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

Celebrity chef Dame Prue Leith is fronting a Currys campaign to give Britain’s AI-shy over-65s confidence using tech safely – as 94% admit being concerned about scammers. The tech giant is rolling out the campaign with the help of Dame Prue as research revealed a whopping 94% of older Brits are concerned about AI being used by scammers.

Older Britons are more AI-aware than many assume, but confidence hasn’t kept pace, according to the research by Currys. Research found that nearly two-thirds (62%) have a basic understanding of AI, yet more than two-thirds (68%) don’t feel confident using AI tools such as ChatGPT.

As AI becomes increasingly embedded in everything from banking and shopping to healthcare and public services, millions of older Brits risk missing out on tech that could make life easier. Concern about AI-enabled scams is almost universal.

One respondent summed up that uncertainty, saying ‘I don’t trust the way it [AI] gathers information and presents it as correct’. For some, those fears have become a reality. One in ten (10%) older people say they’ve lost money to a scam in the past five years, with those affected losing an average of £1,595 each.

The total losses among Britain’s older population are estimated to run into millions of pounds. Meanwhile, more than half (52%) say they receive suspected scam emails, texts or phone calls at least once a week, underlining why many remain cautious about embracing AI.

But the findings also reveal a strong appetite to learn, with more than half of older Brits (56%) saying they’d feel confident using AI if somebody explained it clearly and without jargon. The research suggests confidence, not AI itself, is the biggest barrier.

Among older people already using AI, three in five (61%) say it’s made their day-to-day lives easier. Older people are already using AI to plan holidays (23%), give recipe inspiration (23%), solve technology problems (24%), write emails (21%) and learn new skills (17%).

Currys says this marks the rise of the ‘OAIP Generation’ – older adults ready to unlock the benefits of AI with the right support, guidance and confidence. To help, Currys is partnering with national charity for older people in financial hardship, Independent Age, to launch free AI confidence sessions in four stores nationwide.

The first pilot session will be held at The Carers Centre Tower Hamlets, which Independent Age has grant-funded. Leading the campaign is self-professed former ‘tech phobe’ Dame Prue. After attending a pilot AI training session with Currys, Dame Prue said: “AI arrived without a manual, so I avoided it. I was worried I’d get confused or scammed.

“But once somebody explained it properly, it suddenly felt far less frightening and incredibly useful. I’ve used it to help sharpen some of the pages in my new book by asking Claude if the way I’ve written a recipe makes sense to a non-baker. I’m glad to say it mostly agreed. I think many older people are curious about AI but need somebody to show them where to start without making them feel foolish.”

Catrin Hale, Social Impact and Digital Inclusion Lead from Currys, said: “There’s a myth that older people don’t want to engage with AI. The reality is many are scared of making mistakes or being targeted by scammers.

“The danger is that millions get left behind not because they can’t use AI but because nobody has given them the confidence to try. We can’t wait to welcome older people in-store to inspire the use of AI.”

Joanna Elson CBE, Chief Executive of Independent Age, said: “Many older people living on a low income are looking for practical ways to manage rising costs and make their money go further. While there’s growing interest in how AI can help with everyday tasks such as planning meals, budgeting or identifying eligibility for financial entitlements, there are also understandable concerns about risks such as inaccurate information and scams.

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

Following the campaign launch, Currys will pilot its free AI Confidence Sessions in selected stores across Birmingham, Staples Corner, Brent Cross, Solihull, and Uddingston, Scotland. The three-month pilot will run from July to September, with sessions taking place on July 28, August 25 and September 29, starting at 10am. 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