate
Doctoral or
degreeprofessional(e.g., MA,
degree (e.g., PhD,
M. Tech, MBA) EdD, MD, JD/LLD)

Source: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N = 10,000.

Full-time
employedPart-time
employed

Self-employed,
consultant,or freelancer

8%

8%
3%

Unemployed

RetiredFull-time
student

Source: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N = 10,000.

Capgemini Research Institute 2023

52
WHY CONSUMERS LOVE GENERATIVE AI

CONSUMER SPLIT BY COUNTRY OF RESIDENCE
15%
10%

8%

6%

10%
6%

Australia

FranceCanada6%

Italy
Germany

8%4%Netherlands
Japan

5%

4%

Singapore

Norway10%8%

SwedenSpain

UnitedKingdom

UnitedStates

Source: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N = 10,000.

CONSUMER SPLIT BY ANNUAL HOUSEHOLD INCOME
26%

24%
15%

14%
3%
Less than$20,000

10%

6%$20,000– $39,999

2%$40,000– $59,999$60,000– $79,999$80,000– $99,999$100,000– $119,999$120,000– $139,999$140,000or moreSource: Capgemini Research Institute, Generative AI, Consumer Survey, April 2023, N = 10,000.
*The study findings reflect the views of the respondents to our online questionnaire for this research and are aimed at providing
directional guidance. Please contact one of the Capgemini experts listed at the end of the report to discuss specific implications.

• Social and search analysis on consumer perception
around generative AI was conducted in two periods:
April 2022 to March 2023 for search analysis, andOctober 2022 to April 2023 for social analysis. Data
aggregator tools, including Google Keyword Planner
data, Talkwalker, and desk research, were utilized. Data
sources such as social media platforms and forums
were examined in multiple languages, namely English,
Italian, Japanese, French, Spanish, German, Dutch,
Portuguese, and Swedish, covering various countries,
including Australia, Canada, France, Germany, Italy,
Japan, the Netherlands, Norway, Singapore, Spain,
Sweden, the UK, and the US.

Capgemini Research Institute 2023

53
WHY CONSUMERS LOVE GENERATIVE AI

References
1.

2.

3.
4.
5.
6.
7.
8.

9.

Business Insider, “ChatGPT may be the fastest-growing
consumer app in internet history, reaching 100 million users
in just over 2 months, UBS report says,” February 2, 2023.
Fortune, “A.I. is one of the main reasons that Hollywood
writers are on strike: ‘Too many people are using it against
us and using it to create mediocrity,’” May 5, 2023.
The New York Times, “35 Ways Real People Are Using A.I.
Right Now,” April 14, 2023.
Ibid.
Ibid.
Reuters, “ChatGPT launches boom in AI-written e-books on
Amazon,” February 22, 2023.
FinChat website, https://finchat.io/, accessed May 18, 2023.
Healthcare Dive, “‘Hurtling into the future’: The potential
and thorny ethics of generative AI in healthcare,” April 21,
2023.
The Wall Street Journal, “Generative AI makes headway inhealthcare,” March 21, 2023.

10. UC San Diego Today, “Study finds ChatGPT outperforms
physicians in high-quality, empathetic answers to patientquestions,” April 28, 2023.
11. Pew Research Center, “Rising share of US adults are living
without a spouse or partner,” October 5, 2021
12. Amorai, “Former Tinder CEO, Apple and Headspace
executive Renate Nyborg announces pre seed funding
round led by Andrew Ng’s AI Fund,” April 27, 2023.
13. Venture Beat, “Andrew Ng: Even with generative AI buzz,
supervised learning will create ‘more value’ in short term,”
February 22, 2023.
14. Harvard Business Review, “What do we do about the biases
in AI?” October 25, 2019.
15. Google for Developers, “Text Embedding Models containbias. Here’s why that matters,” April 13, 2018.
16. CNBC, “Chinese police arrest man who allegedly used
ChatGPT to spread fake news in first case of its kind,” May
9, 2023.

17. The Hindu, “AI presents political peril for 2024 with threat
to mislead US voters,” May 15, 2023.
18. Business Standard, “Rush to deploy AI without oversight
can have harmful effects: Sundar Pichai,” April 17, 2023.
19. The New York Times, “‘The godfather of A.I.’ leaves Google
and warns of danger ahead,” May 1, 2023.
20. The Wall Street Journal, “Fraudsters used AI to mimic CEO’svoice in unusual cybercrime case,” August 30, 2019.
21. Forbes, “A voice deepfake was used to scam a CEO out of$243,000,” September 3, 2023.
22. arXiv, “On the horizon: Interactive and compositional
deepfakes,” September 21, 2022.
23. The Verge, “Getty Images bans AI-generated content overfears of legal challenges,” September 21, 2022.
24. The Verge, “AI art tools Stable Diffusion and Midjourneytargeted with copyright lawsuit,” January 16, 2023.
25. Input, “This couple is launching an organization to protect
artists in the AI era,” September 14, 2022.

Capgemini Research Institute 2023

54
WHY CONSUMERS LOVE GENERATIVE AI

26. GitHub Copilot Litigation, “We’ve filed a law­suit challeng­ing
GitHub Copilot, an AI product that relies on unprecedented
open-source software piracy,” November 3, 2022.
27. OpenAI, GPT-4 Technical Report, 2023.
28. CXO Tech Magazine, “Generative AI: It’s all a hallucination!”
April 13, 2023.
29. The Washington Post, “ChatGPT invented a sexual
harassment scandal and named a real law prof as theaccused,” April 05, 2023.
30. The Verge, “Google’s AI chatbot Bard makes factual error in
first demo,” February 8, 2023.
31. Fortune, “Google CEO Sundar Pichai says ‘hallucination
problems’ still plague A.I. tech and he doesn’t know why,”
April 17, 2023.
32. The New York Times, “In A.I. race, Microsoft and Google
choose speed over caution,” April 10, 2023.
33. The New York Times, “When A.I. chatbots hallucinate,” May
9, 2023.
34. OpenAI, GPT-4 Technical Report, 2023.
35. CNN Business, “Amazon is ‘investing heavily’ in thetechnology behind ChatGPT,” April 13, 2023.

36. WWD, “Retailers bet on Generative AI to bring the fun into
online shopping,” May 16, 2023.
37. WWD, “Retailers bet on Generative AI to bring the fun into
online shopping,” May 16, 2023.
38. Ads of the World, “It’s so pleasurable to take the time,”
September 20, 2022.
39. Campaigns of the world, "Heinz A.I. Ketchup", August 17,
2022.
40. Stitch Fix Technology – Multithreaded, “Your opinion
matters,” July 19, 2022.
41. Business Wire, “april launches AI-driven tax solution,
disrupting archaic tax system to usher in a consumerfriendly future,” April 3, 2023.
42. The Wall Street Journal, “Microsoft plans to build OpenAI,
ChatGPT features into all products,” January 17, 2023.
43. Microsoft, “Introducing Microsoft 365 Copilot – your copilot
for work,” March 16, 2023.
44. Cision PR Newswire, “Outreach announces smart email
assist, leveraging generative AI to unlock new levels of
productivity for B2B sales teams,” January 2023.

45. HBR, “How generative AI Is changing creative work,”
November 2022.
46. Defined.ai, “New Retail Image Dataset: transform yourbusiness with our exclusive release,” April 2023.
47. Stanford University, The AI Index Report, 2023.
48. euronews.next, “Man ends his life after an AI chatbot'encouraged' him to sacrifice himself to stop climatechange,” March 31, 2023.
49. The University of Adelaide, Generative AI IT Security
Guidelines, 2023.
50. BBC, “ChatGPT banned in Italy over privacy concerns,” April
1, 2023; The Verge, “ChatGPT returns to Italy after ban,”April 28, 2023.
51. ARTnews, “US Copyright Office: AI generated works are noteligible for copyright,” March 2023.
52. ARTnews, “US Copyright Office: AI generated works are noteligible for copyright,” March 2023..

Capgemini Research Institute 2023

55
WHY CONSUMERS LOVE GENERATIVE AI

Key contributors
Andreas MarkdalenMark Roberts

Bob Schwartz

Subrahmanyam KVJ

Global Chief Creative Officer& Vice President frog, Part ofCapgemini Invent
andreas.markdalen@frog.co

Principal Technologist,
Capgemini Engineering
mark.roberts@capgemini.com

EVP, Applied Innovation
Exchange, Capgemini
bob.schwartz@Cagemini.com

Senior Director,
Capgemini Research Institutesubrahmanyam.kvj@capgemini.
com

Mark Oost

Steve Jones

Lisa Mitnick

Sumit Cherian

Global Offer Leader AI,
Analytics and Data Science,
Insights and Data, Capgeminimark.oost@capgemini.com

Executive Vice President,
Insights and Data Global
Practice, Capgemini
steve.g.jones@capgemini.com

Americas Portfolio Lead,
Capgeminilisa.mitnick@Capgemini.com

Senior Manager,
Capgemini Research Institutesumit.cherian@capgemini.com

Robert Engels

Ron Tolido

Marek A. Sowa

Ramya Puttur

Vice President and Head of theCapgemini AI Futures Lab,CTO NCE, Insights and Data,
Capgemini
robert.engels@capgemini.com

CTO, Insights and Data Global
Business Line
ron.tolido@capgemini.com

Director, Head of IPA Offering
and Innovation, Capgemini
marek.a.sowa@capgemini.com

Senior Manager,
Capgemini Research Instituteramya.puttur@capgemini.com

Valérie Perhirin

Sofie Andersson

Jerome Buvat

Managing Director, Data & AI Data for Net Zero, Capgemini
Inventvalerie.perhirin@capgemini.com

Senior Manager, AI/ML Advanced
Analytics and DevOps Tribe
Lead,Capgemini Invent SweDFi
sofie.andersson@capgemini.
com

Head of the Capgemini
Research Institutejerome.buvat@capgemini.com

Capgemini Research Institute 2023

56
WHY CONSUMERS LOVE GENERATIVE AI

The authors would like to especially thank Vaishnavee
A and Manisha Dash from the Capgemini ResearchInstitute for their contributions to this research.
The key contributors would like to thank Eric Reich,Sarvesh Bhatnagar, Doug Ross, Ashish Jain, Myriam
CHAVE, Susanna Ostberg, Joyce Chew, Bobby Ngai,
Mollie Mellows, Victoire Grux, Antara Nandy, Manish
Saha, Rupali Chakraborty, Suparna Banerjee, Aparajita
Paul and Punam Chavan for their contribution to thereport.

About the Capgemini ResearchInstitute
The Capgemini Research Institute is Capgemini’s
in-house think tank on all things digital. The Institutepublishes research on the impact of digitaltechnologies on large traditional businesses. The teamdraws on the worldwide network of Capgemini
experts and works closely with academic andtechnology partners. The Institute has dedicatedresearch centers in India, Singapore, the United
Kingdom, and the United States. It was recently ranked
number one in the world for the quality of its researchby independent analysts.

Capgemini’s dedicated AI
Futures Lab to deliver concretebusiness impact
Capgemini has been working with clients on AI and generative AI for years to respond to their
specific business needs, particularly in the areas of Life Sciences, Consumer Products & Retailand Financial Services. Through its AI Futures Lab, Capgemini focuses on developing tailoredsolutions for clients, enabling them to leverage the potential of generative AI in a trusted,
secure, and ethical framework to deliver concrete business impact.
The AI Futures Lab is a dedicated team of experts specialized in artificial intelligence fromvarious Capgemini teams around the world, who are focused on following the evolutions of thetechnology, as well as researching and applying the most relevant use cases in generative AI
for clients. The AI Futures Lab creates and delivers assets, education, and awareness to further
enrich Capgemini’s expanding expertise in this field, and the value it delivers to its clients.
For more information, visit
http://www.capgemini.com/aifutures

Visit us atwww.capgemini.com/researchinstitute/

Capgemini Research Institute 2023

57
WHY CONSUMERS LOVE GENERATIVE AI

Createthe impossible
With custom generative
AI for enterprise

According to Gartner, full maturity of generative AI
is expected in 2–5 years, but the market is alreadyshifting to bring generative AI closer to businessuse cases as 70% of global organizations currently
explore generative AI.

TOO UNCONTROLLABLE

BUT… for business, there are many problems
behind publicly available generative AI large
language models, as they are:

Many available tools have complex licenses or T&C fineprint allowing third parties to read and learn from yourdata, or even forbid commercial use.

TOO DISJOINTED FROM BUSINESS REALITYTOO DIFFICULT TO ADOPT AND SCALE

Generative AI tools bring technology but do
not answer questions on how to address new
requirements for risk, privacy, and business controls.

Both closed-source tools like ChatGPT and open-source
alternatives do not have a built-in and enterprise-scaleready technology stack.

Without training, you cannot control the quality andsuitability of the output.
TOO RISKY FOR DATA AND PRIVACYTOO UNIVERSAL AND NOT COMPANY-SPECIFIC
They are difficult to tune for real business scenarios
at scale. They do not have your business knowledge
and cultural context.

Capgemini Research Institute 2023

58
WHY CONSUMERS LOVE GENERATIVE AI

Therefore, CXOs need to understand how toleverage generative AI, in a safe, secure, andcontrolled manner, to fit their business reality

Capgemini helps you drive and deliver successfully your generative AI initiatives through four building blocks:

We help you change the DNA of your work throughgenerative AI

SET ORGANIZATIONAL
FOUNDATIONWith Custom Generative AI for Enterprise, we help
CXOs move from a standard risked usage of genericpublic large language models to a tailored andtrusted solution based on the use of their data
and their company knowledge, with reliable outputs
creating significant tangible outcomes.
We leverage our proven framework to build secure,privacy-protecting, and reliable high-scale generative
solutions.
Custom Generative AI for Enterprise acts as a“one-stop-shop” for enterprise-ready data, tools, anduse cases to address business and technology needs
and share a reusable, secure, and company-approved
generative toolkit.

Drive generative AI agenda withprivacy and reliability at core

HOW TO STARTBUILD RIGHT TOOLKITBENEFIT AT SCALE

Dedication workshops
enabling yourstrategy, operating
model and use caseroadmap

Use Capgemini’s
generative AI
framework to build
enterprise-readysolution

Scale across use
cases with dedicatedgenerative AI CXO
templates

Capgemini Research Institute 2023

59
WHY CONSUMERS LOVE GENERATIVE AI

Selected client projects and engagements
We have been working with clients on AI andgenerative AI for years to respond to their specificbusiness needs, in particular in the areas of life
sciences, consumer products & retail, and financial
services. We have been focusing on LLMs (synthetic
data generation, conversational solutions, etc.) but
also code conversion, for example.
• We collaborated with a large pharma company
to use transformer models to generate novel
medicinal molecules for drug discovery• We created ADA (Artificial Data Amplifier) : using
generative AI to create synthetic data used inparticular by the Swedish Social Insurance Agency• We delivered the “Intelligent Document Query
Assistant” for a leading insurance company locatedin more than 50 countries, enabling non-technicalexecutives to ask questions in natural language andget accurate answers much faster• We have supported various banks on code
conversion in combination with software migration
projects: using Generative AI to propose translationsof software from “old” languages to modern
languages• We worked on product blueprint analysis
with generative AI for a client managing all
documentation for highly complex engineering
products• We are currently working with Unilever on a content
creation engine using ChatGPT. It automaticallygenerates several options for “Perfect Name,”“Features,” and “Long Description” (automaticallysearch-optimized), making it easier to achievecontent completeness and quality.
For more information, please visit:https://www.capgemini.com/solutions/custom-generative-ai-for-enterprise/

Capgemini Research Institute 2023

60
WHY CONSUMERS LOVE GENERATIVE AI

For more information, please contact:
Global contacts

Local contacts

Mark Oost
AI, Analytics, andData Science Global Lead, Capgeminimark.oost@capgemini.com

Steve Jones
AI, Analytics, andData Science global lead, Capgemini
steve.g.jones@capgemini.com

Robert Engels
Head of AI Futures Lab, Capgeminirobert.engels@capgemini.com

Marek Sowa
Head of Intelligent Process
Automation, Capgemini
marek.a.sowa@capgemini.com

NORTHERN &CENTRAL EUROPE
Wei Wei Feng
Gen AI Expert, Insights & Data, Capgemini
weiwei.feng@capgemini.com

SOUTHERN &CENTRAL EUROPE
Tiziano Borrelli
Deputy CTO I&D Insights & Data South andCentral Europe, Capgemini
tiziano.borrelli@capgemini.com

APAC
Aruna Pattam
Head of AI, Analytics andData Science Center of Excellence,
Insights & Data Capgemini
aruna.pattam@capgemini.com
Bikash Dash
Program Manager,
Data Science & Analytics,
Gen AI expert, Insights & Data,
Capgeminibikash.ranjan-dash@capgemini.com

NORTH AMERICA
Ajay Mohan
Head of AI, Analytics, and Data Science
Center of Excellence, Insights & Data North
America, Capgemini
ajay.mohan@capgemini.com

Capgemini Research Institute 2023

61
WHY CONSUMERS LOVE GENERATIVE AI

More Capgemini
Research Institute Publications

Quantum technologies:
How to prepare yourorganization for aquantum advantage now

A new playbook for chiefmarketing officers: Why cmosshould enable real time marketing
to drive sustained growth

Conversations for tomorrow:breathe in(novation): Uncover
innovations that matter

Total Immersion: How immersive
experiences and the metaverse
benefit customer experience andoperations

What matters to today’s
consumer 2023

Capgemini Research Institute 2023

62
WHY CONSUMERS LOVE GENERATIVE AI

Subscribe to latest research from
Capgemini Research InstituteReceive copies of our reports by scanning the QR code or visiting
https://www.capgemini.com/insights/research-institute/subscribe/

Capgemini Research Institute

Fields marked with an are required
First Name

Last Name

Email

By submitting this form, I understand that my data will be processed by Capgemini as indicated above anddescribed in the Terms of use.

SubmitCapgemini Research Institute 2023

63
WHY CONSUMERS LOVE GENERATIVE AI

Notes

Capgemini Research Institute 2023

About Capgemini
Capgemini is a global leader in partnering with companies totransform and manage their business by harnessing the powerof technology. The Group is guided everyday by its purpose of
unleashing human energy through technology for an inclusive andsustainable future. It is a responsible and diverse organization of
360,000 team members in more than 50 countries. With its strong
55-year heritage and deep industry expertise, Capgemini is trusted
by its clients to address the entire breadth of their business needs,
from strategy and design to operations, fueled by the fast evolving
and innovative world of cloud, data, AI, connectivity, software,digital engineering and platforms. The Group reported in 2022
global revenues of €22 billion.

Get the Future You Want | www.capgemini.com

Copyright © 2023 Capgemini. All rights reserved.