The rapid spread of artificial intelligence (AI)—particularly as it becomes embedded in everyday tools and services—is giving rise to a new and distinct form of digital inequality.

This concern is highlighted by communication researcher Professor Sai Wang and colleagues at the Hong Kong Baptist University, who analysed data from more than 10,000 Americans to understand better how people engage with AI. Their findings, published in Information, Communication & Technology, point to widening gaps in awareness, familiarity and use of the technology across different social groups.

The study shows that individuals with higher levels of education or income are more likely to recognise AI in action, feel knowledgeable about it, and actively use it. The researchers define awareness as the ability to identify where AI is being used. At the same time, familiarity reflects a person’s perceived understanding of the technology, regardless of whether that knowledge is accurate. These differences mean that more advantaged groups are better positioned to benefit from AI.

Professor Wang stresses that gaps in awareness can have tangible consequences. If only certain groups understand how AI operates, they can use that knowledge to their advantage. For example, job applicants who know that employers rely on AI screening tools can tailor their applications accordingly, while those who lack this awareness may miss opportunities without realising why.

Awareness also shapes how individuals respond to the risks associated with AI. Those who are more informed may be better able to recognise misinformation, understand issues such as deepfakes, and navigate digital environments more critically. By contrast, individuals with lower awareness are more vulnerable to being misled or manipulated by AI-driven content.

Interestingly, the researchers found that perceived familiarity with AI was a stronger predictor of awareness than actual usage. This may be because many AI systems are seamlessly integrated into everyday platforms, making them less visible. For instance, recommendation algorithms on services such as Netflix and Spotify personalise content using AI, yet many users do not recognise these features as such.

This hidden presence of AI distinguishes emerging inequalities from traditional digital divides, which have focused on access, skills and outcomes. Because people often interact with AI without realising it, improving access alone is unlikely to close the gap. Instead, the researchers call for targeted efforts to improve AI literacy—through education, outreach and practical guidance—to help ensure that the benefits of these technologies are shared more equitably and do not further deepen existing social inequalities.

More information: Sai Wang et al, Socioeconomic disparities in AI awareness: examining the mediating roles of AI usage and familiarity, Information, Communication & Technology. DOI: 10.1080/1369118X.2026.2652505

Journal information: Information, Communication & Technology Provided by Taylor & Francis Group