Generative AI: Ireland's Digital Consumer Trends in 2025
Generative AI (GenAI) is rapidly evolving from an emerging technology to a mainstream tool, presenting both opportunities and challenges for businesses in Ireland. A recent Deloitte Ireland study dives deep into digital consumer trends surrounding GenAI, revealing crucial insights for business leaders looking to integrate this technology effectively. This blog post will summarise the key findings of the report, highlighting the current state of GenAI adoption, the factors influencing its usage, and strategic recommendations for employers to maximise its potential.
The GenAI Landscape: Hype vs. Reality
The report confirms a high level of initial interest and experimentation with GenAI among Irish consumers. Many individuals are curious and eager to try these new tools. However, sustained engagement remains limited, suggesting a "hype" cycle where initial excitement wanes over time. This pattern highlights the need for organisations to move beyond the initial buzz and focus on strategies that drive long-term adoption and value creation.
One of the primary reasons for infrequent GenAI usage is a lack of understanding of how to effectively utilise the tools. Around 24% of respondents cited this as a barrier, while 18% were dissatisfied with the quality of the generated outputs. Another 18% simply forget to incorporate these tools into their regular workflows. These findings underscore the importance of providing comprehensive training and support to help users overcome the initial learning curve and integrate GenAI into their daily tasks.
Generational and Gender Dynamics
The study reveals significant differences in GenAI awareness and usage across different age groups. As expected with most advanced technologies, younger individuals (18-24) are the early adopters, exhibiting higher awareness and usage rates. However, among the working cohorts (25-64), there is a steady decline in awareness and usage. This generational gap has important implications for talent strategy. Employers need to recognise that their younger employees are already familiar with GenAI and may expect opportunities to use it in the workplace.
Gender differences also play a role. While 80% of men are aware of GenAI compared to 64% of women, the actual usage rates are similar between genders (64% male, 67% female). Despite similar usage rates, women may require more transitional support and training, as they are often in occupations more exposed to the impacts of GenAI.
Adoption is up compared to last year, with almost half of adults in Ireland who have used a GenAI tool. However, over a fourth have not heard of it.
Addressing Concerns and Building Trust
Concerns about the perceived ease of use and satisfaction with the outcomes are significant barriers to GenAI adoption. Users may feel that the tools don't seamlessly integrate into their existing processes or consistently provide valuable results. Additionally, worries about data privacy and potential copyright infringement contribute to hesitancy, with approximately 17% of respondents expressing these concerns.
To address these challenges, organisations should prioritise providing more comprehensive training and support. Encouraging feedback-driven integrations will help ensure that AI outputs meet user needs and expectations. Transparency and clear communication about data privacy and ethical considerations are also crucial for building trust and encouraging wider adoption.
The Employer's Imperative: Investment and InitiativesThe report emphasises that Irish employees are ahead of their employers in terms of GenAI adoption. They are eager to take advantage of these tools, but employers need to provide the necessary support and resources to facilitate organisational change. Failing to react to the increasing usage of GenAI poses a risk, as users may have misguided perceptions about the accuracy (34%) and unbiased nature (28%) of the outputs.
Employers must invest in initiatives that promote GenAI fluency and integration. Hackathons, AI fluency training, and supportive policies are essential for enabling employees to leverage these new tools effectively. Openness and transparency regarding successful use cases can also inspire and encourage broader adoption across the organisation.
Strategic Recommendations for Employers
Based on the findings of the Deloitte Ireland study, here are some strategic recommendations for employers looking to effectively integrate GenAI into their organisations:
- Tailored Training Programs: Develop training programs that cater to different age groups and skill levels. Focus on practical applications and real-world use cases to help employees understand how GenAI can benefit their specific roles.
- Address Gender Disparities: Provide targeted support and training for women, particularly those in occupations highly exposed to GenAI. Ensure that resources are accessible and inclusive, promoting equal opportunities for all employees.
- Feedback-Driven Integration: Encourage users to provide feedback on AI outputs and use this feedback to improve the tools and algorithms. This iterative approach will help ensure that GenAI solutions meet user needs and deliver consistent value.
- Transparency and Ethical Considerations: Be transparent about how GenAI tools are being used and address any concerns about data privacy and copyright infringement. Develop clear ethical guidelines to ensure responsible and ethical use of AI within the organisation.
- Promote Successful Use Cases: Share success stories and case studies that highlight the benefits of GenAI adoption. This can help inspire and encourage other employees to explore and experiment with these tools.
- Invest in Infrastructure and Resources: Provide the necessary infrastructure and resources to support GenAI adoption, including access to advanced AI tools, computing power, and data storage.
- Foster a Culture of Innovation: Create a culture that encourages experimentation and innovation with GenAI. Encourage employees to explore new ways of using these tools and reward those who come up with innovative solutions.
- Develop Supportive Policies: Implement policies that support the responsible and ethical use of GenAI. These policies should address issues such as data privacy, intellectual property, and bias mitigation.
The Future of Work with GenAI
The Deloitte Ireland study underscores the transformative potential of GenAI in the workplace. By proactively addressing the challenges and implementing strategic initiatives, employers can harness the power of GenAI to improve productivity, enhance decision-making, and drive innovation.
However, it's important to remember that GenAI is not a replacement for human intelligence. Instead, it's a tool that can augment human capabilities and enable employees to focus on more strategic and creative tasks.
The future of work will be shaped by the collaboration between humans and AI. Organisations that embrace this collaboration and invest in their employees' AI fluency will be best positioned to thrive in the age of GenAI.
In conclusion, the key to successfully integrating GenAI lies in understanding the nuances of its adoption, addressing user concerns, and investing in comprehensive training and support. By taking these steps, Irish businesses can unlock the full potential of GenAI and create a more innovative, productive, and competitive workforce.
