SUPPORT for increasing AI use in the UK jumps from 45% to 56% when it is framed around improving public services, particularly reducing NHS waiting times and bureaucracy, new research from Teneo has revealed.
The global advisory firm found that the UK remains divided on AI, with no clear majority backing its increased use.
Persuasion with Precision: Winning the Argument in the UK
The report, Persuasion with Precision, is based on a nationally representative poll of 2,004 adults, 102 Members of Parliament, and 502 technology professionals, alongside a series of in-depth interviews with AI communications specialists.
The research found that 45% of participants were supportive of increasing AI use, 21% were undecided, and 33% were opposed.
Support jumped to 56% among people who heard a short argument about AI’s potential benefits for UK public services.
Other arguments, including the concept that AI might make people better off, had no statistically significant effect.
Improvements in the NHS
Participants who heard the public service message overwhelmingly identified improvements in the NHS, especially around waiting times and reduced bureaucracy, as the most attractive argument.
Andrew Feldman, CEO of UK Strategy and Communications, Teneo, said: “Our research shows that what resonates most is not abstract claims about Britain winning the ‘AI race’ or broad promises of prosperity, but a more practical argument centred on the NHS and public service delivery.
“The next few months and years will be pivotal in shaping Britain’s AI future, whether we are on the leading edge, or trying to catch up with the big players in the U.S. or beyond.
“Our findings show if the most persuasive arguments can be identified, there is a meaningful group of ‘swing voters’ who would be supportive.”
Improvements in the NHS also resonated strongly with MPs.
Among MPs presented with a range of arguments in favour of AI, 64% were persuaded by the case for AI improving NHS diagnosis and triage and supporting new treatments for cancer and dementia.
Teneo reported that the study exposed a clear gap between the technology sector’s confidence in AI and wider public sentiment.
Reference
Van Riel S et al. Persuasion with precision: winning the AI argument in the UK. 2026. Available at: https://www.teneo.com/insights/articles/persuasion-with-precision-winning-the-ai-argument-in-the-uk/. Last accessed: 11 May 2026.
Featured image: Nick Beer on Adobe Stock
