- With the adoption of generative artificial intelligence (AI) solutions growing, consumers are valuing brands that prioritize transparency, in keeping with a latest Consumer Navigator survey shared by Dentsu.
- Over two-thirds (70%) of respondents said brands should disclose when AI has been used to develop products, services, experiences and content. Seventy-seven percent agreed that brands must monitor the technology to make sure it doesn’t propagate existing biases and inequalities.
- Among those surveyed, 61% supported brands experimenting with generative AI. However, lower than half (42%) agreed that they like brands which can be using AI versus those who are usually not, pointing to some underlying reticence.
Major marketers have jumped on the generative AI hype train as software like OpenAI’s ChatGPT reaches latest levels of sophistication and mainstream implementation. As concrete applications multiply, brands must keep consumer preferences in mind lest they fall victim to shiny object syndrome. They must also ensure transparency and learn to navigate a Wild West phase with few regulations and safeguards in areas like privacy and protecting mental property. Following that, dedicated PR strategies in relation to AI were advisable by Dentsu.
“Marketers could be smart to begin developing communications strategies and frameworks now as generative AI plays a growing role in consumer-facing business,” the authors of the report wrote.
Dentsu’s survey indicates that consumers are concerned about learning more about generative AI but hold some serious reservations. The report found that just about half (45%) of respondents were “curious” concerning the sector, with that curiosity prevalent across demographics. On the opposite hand, skepticism was the second-most common sentiment on a broad basis and stood at particularly high levels with baby boomers (45%).
An organization using AI isn’t yet a surefire hook for driving engagement or commanding higher prices, per the findings. Just 34% of respondents said they might be willing to pay a premium for services and products built with the assistance of AI. Consumers don’t see every category reaping the identical rewards from experimenting with generative AI, either.
While 72% of consumers view the sphere as having a positive impact on tech, just 58% said the identical for promoting and 48% for arts and culture. Other industry verticals analyzed included entertainment, where 61% expect a positive impact, together with shopping (60%), healthcare (58%), finance and travel (each at 53%).
That said, 59% endorsed leveraging AI to create ads and content and 61% supported the thought of using it to develop services and products. At the identical time, 78% consider brands should disclose when a service was powered by AI, with that desire echoed for disclosures around AI-assisted branded content (75%) and products (73%).
Millennials were probably the most keen about generative AI. Half the cohort expressed excitement on this topic versus just 12% of boomers and 29% of Gen Z. Women, generally, seemed less enthused about AI than men, but each sexes cited anxiety over losing their jobs to automation as their top worry. Four in five of those surveyed consider generative AI represents “the longer term,” but lower than two in five were enthusiastic about that prospect. Close to one-third (32%) were “concerned” and 29% were neutral on the matter.
Dentsu’s findings were accrued through online panels conducted with Toluna. Surveys were distributed amongst a random sample of 1,000 adults within the U.S., with the audience controlled for a representative balance of race and gender.
Despite growing scrutiny, brand buy-in on the generative AI front doesn’t appear to be cooling. Coke in March debuted a platform that’s the first of its kind to mix OpenAI’s GPT-4 and DALL-E technologies. Bombay Sapphire and director Baz Luhrmann are planning an art installation with works created with the assistance of an AI-powered robot.
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