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AI is hot!!!

But kinda concerning

Navigating the tension between AI fears and opportunities

The internet is entering a new era, and AI is rewriting - in fact, regenerating - the rulebook.

To take just one example, the cost of doing business ir rising, and AI has a proven ability to help resources go further. That makes it a natural choice for any company chasing efficiency.

But that's only half of the story. Consumers are unsure, so brands need to acknowledge and address their concerns to carry their audiences with them

What's the story?
The trend

Excitement around AI is rising fast, but it’s outpaced by concerns.

The data

In the US, interest in AI has grown 36% year-on-year, while worries have doubled during this time.

AI is set to become a core part of life for humans and businesses. To make the transition as smooth as possible, brands need to address consumers’ red flags.

The takeaway
People have mixed feelings about AI

ChatGPT exploded onto the scene in 2022, reaching 1 million users within 5 days of launching, making it one of just two platforms that have achieved this amazing level of growth to date.


All the signs are it’s only getting bigger. In February 2023, 16% of consumers outside China said they’d used ChatGPT, a figure that had risen to 30% by September. AI is up and running, and the world needs to keep pace.

AI concerns have reached a tipping point

% of Americans who say they're interested in/worried about AI

Source: GWI USA Q2 2020 - Q2 2023 | Base: 243,543 Americans aged 16+

What's happening and why?

Consumers often see cutting edge tech as a double-edged sword, and AI's no different. Data shows many people are fascinated with AI's potential, but simultaneously a bit intimidated by its explosive growth in just a couple of years.

60% of consumers are excited about the development of AI, while 71% think it's moving at an alarming rate

AI isn't something that exists in a tech bubble; it affects all of us. It's America's fastest growing fear, with the number os US cosmetic buyers, fast food eaters and fitness fanatics with concerns more than doubling in the last year. 


In the world of business, everyone from  beauty brands to sports retailers and beyond has AI-related decisions to make over the next 12 months. Adopting it means different things for different industries, and acting with awareness and sensitivity on a case-by-case basis will be key.

40% of consumers say that they'd pick an AI chatbot over another if it offers trustworthy information

For brands, negotiating this mix of excitement and apprehension will be a whole lot easier with the help of detailed, granular audience insights. Given that AI's growth seems inevitable, it's important for businesses to know what their customers are most excited about - and what their worries are.

AI attitudes aren't one size fits all
What's happening and why?

A good way to illustrate this is with some examples. Cinema-goers are interested AI-generated movies, but more are concerned about AI's potential impact on creatives. This mease film companies should aim to use technology as a supplement, and ensure their materials maintain their famous "human touch". 

People with a mental health condition are optimistic about what AI can do for therapy, but don't see it as a replacement for traditional treatment. Healthcare providers may benefit from using these tools for initial screenings and support until they're tried and tested. 

Similar dynamics will play out across many sectors, with excitement about benefits balanced by worries around unwelcome or unforeseen changes. Audiences will ultimately judge brands on how they use AI, so they'll need to weave it into their processes slowly and be totally transparent.