As artificial intelligence becomes a bigger part of everyday life, a new study by Vodafone has revealed that the UK might not be keeping up. Launching its first-ever AIQ quiz to mark Get Online Week – an initiative from Good Things Foundation – the company found that only 13% of Brits scored highly (80% or above), with the national average sitting at 57%.
The findings suggest a growing AI skills gap, as the UK adapts to an increasingly digital society.
What is AIQ and why it matters
Developed with Dr Nisreen Ameen, a leading AI expert from Royal Holloway, University of London, Vodafone’s quiz helps people measure their AI confidence and understanding. The results show how far the nation has to go in becoming AI-literate, as the tech rapidly reshapes the world of work, creativity, and communication.
According to the research, 19 million Brits now use AI daily – for everything from scheduling appointments (21%) and online shopping (20%) to work tasks (17%). Many are even using it for fun, asking AI for quiz clues (21%), cleaning tips (16%), and positive affirmations (14%).
While young adults aged 25–34 are leading the way (with nearly half using AI every day), older generations are proving just as curious. Over a quarter of those aged 80+ feel confident explaining AI to others, and 12% use it daily.
Bridging the digital divide
The results underline a key theme of Get Online Week – tackling digital exclusion. For people like Lin Park, 76, from North Yorkshire, learning digital skills has been life-changing:
“I didn’t know the first thing about computers or AI,” she said. “But since going to one of Good Things Foundation’s digital inclusion hubs, I’ve learned so much. I’m now using AI to write stories and create memory books for my family abroad. It’s truly helped me stay connected.”
Despite this progress, the study uncovered a lack of awareness about how AI works. Over half of respondents (56%) believed AI can “understand” things like humans do, while Gen Z were least likely to fact-check AI-generated answers.
Dr Ameen explained:
“It’s great that people are using AI, but with an average AIQ of 57%, there’s still a long way to go. AI can be an amazing tool – but it needs to be used responsibly and ethically. Education and training are key to building an AI-confident society.”
The Great British AI divide
AI confidence varies sharply across the UK. Birmingham reported the lowest AIQ (53%), while Sheffield came out on top (59%), followed by London, Edinburgh, and Southampton.
Income and education levels also play a role. Those in higher-earning jobs averaged 66% AIQ, compared to 48% for lower-income groups – reflecting unequal access to AI training.
According to Nicki Lyons, Chief Corporate Affairs and Sustainability Officer at Vodafone Three, the findings highlight the importance of inclusion:
“AI is transforming every corner of life, but without access to training, we risk widening the digital divide. That’s why we’ve launched the AIQ quiz – to help everyone understand AI and use it with confidence.”
Helping the UK get AI confident
Vodafone’s research supports Good Things Foundation’s mission to close the digital gap through initiatives like the AI Gateway – a free interactive platform helping people explore AI at their own pace.
Helen Milner OBE, CEO of Good Things Foundation, added:
“Digital confidence is essential for modern life – from managing finances to staying safe online. The AIQ quiz is a great first step for anyone who wants to understand this fast-evolving technology.”
This Get Online Week, why not test your AI knowledge? Take the Vodafone AIQ Quiz to see how you compare to the national average and access free resources to boost your digital confidence.
