Young people in emerging countries such as India, Brazil, Mexico, and South Africa are driving the global spread of AI.

The 'Digital Well-being Hub', jointly established by Cisco and the Organisation for Economic Co-operation and Development (OECD), has announced the results of its latest research.

This report identified stark regional and generational gaps in the use of generative AI and digital well-being, highlighting the need for a balanced approach.

Research shows that young people in emerging countries like India, Brazil, Mexico, and South Africa are driving the global spread of AI, ranking among the world's highest in nearly every indicator, including AI usage, trust, and educational engagement. Those under 35 also showed the highest participation rate not only in social media and online devices, but also in generative AI.

In contrast, respondents from European countries reported lower levels of trust and greater uncertainty and concern about the use of AI. This is a marked difference from the past trend in which emerging countries were slower to adopt technology compared to developed countries.

Studies have shown that leisure screen use exceeding five hours per day is associated with decreased personal well-being and life satisfaction.

In particular, Korea was found to have the highest level of 'screen fatigue' in the world.

Young people in emerging markets report spending the most time on screens during leisure time, relying on digital channels for social interaction, and experiencing extreme emotional ups and downs due to technology use.

Generational differences were also evident. More than half of respondents under 35 are actively using AI, and more than 75% rated AI as useful.

Half of respondents aged 26 to 35 have already completed AI-related training.

Conversely, the middle-aged and older age group over 45 years old had low levels of AI use and trust, and especially among those over 55 years old, many responded that they were “not sure if they trust AI.”

This is interpreted as uncertainty resulting from lack of technological familiarity and experience.

“Helping emerging markets build AI capabilities is not simply about disseminating technology, but about unlocking the potential for individuals to shape their own future,” said Guy Diedrich, senior vice president and global innovation officer at Cisco. “AI must be designed responsibly, with transparency, fairness, and privacy as core values.”

He added, “AI can contribute most to improving well-being when it improves work efficiency, improves collaboration, and provides learning opportunities.”

Cisco has completed AI training for approximately 26,000 employees to date, and as a founding member of the AI Workforce Consortium, which includes 10 leading global companies, Cisco is committed to fostering AI talent across the ICT industry.

This joint OECD-Cisco study presents challenges to citizens, businesses, and government leaders around the world: closing the digital skills gap, strengthening digital literacy across all age groups, and prioritizing digital well-being. It delivers the message that when technological innovation is combined with efforts to protect individual health and well-being, the digital future can truly be a future for all.