Nervous Nellies: is your use of AI suitable for the cautious consumer?

On a global scale, AI has the majority of people excited, but the majority of people are also nervous. What does this mean for businesses and how should marketers go about advertising AI-powered products and tools to consumers?

People are almost equally as nervous (52%) about products and services that use artificial intelligence (AI) as they are excited (54%) by them, according to a global research report from Ipsos.

Interestingly, since Ipsos previous AI-related survey, conducted 18 months ago, to this latest one, of all AI-related measures nervousness is the variable that has increased the most. And despite the surge in new AI applications that has taken place this year, the percentage of adults who say they know what types of products and services use AI has remained relatively unchanged.

Ipsos’ survey questioned more than 20,000 adults across 31 countries on their attitudes towards AI, with the majority agreeing that AI-powered products and services are likely to profoundly change their daily lives in the coming years… but how do they think this impact will occur exactly?

Impact of AI on jobs

On average across all survey respondents, 66% agree that AI-powered products and services will significantly impact their daily life in the next 3-5 years, this figure includes majorities across all countries and all demographic groups.

Among workers, over half (57%) expect AI to change the way they do their current job and over a third (36%) fear it will replace their current job.

The majority of respondents also believe that AI will make the global job market worse and narrowly more than one in three said it will improve their health, their job and their countries economy.

What does it mean for marketers?

The factor that differentiates the most across regions and demographics is trust. Generally, it is much higher in emerging markets and in people under 40-years-old than in high-income countries and among GenX and Boomers.

These figures are ones marketers should be conscious of, particularly as more and more organisations look to incorporate AI into their products, services and in-house operations. Based on the report, people are open to using AI in future and understand it is likely to impact their lives significantly going forward, however, individuals clearly feel a sense of trepidation towards the technology.

“AI-backed creativity is ultimately led by people rather than machines”

Sjuul van der Leeuw, CEO of Deployteq said: “AI will have a seismic impact on the way businesses operate, ushering in a new era of efficiency and transforming traditional job roles beyond all recognition. Yet no matter how powerful this technology becomes, the tools and benefits it brings should always be used to optimise and empower workers rather than replace them.”

From a performance marketing perspective, van der Leeuw added: “For example, the use of generative AI and automation is already enabling the creative industries to produce incredible campaigns, overhauling traditional sales and marketing processes, and ushering in a new era of AI-backed creativity which is ultimately led by people rather than machines.”

Overall, AI isn’t going anywhere and presents significant opportunities for performance marketers to leverage it successfully. But the potential pitfalls are not to be ignored and putting people first - both from an in-house and consumer perspective - may be the key to unlocking its full potential.