This report looks at the following areas:
- Consumers’ understanding of generative AI
- Consumers’ use of generative AI tools/platforms
- Types of AI-generated content (AIGC) trusted by consumers
- Consumers’ use of and interest in generative AI features
- Generative AI features that consumers believe can enhance the shopping experience
- Consumers’ views on AIGC and AI-generated virtual humans
Chinese consumers' acceptance and use of generative AI are among the highest globally, and opportunities for the technology have emerged in adult and early years education. However, brands and app providers hoping to leverage AI-generated content still need to enhance the trustworthiness of the content. Using professional and authoritative information sources and increasing source transparency are workable approaches.
Toby Xu, Analyst, China Insights
Market Definitions
Generative AI is a technology that uses advanced algorithms and models to generate new content, data or information. Typically based on deep learning and natural language processing, this technology is capable of learning from existing data and creating outputs with a certain degree of creativity and practicality. The applications of generative AI are extensive and include text, image, audio and video generation.
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Executive summary
- Key issues covered in this Report
- Definition
- What you need to know
- The market
- Market factors
- Market highlights
- The consumer
- The use of generative AI has grown rapidly, but gen AI tools are not yet widely applied in everyday life
- Professionalism and name recognition greatly influence consumers' choice of AI platform/provider
- Graph 1: generative AI platforms/tools used, 2024
- Consumers trust AI search and summarisation capabilities but are doubtful about its emotional expression and professionalism
- Graph 2: trusted AIGC, 2024
- Information search and processing is the most popular use of generative AI
- Graph 3: use of generative AI features, 2024
- Personalised gen AI-powered recommendations and efficient search can optimise the shopping experience
- Graph 4: generative AI features that can optimise the shopping experience, 2024
- Consumers appreciate the improved experience brought by AIGC applications but remain conservative about emotional connections
- Graph 5: views on AIGC, 2024
- Issues and insights
- What we think
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The market
- Market factors
- The development of generative AI in China differs significantly from overseas
- The generative AI industry becomes a key focus of national policy support
- Multimodal AI large models enhance human-computer interaction
- The shortage of training data restricts further AI development
- Privacy and security issues escalate, the world focuses on strengthening AI regulation
- Concerns about AI's negative impact on the job market persist
- Market highlights
- The reasoning capabilities of AI large models are further enhanced
- Multimodal search capabilities may change traditional search
- Large domestic visual generation models make rapid progress
- Innovative AI products are coming in a steady stream, but the user experience still needs improvement
- Recreating historical figures with AI makes interaction more fun
- AIGC technology unleashes ordinary people's creativity
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The consumer
- Understanding and use of generative AI
- The use of generative AI has grown rapidly, but gen AI tools are not yet widely applied in everyday life
- Graph 6: understanding of generative AI, 2023 vs 2024
- Chinese consumers are at the forefront of using AI
- Graph 7: use of generative AI tools, by market, 2024
- Graph 8: agreement with the following statements about technology, by market, 2024
- Younger men are polarised on AI, and AI tools struggle to retain younger women
- Graph 9: understanding and use of generative AI among younger consumers, by gender, 2024
- Generative AI platforms/tools used
- Consumers concentrate on 1-2 generative AI tools
- Graph 10: generative AI platforms/tools used – repertoire analysis, 2024
- Professionalism and profile greatly influence consumers' choice of AI platform/provider
- Graph 11: generative AI platforms/tools used, 2024
- Trusted AIGC
- Consumers trust AI's search and summarisation capabilities but are doubtful on AI's emotional expression and professionalism
- Graph 12: trusted AIGC, 2024
- Middle- and high-income groups trust AI's efficient summarisation capabilities
- Graph 13: trusted AIGC content, by monthly household income, 2024
- Use of generative AI features
- Information search and processing is the most popular use of generative AI
- Graph 14: use of generative AI features, 2024
- Generative AI has significant market potential in the education sector
- Graph 15: interest in using generative AI features, 2024
- Graph 16: frequency of use of generative AI features, 2024
- AI chat/companionship still has opportunities, popular characters can be a starting point
- Generative AI in shopping
- Personalised gen AI-powered recommendations and efficient search can optimise the shopping experience
- Graph 17: generative AI features that can optimise the shopping experience, 2024
- Generative AI tools should focus on the pre-purchase stage, positioning as decision-making aids
- Consumers who have used generative AI shopping tools want more interactive experiences
- Graph 18: generative AI features that can optimise the shopping experience, by use of AI shopping tools (a), 2024
- Views on generative AI applications
- Consumers prefer the enhanced sensory experience brought by AIGC
- Graph 19: views on AIGC, 2024
- Consumers accept the assistance of AI virtual humans but are conservative about emotional connections
- Graph 20: views on AI-generated virtual humans, 2024
- AI-generated gaming partners may become an important part of gaming
- Graph 21: views on AI virtual companions/friends, 2024
- AI-powered children's education presents opportunities
- Graph 22: views on AI virtual humans, by age of children in household, 2024
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Issues and insights
- Generative AI has broad prospects in the education sector
- Provide personalised learning and self-improvement in adult education
- Adapt children's education to different growth stages
- Enhancing consumer trust is key to grasping opportunities in AIGC
- Enhance transparency on information sources
- Use authoritative information sources
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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