A lot latest analysis has proven that many shoppers have belief points with generative AI because the tech powers its manner by means of enterprise operations, sweeping many normal practices into digital obsolescence.
However we’d have gotten it flawed up up to now: new analysis from visible commerce platform StoryStream reveals that individuals aren’t really intimidated by the vastness of the tech—it’s the model and enterprise entrepreneurs behind the scenes that aren’t trusted.
The agency’s world survey discovered that customers usually see AI’s optimistic potential—77 p.c of respondents imagine that generative AI know-how would result in extra customized and related advertising and marketing experiences—however a whopping 94 p.c wish to see extra transparency and regulation round the usage of generative AI know-how in advertising and marketing and promoting.
Customers are dropping religion in brand-generated content material, even in influencers
The researchers discovered that user-generated content material stays essentially the most genuine and reliable format of content material when making buy choices on-line—and by a large margin; it’s favored by 45 p.c of respondents. Model-created content material is a distant second at 22 p.c, whereas AI-generated content material garnered 12 p.c, inventory imagery and movie (8 p.c) and, surprisingly, influencer-created content material (8 p.c)—findings that shed new mild on the evolving content material advertising and marketing panorama, and supply worthwhile insights for companies starting to navigate the realm of AI-powered advertising and marketing.
Customers are involved that companies will flip all their advertising and marketing over to AI
The survey additionally discovered {that a} vital majority of respondents (66 p.c) imagine that generative AI holds the potential to change human creativity and ingenuity in advertising and marketing and promoting. Nevertheless, opinions on the moral implications of using generative AI know-how for content material creation had been cut up, with solely 42 p.c of respondents firmly supporting its use, 34 p.c opposing it, and 24 p.c remaining undecided.
And whereas greater than three-quarters of these surveyed assume AI will result in extra customized and related experiences, solely 51 p.c of respondents had been comfy with the concept, with 29 p.c being opposed, and 20 p.c undecided.
Transparency and regulation are the important thing issues for shoppers
A majority of respondents (58 p.c) stated that they’d be extra more likely to belief a model that overtly disclosed its use of generative AI in its advertising and marketing.
“Pleasure—and outright astonishment—on the rising capabilities of generative AI know-how is understandably enormous. However whereas the trade continues to discover the use instances for this highly effective new set of instruments, it’s maybe been just a little too straightforward to neglect concerning the opinions of shoppers and shoppers,” stated Alex Vaidya, CEO of StoryStream, in a information launch.
“On this analysis, we’ve requested shoppers—particularly shoppers already broadly conversant in the idea of generative AI—what they wish to see from manufacturers of their advertising and marketing and promoting,” Vaidya added. “And what we’re studying is that understanding shopper expectations and issues will stay an important ingredient for constructing belief.”
The survey additionally explored topline shopper perceptions of generative AI know-how, revealing that 59 p.c of shoppers maintain a usually optimistic impression of it. Evaluation of various age teams revealed that Gen Z respondents had been more than likely to have a optimistic impression (74 p.c), whereas the 55+ age vary exhibited the bottom positivity charge at solely 35 p.c.
Learn extra concerning the analysis right here.
The survey included 600 respondents from the USA, U.Okay., Canada and Australia, and examined opinions on varied facets of generative AI, starting from moral concerns to belief in AI-generated content material.
