What is the University of South Carolina AI Index?
Although previous research has explored AI's impact in the private sector and some academic studies have focused on specific areas, this is the first representative survey conducted by a university across the U.S. that measures AI's impact in detail. This survey examines the influence of AI tools on the future of journalism, upcoming electoral campaigns, and younger generations' adoption of these technologies.
The full results are available upon request, and the University of South Carolina will repeat this survey biannually to provide an index on AI’s evolving impact. This survey explores the awareness, usage, and perception of artificial intelligence (AI) tools, specifically focusing on large language models (LLMs) like OpenAI's ChatGPT within the United States' communication landscape. Request full results»
Relevant Findings
- There is a generational divide in AI knowledge. 31 percent of respondents have little to no awareness of AI. Younger people (18-24) are more aware of AI tools like ChatGPT than older demographics.
- AI Usage in Professional and Academic Contexts: 38 percent of respondents use AI for work or study, with higher usage among younger people, those in the Western U.S., and higher-income groups. Major barriers to AI adoption include a lack of trust (46 percent) and insufficient skills (24 percent). Social media engagement positively correlates with AI usage, while older people and those with less education are less likely to use AI.
- AI tools are perceived to enhance productivity, and ChatGPT is by far the most well-known and widely used AI tool (compared with Google Gemini, Microsoft Copilot, or Claude).
- Significant ethical and privacy concerns exist. Only 27 percent know AI ethical guidelines and 12 percent report privacy concerns. Ethical concerns are higher among women and highly educated individuals.
- 46 percent believe AI has a positive impact on journalism, while 36 percent view it negatively, particularly due to concerns about misinformation. Trust in the press and universities correlates with positive views on AI’s role in journalism.
- 52 percent of Americans fear job losses due to AI, while 29 percent expect job transformation requiring new skills. Younger people are more optimistic about AI’s role in the job market, while older people are more skeptical.
Why is this AI Index significant?
One aspect of the study is establishing a baseline for the recognition and relevance of various AI assistants, particularly in the communication industry. The findings shed light on how these tools are currently perceived and utilized across professional fields.
The university plans to continuously measure these perceptions over time, identifying trends and shifts in public attitudes toward AI, as well as emerging fears regarding job automation.
More about the method
In July 2024, The University of South Carolina conducted a large survey testing perceptions of AI usage in different contexts (1,061 respondents, CAWI method, via Qualtrics platform). This survey was designed by a team of experts led by Dan Sultanescu, Ph.D., USC visiting Fulbright Scholar, and Linwan Wu, Ph.D., associate dean for research at the College of Information and Communications. Contributions were made by Randy Covington, Dana Sultanescu, Ph.D., and Andreea Stancea, Ph.D.
Next steps
In addition to surveys, the university will employ alternative research methods, through its Social Media Insights Lab, such as analyzing AI’s dominance in online conversations, to offer comprehensive data to the media and academic researchers.
For more information about the AI Index
Contact: Linwan Wu at linwanwu@mailbox.sc.edu.