1.6 AI: Use and Attitudes

A current example of media literacy needing to be learned and re-learned continuously is AI in the context of media and information. Similar to the entrance of internet and the digitalisation of the media landscape, AI will call for development of new knowledge and new ways to approach and assess content.

According to the answers in the survey, there is a certain curiosity in all of the Nordic countries to test AI, but there is above all a great deal of hesitation towards the new technology.

Many in the Nordic countries have used an AI service in the past three months, almost half of the respondents reported to have done so (41–49 percent).

Figure 1.6.1. Use of AI service by country (percent)

It is the younger respondents in particular who have explored using AI as a tool. Having used an AI service is most frequent among 16- to 24-year-olds and decreases sharply with rising age.

Figure 1.6.2. Use of AI services by age (percent)

Areas of use

The uses of AI services are similar across the Nordic countries. However, Finnish and Icelandic respondents are slightly more likely to have used AI to test how it works, while Swedish, Norwegian, and Danish respondents more often use it for assignment writing assistance. The most common use of AI services is to find information, followed by assistance in writing assignments. From a media literacy perspective, using an AI service when searching for information raises questions regarding how the user relates to the information provided. Is it possible to identify the sources? Is it possible to and/or does the user double-check the information provided?

Younger adults, perhaps still within education, tend to more often use AI to get help writing an assignment or to get help with programming, while older adults more often use it just to test.

Figure 1.6.3. AI services, areas of use age 16+ year olds by country (percent)

Attitude towards AI

Respondents were asked to give their opinion on various statements about AI. In Norway, Denmark and Finland AI is seen as a facilitating tool to a larger extent than in Sweden and Iceland. Results show however, that there is some concern in the Nordic countries that AI is developing too fast and that it is challenging to grasp the potential consequences. There is also concern about AI’s influence on media content and respondents believe this will contribute to making it more difficult to determine what is genuine or false.

Generally, respondents are not convinced that AI services often provide accurate and trustworthy information or make a positive contribution to democracy. There seems to be a slightly more sceptical view of AI services among respondents from Sweden, Finland, and especially Iceland.

Noteworthy is, however, the large share of respondents who are unable to form an opinion about AI, about one in four in the first, more positive statements. In the last three statements, where a more problematic stance is expressed, about one in five have difficulties forming an opinion. The result displays respondent’s uncertainty around AI and its implications. Given the fact that AI is a relatively new phenomena to the general public this could be expected. The share of don’t know-replies are particularly high among Icelandic respondents. An exception in the other direction is Finland, where respondents are more prone to form an opinion (lesser share of don't know-replies).

Figure 1.6.4. Attitudes to AI 16+ year olds by country (percent)

Mean

Sweden: 3,3

Norway: 3,7

Denmark: 3,4

Finland: 3,5

Iceland: 3,3

Mean

Sweden: 3,1

Norway: 3,4

Denmark: 3,4

Finland: 3,4

Iceland: 3,1

Mean

Sweden: 2,8

Norway: 3,0

Denmark: 3,1

Finland: 2,8

Iceland: 2,7

Mean

Sweden: 2,7

Norway: 3,0

Denmark: 3,0

Finland: 2,7

Iceland: 2,6

Mean

Sweden: 3,7

Norway: 3,6

Denmark: 3,8

Finland: 3,7

Iceland: 3,7

Mean

Sweden: 3,7

Norway: 3,7

Denmark: 3,8

Finland: 3,8

Iceland: 3,7

Mean

Sweden: 3,9

Norway: 3,9

Denmark: 3,8

Finland: 3,9

Iceland: 3,9

Younger adults agree to a larger extent in that AI facilitates work for journalists and media, makes it easier to search for and find information, provide accurate and trustworthy information and makes a positive contribution to democracy. Older adults are less optimistic about AI, but more often they do not have an opinion on the matter.

Figure 1.6.5. Attitudes to AI 16+ year olds by age (percent)

Below is a series of statements about AI and information/news/media. Please indicate the extent to which you agree or disagree with each statement:

Mean

16–24 yrs: 3,4

25–34 yrs: 3,4

35–44 yrs: 3,6

45–54 yrs: 3,5

55–64 yrs: 3,5

65+: 3,4

Mean

16–24 yrs: 3,5

25–34 yrs: 3,4

35–44 yrs: 3,4

45–54 yrs: 3,3

55–64 yrs: 3,2

65+: 3,0

Mean

16–24 yrs: 3,2

25–34 yrs: 3,1

35–44 yrs: 3,0

45–54 yrs: 2,9

55–64 yrs: 2,6

65+: 2,6

Mean

16–24 yrs: 3,3

25–34 yrs: 3,1

35–44 yrs: 3,0

45–54 yrs: 2,8

55–64 yrs: 2,5

65+: 2,4

Mean

16–24 yrs: 3,6

25–34 yrs: 3,6

35–44 yrs: 3,7

45–54 yrs: 3,7

55–64 yrs: 3,8

65+: 3,9

Mean

16–24 yrs: 3,6

25–34 yrs: 3,7

35–44 yrs: 3,7

45–54 yrs: 3,8

55–64 yrs: 3,8

65+: 3,9

Mean

16–24 yrs: 3,7

25–34 yrs: 3,7

35–44 yrs: 3,8

45–54 yrs: 3,9

55–64 yrs: 4,0

65+: 4,2

Attitudes by users and non-users of AI services

Respondents who have used an AI service within the past three months generally hold a more favorable view of AI as seen in the first statements in the table below. Particularly regarding the ability to simplify search for information and news, provide accurate and trustworthy information, and have a positive impact on democracy. In contrast, those who have not used an AI service within the past three months are more likely to respond with ’don't know’ to these questions. Interestingly, the two groups share similar views on the last three statements, whether AI complicates discerning genuine information from falsehoods, the concern for its influence on media content and pace of development.

Figure 1.6.6. Attitudes to AI among users and non-users (percent)

Mean

Used AI: 3,7

Not used AI: 3,2

Mean

Used AI: 3,7

Not used AI: 2,8

Mean

Used AI: 3,3

Not used AI: 2,5

Mean

Used AI: 3,3

Not used AI: 2,3

Mean

Used AI: 3,7

Not used AI: 3,8

Mean

Used AI: 3,6

Not used AI: 3,9

Mean

Used AI: 3,7

Not used AI: 4,0

Key insights

AI use is high among the young but declines sharply with age. On average, close to half of the population have used an AI service in the last three months. Variations in age groups are large, in the youngest age group almost three out of four respondents have been using AI services, while in the oldest group it is less than one in five.
The most common use case of AI is to find information. When asked about their most recent use, the majority used an AI service in search of information. This suggests that AI, to a significant extent, is replacing older methods of searching for information. The second most common use is to get help with writing an assignment.
The majority are concerned about AI and its impact on society. Most respondents worry AI is developing too quickly, its impact on media content and that it will make it more difficult to tell genuine from false content. Only a small minority believes that AI services often provide accurate and trustworthy information, or that AI will make a positive contribution to democracy.
Younger respondents more often see both positive and negative aspects of AI. Age has little impact on the three major concerns regarding AI, but younger respondents are far more likely to agree with positive statements, such as that AI contributes positively to democracy or that AI makes it easier to find good information. Furthermore, older adults are far more likely to say that they don’t know. This proposition increases with age and in the oldest age group around two out of five answers that they have no opinion or don’t know regarding the potential positive impacts of AI.
Respondents who have used an AI service within the past three months generally hold a more favorable view of AI as a tool, e.g. for journalists or in search of information. However, both users and non-users share similar views on the statements expressing more concern, for example whether AI complicates discerning genuine information from falsehoods, the concern for its influence on media content and pace of development.