There is an overwhelming need for talent in the U.K. artificial intelligence (AI) industry — and undergraduate students could be the solution to bridging this skills gap, according to a new study from BT.

The research, released Wednesday, June 8, in partnership with Yonder Consultancy, details the current challenges that halt students from pursuing AI studies, mainly faulting the lack of awareness students have about AI courses. The goal of the report, “AI skills: Motivation & AI careers myths debunked,” seeks to grow and retain AI talent in the U.K.. 

Although analysts predict AI to be worth around $51.5 billion by the end of this year, many undergraduate students are unaware of the opportunities pursuant to AI-related courses. Without this course exposure, it is very unlikely that students will pursue a career in AI, noted the research.

More than half (59%) of higher education students reported that they were unaware of AI courses when choosing their course schedule. Because of lack of experience, knowledge, or exposure to AI studies, 46% of students believe studying AI is out of their reach, said the report. 

It is now more important than ever to encourage students to consider these courses in order to bridge the gap between AI supply and demand in the U.K.’s labor market, noted BT. A handful of students (17%) who are aware of AI courses, and who would consider studying AI, reported there was no encouragement to take AI courses.

In fact, many undergraduate students say they do not have enough information on what AI entails.

According to the report, 51% of students would have considered AI studies if they had received more information. Women and those from a non-STEM background are even less likely to be familiar with AI, which presents another disadvantage for the UK AI industry. 

Employers seeking AI talent must improve how they promote careers so that they are more attractive to higher education students. This has proven to be a challenge in the U.K. AI industry. In fact, a significant number of higher education students perceive a career in AI to be “boring” (38%), said the report. 

Employers have several issues that block them from offering “attractive careers, not just jobs,” to undergraduate students. More often than not, AI jobs have a difficult application process, and focus too much on qualifications rather than potential. This challenge, along with job descriptions presenting themselves as vague and unclear, have deterred students’ interest in AI.

With the goal of making BT an AI-led business, the telco aims to train and upskill current talent by launching a “Digital Campus” with a data- and AI-driven focus. “It's our duty as a tech company to encourage, mould, and support these budding AI professionals,” said BT.

This fall, the telecom provider will host an AI-focused event catered to young people featuring guest speakers. Introducing AI to unfamiliar or wary students entering the labor market can widen the industry’s talent pool and slim the skills gap AI is experiencing in the U.K., noted the report.