Daehong Communications said on the 22nd that it jointly developed the AI consumer wellness index (AIWI), Korea's first integrated measure of consumers' acceptance of artificial intelligence (AI) technology and life satisfaction, with the Retail Innovation Center affiliated with the College of Human Ecology at Seoul National University, and published a related report.
The report includes the diagnosis results of the "AI consumer wellness index," as well as the findings of a consumer survey on perceptions of AI technology covering 18 industries and more than 100 brands. Daehong Communications analyzed indicators such as consumers' intentions and purposes for using AI and how AI use affects qualitative aspects of life.
The AI consumer wellness index for Koreans was 62.8 out of 100. Those in their teens and 20s had low expectations for benefits and a sense of efficacy from AI adoption, while those in their 40s to 60s evaluated the adoption of the technology itself positively.
Teenagers showed low positive emotions and high negative emotions toward AI, while those in their 60s showed high positive emotions and low negative emotions. The difference is interpreted as stemming from younger generations accepting AI as an extension of existing digital infrastructure, while middle-aged and older generations perceive AI technology itself as an innovation.
For those in their teens and 20s, approaches that emphasize differentiated experiences, emotional satisfaction, and personalized value offered by AI are effective, whereas for those in their 40s to 60s, messages centered on the technology's innovativeness, future orientation, and reliability are likely to be persuasive.
The report also analyzed gaps between key brand awareness by industry and the level of AI adoption perceived by consumers. By sector, household and kitchen appliances (73.3) and platform-based education brands (72.1) were evaluated as having implemented AI well. Large supermarkets (55.0) and convenience stores (51.9), which have many offline touchpoints, were relatively lower.
While brand-by-brand perceptions of AI technology did not differ greatly, the analysis finds that brands perceived as having implemented AI well can seize an opportunity to shift their image to "brands with future competitiveness," regardless of the existing market structure.
Chief Executive Kim Deok-hee of Daehong Communications said, "Brands need strategies based on consumers' trust in and acceptance of AI through objective indicators," adding, "Now, when perceptions of AI technology among brands are not distinct, is the opportunity to establish themselves as innovative AI-leading corporations through strategic marketing communications."
Dean Lee Yu-ri of the College of Human Ecology at Seoul National University noted, "Because this index measures trust, efficacy, and perceived levels of AI across industries, generations, and regions in a multidimensional way, we expect it to be used as a basis for policy making," and added, "We plan to continuously expand cooperation between industry and academia going forward."