People are increasingly choosing to limit or reject the use of AI tools, according to a new report published today by the Digital Futures Institute at King's College London and Responsible AI UK.
People need meaningful ways to consent to the use of AI, namely the ability to choose when it is applied, how it interacts with them, and how they can opt out where it matters.
Professor Kate Devlin, Chair-Director of the Digital Futures Institute at King's College London
The AI: the growing UK pushback report reveals 42% of individuals deliberately limit the amount of AI they use, largely due to privacy and security concerns, including some of those who are positive about AI.
The report, which surveyed 2055 adults living in the UK by Deltapoll in June 2026, also shows that 70% think it would be difficult or impossible for them to avoid being exposed to AI even if they wanted to, raising questions about how people can meaningfully consent to the use of AI.
Other key findings from the report:
- People are becoming more cautious and negative about AI. Between October 2023* and June 2026, the share of UK adults who think AI has more risks than benefits has risen from 48% to 52%, while those who see more benefits than risks has fallen from 38% to 34%.
- While people are actively choosing to limit their use of AI tools, access to and awareness of AI do not automatically translate into regular use. When people choose not to use AI, it isn't because they lack the skills.
- The most common reason chosen for limiting use is concern about data privacy, security and compliance (29%), and the second most common reason is a preference to keep doing work the way it is currently done (22%).
- Gen Z are more likely to use AI regularly than Millennials and Boomers, but they also feel AI has more risks than benefits and are more likely to limit their use of it. When asked to choose words to describe how they feel about AI, Millennials and Gen Z express themselves as 'confident' and 'excited', but Boomers are more likely to feel 'angry' and 'nervous'.
- When asked to rate their feelings about public figures, places and groups, people were more positive about the NHS (63%) and wind turbines (51%) than they were about AI (29%).
Professor Kate Devlin, Chair-Director of the Digital Futures Institute at King's College London, co-investigator on the RAi UK programme and co-author said: "Anti-AI sentiment seems to be on the rise, and we have been exploring people's attitudes towards the technology. People need meaningful ways to consent to the use of AI, namely the ability to choose when it is applied, how it interacts with them, and how they can opt out where it matters.
"Employers and tech companies should be mindful that people are anxious about using AI tools, because they are worried it may compromise security and privacy. Our findings also show public attitudes are not split between a clear 'pro' and 'anti' AI. Many individuals hold both opinions at once. People acknowledge potential uses and benefits while simultaneously worrying about possible downsides."
Professor Jack Stilgoe, Professor of Science and Technology Policy at UCL, Deputy Chair for Ecosystem Co-ordination Pillar at RAi UK and co-author stated: "The companies selling us new technology often assume that people most familiar with it will like it most.
"Our findings show that this isn't true. People are becoming more concerned about AI over time, and even the people who use it most are ambivalent."
The full report can be read here.
