The UK city that's the most 'savvy' with AI - and the questions Brits keep asking it

The UK city that uses AI "the best" has been revealed by Vodafone as part of the company's new "AIQ" quiz and research. Vodafone partnered with the Good Things Foundation and Dr Nisreen Ameen, a leading AI expert from Royal Holloway University of London, to assess people's confidence and understanding of AI.

The study, carried out on 2,000 UK respondents by Censuwide between October 14 and 15 found that more than a third of Brits use AI in their everyday lives, and what sort of things they find it useful for. It was also able to identify which city is the most 'AI-savvy' - or with the highest "AIQ".

Dr Nisreen Ameen, Director of the Digital Organisation and Society (DOS) Research Centre, Royal Holloway, University of London, said: "It's great to see that more people are using AI in their day-to-day lives, but an average AIQ of 57% shows there's a way to go before people feel fully confident and AI literate.

"AI can offer great support in day-to-day tasks, but it can be wrong, it needs to be fact-checked, and people need to understand how and why it works to ensure they are using it ethically and responsibly."

According to the findings, many Brits use AI to schedule appointments, help with shopping, and support them with work. Interestingly, people also use it to help with quiz clues, provide cleaning tips, and give them positive affirmations.

The data also revealed the AI divide across the country, and according to experts, Sheffield tops the national average with an AIQ score of 59%.

London, Edinburgh, and Southampton all followed closely behind with a score of 58%, while Birmingham was reported to have the lowest AIQ score of 53%.

With more than nine million people across the UK having never used AI, a further 27% admitting they know very little about the tech, and 10% saying they know nothing at all, experts warn that the gaps in AI confidence and understanding deepen the digital divide across the country.

They also say that proficiency in AI is not just an advantage but also a necessity for professional and social inclusion.

Nicki Lyons, Chief Corporate Affairs and Sustainability Officer, VodafoneThree, said: "AI is transforming every corner of life, but even the most tech-savvy are still grappling with how to use it in the right way. Without widespread access to training and support, we're at risk of a worsening digital divide, especially for those already facing barriers to getting online."

Helping with quiz clues (21%)

Helping diagnose/check a health concern or symptom (18%)

Choosing next holiday destination (17%)

Cleaning tips (16%)

Giving positive affirmations (14%)

Writing a birthday card (12%)

Planning social events (12%)

Writing a witty comeback for a group chat (11%)

Planning outfit choices (10%)

As a therapist / for emotional support (9%)