AI is not a top concern for consumers looking to buy a new tech product – in fact, a recent survey found that AI capabilities rank last as a priority.

64% of consumers said that they did not care if something they are buying is AI or AI-enabled.

The stat appears antithetical when looking at investment portfolios, company strategies, and even new products, which would all suggest AI capabilities are key to meeting consumer demand.

And, while AI is driving success for applications, integrating AI into actual tech products is not a top priority for consumers, who were found to be more concerned with the product manufacturer, product price, and operating system.

This was found in a new survey conducted by Future, titled Demystifying AI, which asked a range of consumers in the US about their overall perceptions on AI, and how the emerging technology might influence their purchasing habits.

While AI was not found to influence buying habits, that is not to say AI was negatively viewed by consumers.

The report found that for most, AI was viewed as “interesting, futuristic, and cool,” despite some showing concerns for AI.

However, many did recognise that AI comes with a higher price tag, with about one in four (24%) associating AI products with the word “expensive.”

The same amount of respondents showing concerns about the AI price tag were also worried about the potential downsides of AI, such as data privacy.

Still, many respondents said that they would be more likely to purchase products that were marketed as “AI-enabled” (52.9%), with the figure rising to 61% for millennials and Gen-Zers.

However, 18.5% said that they still did not even know what AI-enabled means, highlighting a disconnect between the tech world’s buzz worlds and everyday consumer concerns and needs.

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This plays into the overall mixed perceptions around AI – while some are positive, and some are concerned, around 38% of respondents admitted that they don’t really understand what the term AI means, or what AI is.

While this represents over a third of respondents, a larger proportion (45%) think that AI is currently improving their lives, while only 12% think AI is either slightly or drastically detrimental to their everyday lives.

Even with this optimism, consumers appear cautious – 70% agree that AI has the potential to harm society if it is not properly regulated.

And consumers are also taking note of the inescapable nature of the AI boom in tech, with 58% saying that tech companies need to be working on AI to stay relevant in today’s climate.