A large-scale study of more than 10,000 Americans finds that wealthier and more educated people are significantly more aware of and likely to use artificial intelligence — a gap researchers warn could deepen existing social inequalities.
Artificial intelligence is reshaping how people search for jobs, consume entertainment and navigate daily life — but a sweeping new study suggests that not everyone is equally equipped to recognize or benefit from that shift. Researchers at Hong Kong Baptist University found that Americans with higher incomes and more education are far more likely to be aware of, familiar with and actively using AI technologies than their lower-socioeconomic-status peers.
The study, published in the journal Information, Communication & Technology, analyzed survey data from 10,087 U.S. adults collected by the Pew Research Center’s nationally representative American Trends Panel. It represents one of the most comprehensive looks yet at how socioeconomic status shapes engagement with AI in everyday life.
A New Kind of Digital Divide
Researchers have long tracked “digital inequality” — the gap between those with access to technology and those without. But lead author Sai Wang, a research assistant professor in the Department of Interactive Media at Hong Kong Baptist University, argues that AI is producing a fundamentally different and more insidious form of that divide, one rooted not just in access but in awareness.
“Traditional digital inequalities focus on access, skills/use, and outcomes — all of which tend to presume users are consciously engaging with technology,” Wang said in a news release.
The problem with AI, Wang explains, is that much of it operates invisibly. Recommendation engines on Netflix and Spotify, algorithmic social media feeds, automated customer service tools — all of these are AI-powered, yet many users never register them as such.
“However, AI is often built into everyday apps and platforms in ways users do not realize; many people interact with AI, such as through social media feeds or streaming recommendations, without knowing it,” Wang added.
That invisibility matters because people cannot advocate for themselves, question outcomes or make informed choices about technologies they do not know are shaping their lives.
Familiarity Beats Usage as a Predictor of Awareness
One of the study’s most striking findings upends a common assumption: that actually using AI tools is the surest path to understanding them. Wang’s team found the opposite.
“In other words, simply feeling knowledgeable or informed about AI was more closely linked to recognizing where AI exists and how it is used compared to personally using AI technologies,” she said.
This suggests that casual or unreflective use of AI-powered apps — scrolling through a recommendation queue without knowing it’s algorithmically curated, for instance — does little to build meaningful awareness. Consider a concrete example Wang raises:
“AI-driven recommendation systems on streaming platforms like Netflix or Spotify suggest content tailored to a person’s tastes,” she said. “Yet many users are unaware these are powered by AI and may see recommendations as random or neutral.”
The implication is that closing the gap requires more than simply putting AI-powered devices or services in people’s hands. It requires intentional education about what AI is and where it appears.
Real-World Stakes for Students and Job Seekers
For college students and recent graduates, the consequences of this awareness gap are especially concrete. Wang points to the hiring process as one domain where ignorance of AI can carry real costs.
“For example, job applicants who know that employers use AI for screening can better tailor their resumes, while those who lack this awareness might miss out on opportunities without realizing it,” she said.
Beyond career outcomes, the risks extend into personal safety and media literacy. AI-generated deepfakes, manipulated images and synthetic audio are increasingly circulating online, and those who lack awareness of these technologies are at greater risk of being deceived by them.
“People with greater awareness may better understand both the opportunities and risks of AI — such as recognizing and even creating deepfakes — while those with less awareness are more likely to be deceived or manipulated by these technologies,” Wang said.
What Researchers Recommend
The study’s authors stop short of suggesting that simply expanding access to AI tools will solve the problem. Instead, they call for targeted outreach and education efforts aimed at communities with lower socioeconomic status.
“This could involve outreach campaigns or community workshops that use clear language and practical examples to make AI more understandable and relevant for low-SES communities,” said Wang.
The researchers also advocate for integrating basic AI concepts into school curricula and making publicly available resources that address concerns about AI’s ethical and responsible use. Critically, they argue that AI literacy programs must specifically train people to spot hidden AI — the recommendation engine, the resume screener, the chatbot — rather than focusing solely on tools people consciously choose to adopt.
Why It Matters
The study found that education level was a stronger predictor of AI usage than income alone, though both played meaningful roles. Prior research cited by the team suggests that wealthier and better-educated individuals tend to have stronger digital skills and receive more encouragement to experiment with new technologies — a feedback loop that compounds over time.
The findings are specific to the United States, and the researchers acknowledge that results may differ in other countries. Past international studies have found that residents of South Korea, China and Finland rank among the most AI-aware globally, while the Netherlands had among the lowest average awareness — suggesting that cultural, policy and educational contexts all shape how populations engage with AI.
Wang and her colleagues plan to continue investigating how AI-driven digital inequality unfolds over time and what consequences it holds for society more broadly. Their core message, however, is clear: building a more equitable AI landscape will require deliberate, inclusive effort.
Source: Taylor and Francis Group