Dame Prue Leith has partnered with Currys to launch free artificial intelligence (AI) confidence sessions for people aged 65 and over, following research revealing that 94% of older Britons fear being scammed by AI. The former Bake Off judge, 86, admitted she initially avoided AI due to scam concerns but now uses it to refine recipes and write her new book after attending a pilot training session.
Prue Leith’s Personal AI Journey
“AI arrived without a manual, so I avoided it. I worried I’d get confused or scammed. But once somebody explained it properly, it suddenly felt far less frightening, and actually incredibly useful,” Leith said. She now uses AI tools like Claude to check the clarity of her recipes for non-bakers. “I’m glad to say it mostly agreed!” she added.
Research Highlights Widespread Fear and Financial Loss
The research, commissioned by Currys, found that nearly all older Britons (94%) are concerned about AI being used by scammers. One in ten (10%) have lost money to scams in the past five years, with average losses of £1,595 per victim. Total losses among the older population are estimated to run into millions of pounds. Additionally, 52% receive suspected scam emails, texts, or phone calls at least once a week.
While 62% of older Britons have a basic understanding of AI, 68% lack confidence in using tools like ChatGPT. As AI becomes integral to banking, shopping, healthcare, and public services, millions risk being left behind.
Free AI Confidence Sessions in Stores
Currys, in partnership with charity Independent Age, is launching free AI Confidence Sessions in stores nationwide and in Independent Age centres. The sessions aim to demystify AI and build digital skills. Marion, 69, an Independent Age campaigner from Newcastle, said: “I have been wary of using AI, given the risks. The training with Currys highlighted the fun and safe ways to make use of AI. Now, I can see there are interesting ways we can use AI tools like finding recipes, the best ticket prices, favourite music, organising daily activities, and gardening tips.”
Over half of older Brits (56%) say they would feel confident using AI if it were explained clearly without jargon. Among those already using AI, common applications include planning holidays (23%), finding recipe inspiration (23%), solving tech problems (24%), writing emails (21%), and learning new skills (17%).
Currys and Independent Age Respond
Catrin Hale, Social Impact and Digital Inclusion Lead at Currys, said: “There’s a myth 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.”
Joanna Elson CBE, Chief Executive of Independent Age, added: “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 is growing interest in how AI can help with everyday tasks such as budgeting, planning meals, or identifying eligibility for financial entitlements, there are also understandable concerns about risks such as scams and inaccurate information.”
Pilot Sessions and Future Plans
Following the campaign launch, Currys will pilot free AI Confidence Sessions in selected stores in Birmingham, Staples Corner, Brent Cross, Solihull, and Uddingston, Scotland. The three-month pilot runs from July to September, with sessions on 28 July, 25 August, and 29 September, starting at 10am. The initiative builds on Currys’ mission to make technology accessible as essential services become increasingly digital.
