May 15, 2023
Artificial intelligence (AI) is becoming increasingly common in everyday life, whether it be through social media, communications, healthcare, transportation, or other applications. In this context, we sought to better understand Canadians’ awareness and usage of AI generally, as well as their familiarity with one specific AI tool – ChatGPT.
Our results show that six in ten Canadians (61%) reportedly have some familiarity with artificial intelligence. While awareness levels are generally consistent across the country, Quebec residents express lower levels of familiarity than those in other provinces. Familiarity with AI decreases notably with age and is highest among those aged 18-24yrs.
Despite this general level of familiarity, most Canadians are unaware if they have been in contact with, or used an AI application. Only four in ten (38%) report they have personally been in contact with or used an AI application, while four in ten reportedly have not, and two in ten are unsure about any previous experience with an AI platform or tool.
“These findings suggest a disconnect between what the public understands about AI and what is actually the case,” said Margaret Brigley, CEO of Narrative Research. “AI is already well entrenched in our daily lives and is regularly having an impact on our choices in one way or another, whether it be through our online purchases, navigation tools, social media usage, watching movies or shows on a streaming service, interacting with virtual assistants such as Siri or Alexa, or listening to songs on our favourite music streaming services.”
In recent months, an AI-powered language processing tool or ‘chatbot’ called ChatGPT was introduced, which can answer questions and assist with tasks such as emails, essays and code. In a matter of months, it is already being used by hundreds of millions of users.
Six in ten (62%) Canadians reportedly have heard of ChatGPT, and among those who have heard of the application, one-third (36%) have used it. Awareness of ChatGPT is highest among younger Canadians, men, and those with higher household incomes. Across regions, Canadians from the Prairies and Atlantic Canada are less likely to be aware of ChatGPT. However, perhaps the most crucial finding is that young Canadians aged 18-24 years, are notably more likely to report an awareness of ChatGPT and are nearly almost four times as likely as older Canadians to have personally used the AI-powered tool.
“Seven in ten Canadians aged 18-24 who are aware of ChatGPT have used the app, and that will likely mean challenges ahead for academic institutions,” added Brigley.
Results are from a survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted online between April 19th and April 22nd with 1,232 Canadians, 18 years of age or older from the Logit Group’s Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution. As a non-probability sample a margin of error is not applied.
The questions asked were:
How familiar are you with ‘artificial intelligence’, or AI?
– Extremely familiar
– Familiar
– Not very familiar
– Not at all familiar
To the best of your knowledge, have you personally been in contact with or used an AI application?
– Yes
– No
– Unsure
Have you ever heard of ChatGPT?
– Yes
– No
If yes, have you ever used ChatGPT?
– Yes
For more information, please contact:
Margaret Brigley, CEO & Partner, Narrative Research – 902.493-3830, mbrigley@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Halifax. The company is certified as a Women Business Enterprise (WBE). As a non-partisan, 100% Canadian-owned research company, Narrative Research provides clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
Follow us on Twitter at @EveryNarrative and @LogitGroup
