Almost three-quarters of consumers believe that brands should disclose the use of AI-generated content and that fully automated AI-driven marketing campaigns should be carefully regulated.
These are just some of the findings from a new survey of 2,000 people aged 18+, commissioned by the IPA and conducted by Opinium, into the ethics and etiquette of using AI. For some of the findings, comparisons with 2018 IPA/Opinium survey data are available and show changing consumer sentiment.
The core findings reveal a continued high level of desire by consumers for AI transparency; a decrease in consumers’ belief that AI should control and police them; a high belief that fully automated AI-driven marketing campaigns should be carefully regulated and a significant decrease in the belief that ‘the robots’ deserve rights and respect.
The survey reveals a considerable increase in desire by consumers to not be policed, nor disagreed with, by the AI, when comparing 2023 data with that recorded in 2018.
Regarding who holds responsibility and liability for the use of AI, there is strong belief that AI should be regulated and that humans must be liable if its use results in an accident.
The survey shows how consumer manners and respect when dealing with AI has dropped considerably in recent years.
AI provides incredible opportunities for our business. As these findings demonstrate, however, the public are understandably cautious about its use – and increasingly so in some areas. It is therefore our responsibility to be transparent and accountable when using AI to ensure the trust of our customers.
‘Attitudes towards future AI engagement’ is free for IPA members and costs £50 for non-members.
The threats and opportunities presented by AI, what it can and can’t do and whether the agencies that use it effectively will have a competitive advantage, will be explored in more detail at the IPA Business Growth Conference 2023 on 5 July.
*2018 trend data is based upon a sample of 1,200 UK adults aged 18+, conducted in November 2018