Almost half of Brits say smartphone AI is “overhyped”

While a third (34 per cent) of Brits are ready to embrace new smartphone AI features, over half (53 per cent) say they never use artificial intelligence functions on their phone, 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 per cent) of Brits confess they consider smartphone AI tools to be ‘overhyped’. However nearly a quarter (23 per cent) agree that they are already useful, and 18 per cent find them convenient.

Only one in 20 (6 per cent) say AI capabilities were the most important factor when upgrading a phone, with the majority of Brits considering brand familiarity (28 per cent) and battery life (21 per cent) as the key deciders.

Almost half (47 per cent) claim not to know how to use AI features on their phone, rising to 61 per cent of those aged 55 and older.

Active AI users say they primarily use security features such as facial recognition (24 per cent) and virtual assistants (21 per cent), with 18 per cent using them for photo editing.

Android users are more likely to use spam or scam detection than Apple users (29 per cent vs. 22 per cent), while Apple users favour features such as virtual assistants (28 per cent vs. 17 per cent) and security features such as thumbprint scanning (19 per cent vs. 10 per cent).

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 per cent), including being caught out by predictive text (27 per cent) or problems with Siri (14 per cent).

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 per cent more than Apple users to be able to do so.

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!”