ChatGPT, the chatbot from OpenAI, has been keeping companies, the media, politicians and, of course, consumers and customers busy since the end of 2022. You can read more about the introduction of ChatGPT here.

If you follow the media reports, the topic of data protection and the fact that OpenAI is based in the USA seems to be a recurring theme. Many companies are therefore reluctant to use GPT technology for their customer dialogs. The lighthouse project of Helvetia Insurance Switzerland, which has integrated ChatGPT into its chat service as part of an experiment, is so far the only known project where GPT is used for customer dialogs.

But what do consumers and customers actually think about the new chatbot? What potential and risks do they see and how critically do users view the issue of data protection?

I answered these and other questions in a survey of 89 people from Switzerland, Austria and Germany.

The clear majority have already used ChatGPT

The first question is, of course, how long consumers have been aware of OpenAI’s new chatbot and whether they have all used it.

The majority of respondents (55%) stated that they first heard about the new chat service from the USA at the end of 2022. As many as 17% have followed the topic so actively that they even claim to have heard the first rumors about ChatGPT as early as mid-2022. A further 17% did not really notice the chatbot until the beginning of 2023. The rest either can’t remember or have only recently become aware of the issue.

It is interesting to note that only 5% of respondents have never tested ChatGPT. Everyone else has used the bot at least once.

Reasons for non-use are either no interest or no time. Fear of data protection was not mentioned as an obstacle. Two thirds of those who have never used ChatGPT before also state that they will test the bot after taking part in this survey.

The majority of consumers use ChatGPT regularly

The majority of consumers who have used ChatGPT at least once are listed below. 37% even use the chatbot almost daily. The majority (45%) state that although they use ChatGPT very regularly, they do not use it every day. 8% use the bot very little so far, but want to change this in the future. The rest stated that they had only used ChatGPT once purely out of interest, but did not intend to use it again.

Generate texts and increase efficiency – that’s what ChatGPT can do

The participants were also asked what they use ChatGPT for. At 37%, generating texts is one of the most common applications used by users. Followed by general questions asked of the bot (28%). As many as 14% use the bot purely for fun and do not pursue any specific use cases.

It is therefore not surprising that 21% stated that they use ChatGPT more out of interest in the technology than to pursue specific use cases. However, the majority (58%) cite increased efficiency as the biggest reason why they use ChatGPT. 16% admit that ChatGPT can perform certain tasks better than they can themselves.

Incidentally, 67% of those surveyed use ChatGPT both professionally and privately. 18% only use the chat service professionally and the rest use the bot purely for private purposes.

Data protection is discussed more than it is a real problem

The following is about data storage and data protection.

In general, it is very noticeable that the majority of users do not welcome the fact that OpenAI is in the USA and that the data therefore also passes through the USA, but this only prevents very few people from using ChatGPT. On the contrary, most of them state that the location of OpenAI is of secondary importance if the bot solves their queries and they gain an increase in efficiency as a result. Media concerns, such as those raised by the ban on ChatGPT in Italy, for example, do not reflect the feelings of general consumers at the moment. At least not those who were already using the bot.

Incidentally, a slight majority of 52% state that they have not yet dealt with the topic of data protection in connection with ChatGPT, but are still planning to do so. Only 8% of respondents have already dealt with data protection in detail. 35% have at least superficially dealt with data protection in relation to ChatGPT.

When it comes to copyright, the numbers of those who have dealt with it are even slightly lower. Only 27% have dealt with it superficially, 49% still want to do so and 14% even state that they are not interested.

According to consumers, companies should become bolder

As mentioned in detail, only very few companies dare to use ChatGPT in their customer communication. From the customer’s point of view, however, this seems to be unnecessary caution. The majority clearly agree that they welcome companies familiarizing themselves with the new technologies and also using them. Only 1% of respondents explicitly state that they do not want companies to use ChatGPT. Of course, everyone also agrees that companies that use ChatGPT in customer communication should clearly indicate this.

GPT applications mainly for general requests

The survey participants were also asked in which industries and for which use cases they would most likely use ChatGPT as a customer.

According to the respondents, industries that work with less sensitive data are much better suited than companies that use more confidential customer data. The most frequently mentioned sectors include tourism, retail and public transport. Banks and insurance companies tend to be in the middle of the field. The health sector is even weaker.

The question of use cases is similar to that of classic chatbot use cases. General requests also seem to be best suited for ChatGPT. Followed by consulting and after-sales. It is interesting to note that very little mention was made of changing personal data. If you compare this with other studies on the use of chatbots, this figure is significantly lower. On the other hand, ChatGPT has a higher number of purchases than other chatbot studies.

Data protection yes, but don’t overdo it

The last part of the questionnaire dealt with the data protection of GPT applications and less with the general data protection of ChatGPT. It is therefore primarily about companies that integrate GPT into their services.

It is clear that consumers want brief information on data protection (73%). However, the emphasis here is on a short, general explanation or informational text. Only 14% state that they would only use a GPT application if everything is really described in detail.

Data protection may seem important to consumers, but quick and easy use is the main priority.

To the participants of the ChatGPT consumer survey

The gender of the survey participants was very balanced. 53% were male, the rest female. Almost all age groups were also represented, with the majority of respondents aged between 31 and 50. A good half of the respondents have a Master’s degree. In terms of the sectors in which the respondents work, the picture is very broad, with almost all sectors represented. The survey took place online in mid-April 2023.

Conclusion

The survey of 89 consumers from Switzerland, Germany and Austria reveals some new insights into customer attitudes towards OpenAI’s chat services.

The following 3 points are particularly surprising and should definitely be taken into account by companies, politicians and the media in the future.

• Consumers are much less worried about data protection and the like than the media is currently making them out to be.
• Customers would greatly appreciate the use of ChatGPT or GPT by companies, especially for general inquiries and initial consultations.
• Almost everyone uses ChatGPT, mostly to increase efficiency and generate texts. The location of OpenAI in the USA is of secondary importance.

If you have any further questions about this survey, please feel free to contact me at any time. By WhatsApp message or by e-mail.