A new survey commissioned by Samsung Electronics reveals that widespread privacy concerns across Europe may pose a significant barrier to the mainstream adoption of artificial intelligence (AI) technologies in everyday household devices.
According to the study, nearly 90% of European respondents expressed concerns about data privacy, with many stating they would be more open to embracing AI-powered tools if they were confident their personal information was secure. The research, which surveyed over 8,000 individuals across eight European countries, suggests that data security and transparency remain top priorities for consumers—even as tech companies push to integrate AI deeper into homes and daily routines.
The findings come amid a surge in AI integration across consumer electronics, such as Apple’s recent announcement of AI-powered health tracking features for its smartwatches. Yet despite the innovation, Samsung’s data shows that uncertainty around data collection and usage is eroding public trust.
Beyond privacy, understanding the practical benefits of AI is another key factor influencing adoption. Around 62% of respondents said they would be more willing to use AI if they had a better grasp of how it could enhance their lifestyle.
One of the most significant issues highlighted by the research is digital stress. Three-quarters of those surveyed said that managing their personal data is a source of anxiety. Spain reported the highest levels of stress at 88%, followed by Greece at 87%, and France and Italy at 75% each.
While consumers are generally vigilant about smartphone privacy—nearly half said they think about it daily—the survey uncovered a stark contrast when it comes to other smart home devices. More than a third of respondents admitted they had never considered the privacy risks of appliances such as smart fridges or robotic vacuum cleaners.
These concerns are having a real impact on user behaviour. Eighteen percent of participants said fears over data security are preventing them from connecting their smart devices, a factor that limits the potential for a seamless AI-powered home experience.
“This research highlights a growing trend: while consumers are proactive about managing privacy on their smartphones, they’re often overlooking the broader ecosystem of connected devices,” said Dr. Seungwon Shin, Corporate EVP and Head of the Security Team at Samsung Electronics.
He added, “It also reflects a hesitation to fully embrace AI-powered experiences, largely driven by uncertainty around data use.”
The survey findings underscore a critical challenge for the tech industry: building consumer trust in AI systems will be just as important as delivering technological breakthroughs.