Dame Prue Leith fronts currys campaign to educate AI-shy over-65s about tech | UK | News

Celebrity chef Dame Prue Leith is leading a Currys campaign to give Britain’s AI-shy over-65s the confidence to use technology safely; 94% of respondents admit to being worried about scammers. The tech giant is launching the campaign with the help of Dame Prue as research reveals 94 per cent of older Brits are worried about AI being used by fraudsters.

Older Britons are more AI-aware than most realize, but self-confidence is not keeping pace, according to research from Currys. The research found that almost two-thirds (62%) have a basic understanding of AI, but more than two-thirds (68%) do not feel confident using AI tools like ChatGPT.

As AI becomes increasingly involved in everything from banking and shopping to healthcare and utilities, millions of older Brits risk being left without technology that could make life easier. Concerns about AI-powered scams are almost universal.

One participant summarized this uncertainty as follows: ‘I don’t trust this [AI] collects information and presents it accurately’. For some, these fears have become reality. One in ten (10%) older people say they have lost money to a scam in the last five years, with those affected losing an average of £1,595 each.

Total losses among Britain’s elderly population are estimated to run into millions of pounds. Meanwhile, more than half (52%) say they receive suspicious scam emails, texts or phone calls at least once a week; This underscores why many people are cautious about adopting artificial intelligence.

But the findings also reveal a strong appetite for learning; More than half (56%) of older Brits say they would feel safe using AI if someone explained it clearly and without jargon. The research suggests that the biggest obstacle is trust, not AI itself.

Three-fifths (61%) of seniors who currently use AI say it makes their daily lives easier. Older people are already using AI to plan holidays (23%), provide recipe inspiration (23%), solve technology problems (24%), write emails (21%) and learn new skills (17%).

Currys says this signals the rise of the ‘OAIP Generation’ of older adults who are ready to reap the benefits of AI with the right support, guidance and confidence. To help, Currys is partnering with Independent Age, the national charity for older people experiencing financial hardship, to launch free AI confidence sessions in four stores across the country.

The first pilot session will be held at the Carers Center Tower Hamlets, grant-funded by Independent Age. The campaign is led by Dame Prue, who claims to be a former “techphobe”. After attending a pilot AI training session with Currys, Dame Prue said: “The AI ​​came without a guide so I avoided it. I was worried I would be confused or scammed.

“But once someone explained it properly, it suddenly felt a lot less scary and incredibly useful. I used this to help sharpen some of the pages in my new book by asking Claude if the way I wrote the recipe made sense to a non-baker. I’m pleased to say he mostly agreed. I think a lot of older people are curious about AI, but I need someone to show them where to start without making them feel stupid.”

Catrin Hale, Social Impact and Digital Engagement Leader at Currys, said: “There’s a myth that older people don’t want to interact with AI. The truth is that many people are afraid of making mistakes or being targeted by scammers.

“The danger is that millions of people are being left behind not because they can’t use AI, but because no one has given them the confidence to try it. We can’t wait to welcome older people into our store to inspire the use of AI.”

Joanna Elson CBE, Chief Executive of Independent Age, said: “Many older people living on low incomes are looking for practical ways to manage rising costs and make their money go further. “While there is growing interest in how AI can help with everyday tasks such as meal planning, budgeting or determining financial eligibility, there are also understandable concerns about risks such as misinformation and fraud.

“We’re delighted to partner on this campaign to help older people understand both the opportunities and risks associated with AI. By providing practical advice and guidance, we hope to support more older people to use these tools safely and benefit from the ways they can help with daily financial wellbeing and independent living.”

Following the campaign launch, Currys will pilot free AI Trust Sessions in selected stores in Birmingham, Staples Corner, Brent Cross, Solihull and Uddingston, Scotland. The three-month pilot will run from July to September, with sessions starting at 10 a.m. on July 28, August 25, and September 29. The initiative builds on Currys’ wider mission to make technology accessible. Find out more and book your free local training session at: www.currys.co.uk