A new «ai‑dentities» study by the University of Zurich, which was conducted independently and supported by Sunrise, examines how people in German- and French-speaking Switzerland perceive and use generative artificial intelligence.
According to Sandra Cortesi, lead author of the study and a researcher at the University of Zurich and Assistant Professor for Participation and Diversity in Digital Societies at the Technical University of Munich, the findings challenge common assumptions about attitudes towards AI. «In public debate, it's often assumed that there is a divide between AI enthusiasts and sceptics. Our data tells a different story: most people feel both concern and enthusiasm,» says Cortesi. «This ambivalence is not confusion; it reflects a thoughtful engagement with a technology that does indeed present both opportunities and risks. Young people are increasingly incorporating generative AI into their daily lives. Whether they possess the necessary skills remains to be seen - which makes it all the more important for society and institutions to step up: through education, clear guidelines, and the active involvement of young people in shaping the technologies that will define their present and future.»
A key feature of the study is the qualitative analysis of the metaphors people use to describe AI – from «gingerbread: delicious, but sticky» to «Formula 1: the car can do an awful lot – but it needs a driver» or «a Lego – because it encourages playing» These metaphors illustrate just how strongly social and political concerns shape the public’s understanding of AI – often going beyond what standardised opinion surveys capture.
The «ai‑dentities» study examines how people in Switzerland encounter, understand and use generative AI in their everyday lives. It is based on a nationally weighted survey of 1,000 people aged between 15 and 79. The results now published form part of the long-term research project «ai‑dentities».
An in-depth analysis, incorporating additional data and further interpretation, will be presented in Q3 2026. Further information on the study and upcoming publications is available at www.aidentities.ch.
