Impact of Artificial Intelligence on the Consumer Journey

2026-11-03

To better understand Consumers' understanding and experiences of AI tools, specifically related to their consumer journey in Telecoms markets. We also want to understand how these are evolving over time.1. To explore consumers' understanding and experiences of AI tools across the consumer journey for telecoms services, encompassing broadband, mobile, landline, and bundles of these services and others, as distinct different categories. An important aspect for us to understand is if there are any service-specific differences to consumers' attitudes, awareness, and usage.2. We are interested in both residential and SMEs' (defined as businesses with up to 249 employees) understanding, attitudes and experiences of AI tools in their consumer journeys, particularly how they differ from each other.3. To provide context and depth to our findings, we want to compare participants' experiences of AI tools in telecoms with other sectors, particularly regulated sectors such as finance, utilities etc. This will help us to understand whether attitudes and expectations are shaped by broader experiences or if some aspects are unique to the telecoms markets.4. To understand how experiences and perceptions are evolving over time, how their experiences of AI tools have developed recently, how they think AI is likely to develop in the next 12 months and what developments they would like to see that could improve the consumer journey in telecoms markets.

United Kingdom (UK)

2026-03-13