- Almost half (46%)[1] of Brits think smartphone AI features are overhyped, and four in ten (43%) say they don’t trust them[2]
- A third are keen to embrace AI (34%)[3], with tech-curious Brits dreaming up future AI features such as lost item locators and pet translators[4]
- Top considerations for upgrading a phone include brand familiarity (28%) and battery life (21%), with AI features coming at the bottom of the list (6%)[5]
- Over half (56%) have experienced mishaps caused by AI, from incorrect predictive text messages (27%) to problems with a digital assistant (14%)[6]
- Uswitch shares advice for AI cynics on how they can make the most of the current AI features on their phones and what to expect in the future
While a third (34%) of Brits are ready to embrace new smartphone AI features[3], over half (53%) say they never use artificial intelligence functions on their phone[7], according to research by Uswitch.com, the comparison and switching service.
Many of 2024’s most anticipated phone launches were focused on new AI capabilities, yet almost half (46%) of Brits confess they consider smartphone AI tools to be ‘overhyped’[1]. However almost a quarter (23%) agree that they are already useful, and 18% find them convenient.[8]
Only one in 20 (6%) say AI capabilities were the most important factor when upgrading a phone, with the majority of Brits considering brand familiarity (28%) and battery life (21%) as the key deciders.[5]
Almost half (47%) claim not to know how to use AI features on their phone, rising to 61% of those aged 55 and older.[9]
Active AI users say they primarily use security features such as facial recognition (24%) and virtual assistants (21%), with 18% using them for photo editing.[10]
Android users are more likely to use spam or scam detection than Apple users (29% vs. 22%), while Apple users favour features such as virtual assistants (28% vs. 17%) and security features such as thumbprint scanning (19% vs. 10%).[10]
With so much potential for the future of AI, the nation has voted for jobs they would want an AI assistant to do on their smartphones, with the top most sought-after AI activities featuring lost item locators, pet translators, and outsourcing dealing with customer service calls.
Active AI users say they primarily use security features such as facial recognition (24%) and virtual assistants (21%), with 18% using them for photo editing.[10]
Android users are more likely to use spam or scam detection than Apple users (29% vs. 22%), while Apple users favour features such as virtual assistants (28% vs. 17%) and security features such as thumbprint scanning (19% vs. 10%).[10]
With so much potential for the future of AI, the nation has voted for jobs they would want an AI assistant to do on their smartphones, with the top most sought-after AI activities featuring lost item locators, pet translators, and outsourcing dealing with customer service calls.
The latest AI features aren’t always seamless, and half of Brits claim to have suffered from mishaps caused by AI (56%), including being caught out by predictive text (27%) or problems with Siri (14%).[6]
Tech-curious Brits are willing to spend an extra £14 a month on average to have access to the latest AI smartphone features, with Android users willing to pay 22% more than Apple users to be able to do so.[12]
Uswitch mobiles expert, Ernest Doku, shares advice on how Brits can make the most of AI features on their phones and what to expect in the future:
“AI tools in smartphones are one of the most exciting developments the industry has seen in recent years, yet they can be a divisive topic. These new features, especially generative ones, are very recent developments, and we can’t begin to imagine the creative and useful AI tools which could come next.
“There is undoubtedly a knowledge gap, particularly amongst different generations, when it comes to how to use AI, which means education is crucial to ensure smartphone users get the most out of these tools.
“Our research showed when respondents were asked what their dream AI functions would be, many asked for tools such as predictive text, helping with email responses, and spam blockers - all of which already exist.
“If you’re excited by the possibility offered by AI, keep an eye out for the latest updates. If you have an iPhone 16, iPhone 15 Pro, or Pro Max, you’ll be able to make the most of the Apple Intelligence system, which is rolling out across the UK this week. Those less focused on AI should consider other smartphone models that perhaps don’t overly focus on these cutting-edge features.
“Upcoming developments are set to make consumers’ everyday lives easier, and it’s exciting to see how far this will go - although we may be waiting a while for a tool that predicts the winning lottery numbers!”
For more expert advice on how to choose the best mobile phone for you, check Uswitch.com
For more information
Harriet Atkinson | Telecoms PR Manager
harriet.atkinson@rvu.co.uk
Twitter: @UswitchPR
About Uswitch
Uswitch is one of the UK’s top comparison websites for home services switching, including energy, broadband and mobiles.
More people go to Uswitch to find their energy, broadband and mobile deals than any other site, and we have saved consumers over £2.7 billion off their bills since we launched in September 2000.
Free mobile app Utrack also helps households manage their home energy usage and make potential savings.
Uswitch is part of RVU, a group of online brands with a mission to empower consumers to make more confident home services, insurance and financial decisions.
Notes to editors
Notes to editors
Opinium surveyed a sample of 2,000 UK adults from 29 November 2024 – 03 December 2024.
- Respondents were asked ‘To what extent do you agree or disagree with the following statements about AI on your phone? AI features can include, but are not limited to, voice assistants such as Siri, photo editors and features such as integrated ChatGPT’. 46% of respondents selected ‘I think AI phone features are over-hyped’.
- Respondents were asked ‘To what extent do you agree or disagree with the following statements about AI on your phone? AI features can include, but are not limited to, voice assistants such as Siri, photo editors and features such as integrated ChatGPT.’ 43% of respondents selected ‘I don’t trust AI phone features’.
- Respondents were asked ‘To what extent do you agree or disagree with the following statements about AI on your phone? AI features can include, but are not limited to, voice assistants such as Siri, photo editors and features such as integrated ChatGPT.’ 34% of respondents selected ‘I am ready to embrace AI phone features’.
- Respondents were asked ‘If you could have AI do any job for you on your phone, what would it be?’. Open field responses included ‘tell me what my pets are saying’ and ‘tell me where I have left lost objects’.
- Respondents were asked ‘Which, if any, of the following did you consider the most important motivator for choosing or upgrading your current smartphone? Please select one.’ 28% of respondents selected ‘Familiarity’, 21% selected ‘Battery life’ and 6% selected ‘AI features’.
- Respondents were asked ‘Which, if any, of the below AI mishaps have you experienced while using your phone? Select all that apply’. 56% of respondents selected a mishap, and 44% selected ‘None’. 27% selected ‘I have sent an incorrect predictive text message in error’ and 14% selected ‘I have had problems with a digital assistant (such as Siri or Google Assistant)’
- Respondents were asked ‘To what extent do you agree or disagree with the following statements about AI on your phone? AI features can include, but are not limited to, voice assistants such as Siri, photo editors and features such as integrated ChatGPT.’ 53% of respondents selected ‘I never use AI features on my phone’
- Respondents were asked ‘Which, if any, of the following words do you feel best describe AI features in phones? Please select all that apply’. 23% of respondents selected ‘Useful’ and 18% selected ‘Convenient’.
- Respondents were asked ‘To what extent do you agree or disagree with the following statements about AI on your phone? AI features can include, but are not limited to, voice assistants such as Siri, photo editors and features such as integrated ChatGPT. 47% respondents selected, ‘I don’t know how to use AI features on my phone’. Of respondents over the age of 55, 61% selected ‘I don’t know how to use AI features on my phone’
- Respondents were asked ‘Which, if any, AI features do you currently use on your smartphone? Please select all that apply’. 24% of respondents selected ‘Security features such as facial recognition or thumbprint scanning’ 21% selected ‘Virtual assistants such as Siri or Google Assistant’ (21%) and 18% selected ‘Photo editing’. 10% of respondents who identified as Android users and 19% of those who identified as iPhone users selected ‘Spam detection’. 17% of respondents who identified as Android users and 28% of those who identified as iPhone users selected ‘Virtual assistants such as Siri or Google Assistant’. 22% of respondents who identified as Android users and 29% of those who identified as iPhone users selected ‘Security features such as facial recognition or thumbprint scanning’.
- Respondents were asked ‘Which, if any, of these jobs would you like an AI assistant to do for you on your smartphone? Please select up to 3 answers’. Of the 51% of respondents who selected a job option, these were the most popular.
- Respondents were asked ‘How much, if anything, would you be willing to pay per month to have access to the latest AI features on your smartphone?’. The average amount was £13.70, with Android user respondents willing to pay on average £14.90 and iPhone user respondents willing to pay on average £12.20.