Friday, June 9, 2023

Metaverse, cryptocurrencies, AI… Which technology do Spaniards trust the most?

Almost eight in 10 (78%) have positive expectations about the impact of Spain new technologies They will, in their lives, be far above those who do not understand their scope (10.7%) or who feel indifference (7.3%), fear or rejection (4%).

they are the conclusions of reports Feel It: An I Evercom Study of Technological Perception Prepared by communications and marketing agency in collaboration with Appinio.


The study analyzed the impact of four new technologies with the greatest disruptive potential in the short and medium term and most present in the media today: intelligence Synthetic (AI), Metaverse, Cryptocurrencies and Big Data Analytics.

The techniques analyzed clearly generate more positive expectations among the Spaniards. i a is the only one that generates emotions and positive expectations in more than half of Spaniards (66%) metaverse (49.7%), analysis of big Data (45%) or cryptocurrency (39.5%), the latter are the ones that cause the most fear or disapproval (15%).

AI is the only technology that generates positive feelings and expectations

As for which technologies will have the most positive impact, 56.5% pointed to AI, followed by cryptocurrencies (16%), the metaverse (13%) and big data analytics (6.7%); 7.8% believe that none will have a positive impact. it is striking that cryptocurrencyBeing the new technology that causes the most fear or disapproval, it is the second option in this ranking, which can be explained by the enthusiasm of the people who support it.


Destruction or uncertainty of what the Spaniards are most concerned about due to new technologies employment (30.8%), the dehumanization generated in society and loss of privacy (both in equal measure, 28.3%) or inequality (12%), as well as, in a minority (0.5%), other aspects (abuse of technology or global warming, among others).

The study also analyzes the impact of new technologies human connection and communication, both on a personal and work level.

The most worrying aspect is the destruction or uncertainty of employment due to new technologies.

47% believe it is negative, complicating relationships or turning away its users, while 29.1% rated it positively and 23.8% neutral.

On the other hand, with respect to the youngest age and impact on future generations, the balance is slightly higher. optimistic How pessimistic: 43.1% believe it is very positive or positive, facilitating their lives or presenting them with new opportunities, while 41.6% believe it is very negative, creating problems for which They are not ready.


big tech, like Google, Amazon, Microsoft hey AppleIn general, they have maintained the perception of Spaniards (46.2%) in recent years; It improved in 36.2% of cases, almost twice as many as those indicating it got worse (17.7%).

When asked about the aspects of most concern about these companies, the distribution is relatively even, with the impact of confidentiality number of users the main one (24.3%), followed by power and accumulated size (22.3%), dependency Issues related to lack of employment (21.3%), business practices harmful to the user, such as planned obsolescence (16.5%) or negative impact on mental health or digital disconnection (15.7%).

artificial intelligence

AI is the new technology that Spaniards consider more realistic, given that in their opinion (56.5%) they have met or will meet in the near future, as opposed to cryptocurrencyWhich is the new technology whose expectations are considered more exaggerated, with more marketing and promises than reality for 35% of Spaniards.

At a general level, 56.5% of Spaniards believe that new technologies, in general, are realistic in terms of the expectations generated around them; 32.2% feel overwhelmed or unable to assess whether these expectations are realistic. Only 10.3% believe they are exaggerating.

Business men

The emotions that entrepreneurs feel about new technology information are more positive compared to the rest of society. In any case, for all the technologies analyzed, the percentage of entrepreneurs who state that they have positive expectations is less than 50%. The new technology that generates the biggest rejection among this group is cryptocurrencies without reaching 10%.

There is an atmosphere of mistrust and fear in the face of innovation, largely driven by frustrated expectations of the metaverse.ander serranoDircom B2B and Evercom

With regard to the aspects that concern businessmen the most, there are two major ones: the high cost of construction projects, digitization in their organizations and the dehumanization of the work environment (both, 23.1%), followed very closely at a distance by the dependency generated by large technology providers (19.5%) and the impact on the workforce, addressing potential layoffs due to the impact of automation (15.5%), wage inflation and the battle to retain and attract talent (12%) and disruption to business (6.8%).

has an atmosphere of Doubt and fear in the face of novelty, largely driven by the metaverse’s frustrated expectations after the remnants left behind by meta,” explains ander serrano, Director of B2B Communications at Evercom. « In response to misinformation and noise, companies and administrations have a challenge to make visible the benefits of these new technologies. Administrations must be educated to promote responsible, informed and conscious use. Companies must train and drive their adoption as a competitive key.”

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