Public attitudes to data and AI: Tracker survey (Wave 4)
This report presents the findings of Wave 4 of the Public Attitudes to Data and AI tracker survey, conducted by Savanta on behalf of the UK’s Responsible Technology Adoption Unit. It examines public awareness, trust, and sentiment regarding data sharing and artificial intelligence across over 5,000 UK adults. The survey highlights growing public trust in data practices alongside persistent concerns about security, misinformation, and the societal impact of AI.
Summary and content fields are drawn from the document text and are pending editorial review.
Who issued it
Who it governs
Policymakers, researchers, and innovators should read this to understand public sentiment and expectations surrounding data and AI technologies.
What the document contains
The document covers public attitudes, trust levels, awareness, and usage trends regarding data sharing and artificial intelligence across the UK population. It details findings from a survey of nearly 5,000 adults, categorizing responses by demographics, trust in various data actors, familiarity with AI tools, and perceived impacts on society.
The document contains no regulatory mandates, binding rules, or technical standards for AI development and deployment. It offers descriptive research rather than prescriptive governance guidelines.
- Public trust and optimism regarding data practices continue to grow, though anxieties around data security and unauthorized sales persist.
- The NHS and academic researchers command the highest public trust for data sharing, while social media companies and the government receive lower trust levels.
- Awareness of artificial intelligence is nearly universal among the UK online population, but public sentiment remains dominated by cautious or negative associations.
- Six in ten UK adults report having used AI chatbots in the past three months, though a significant knowledge gap remains regarding how AI systems are trained.
- Public perceptions of AI's impact on society and individuals are mixed, balancing expected benefits in healthcare and climate monitoring against fears of misinformation and job displacement.
· Foreword · Research findings: View on the use of data in society · Trust in data actors and preferences for data sharing · Familiarity with AI · Use of AI chatbots and knowledge of how AI is trained · Views of the impact of AI · Insights from the digitally disengaged population · Methodology note
How it scores
Each score is backed by a quote verified against the document text. Editorial review has not yet confirmed them.
Accountability
2/5Clear responsibility for AI outcomes
However, while public attitudes regarding the value and transparency of data use are becoming more positive, concerns around accountability persist.
Executive Summary
screening score · 2026-10-23
Fairness
2/5Non-discrimination and equitable treatment
How fairly people are treated in society
VIEWS OF THE IMPACT OF AI
screening score · 2026-10-23
Human Dignity
0/5Respect for the inherent worth of persons
N/A
screening score · 2026-10-23
Human Oversight
0/5Humans remain in control of consequential decisions
N/A
screening score · 2026-10-23
Privacy
2/5Protection of personal data and private life
Anxieties are primarily rooted in data security, unauthorised sales of data, surveillance, and a lack of control over data sharing.
Executive Summary
screening score · 2026-10-23
Transparency
3/5Openness about how AI systems work and are used
However, while public attitudes regarding the value and transparency of data use are becoming more positive, concerns around accountability persist.
Executive Summary
screening score · 2026-10-23
Enforcement
0/5Consequences and compliance mechanisms with real force
N/A
screening score · 2026-10-23
Impact Assessment
0/5Required assessment of an AI system's risks/impacts before or during use
N/A
screening score · 2026-10-23