A lot current analysis has proven that many shoppers have belief points with generative AI because the tech powers its approach by means of enterprise operations, sweeping many commonplace practices into digital obsolescence.
However we’d have gotten it fallacious up so far: new analysis from visible commerce platform StoryStream exhibits that individuals aren’t truly intimidated by the vastness of the tech—it’s the model and enterprise entrepreneurs behind the scenes that aren’t trusted.
The agency’s international survey discovered that customers typically see AI’s constructive potential—77 p.c of respondents consider that generative AI expertise would result in extra customized and related advertising and marketing experiences—however a whopping 94 p.c need to see extra transparency and regulation round using generative AI expertise in advertising and marketing and promoting.
Shoppers are shedding religion in brand-generated content material, even in influencers
The researchers discovered that user-generated content material stays probably the most genuine and reliable format of content material when making buy selections 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 gentle on the evolving content material advertising and marketing panorama, and provide priceless insights for companies starting to navigate the realm of AI-powered advertising and marketing.
Shoppers are involved that companies will flip all their advertising and marketing over to AI
The survey additionally discovered {that a} important majority of respondents (66 p.c) consider that generative AI holds the potential to exchange human creativity and ingenuity in advertising and marketing and promoting. Nonetheless, opinions on the moral implications of using generative AI expertise 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 prone to belief a model that brazenly disclosed its use of generative AI in its advertising and marketing.
“Pleasure—and outright astonishment—on the rising capabilities of generative AI expertise is understandably big. However whereas the business continues to discover the use circumstances for this highly effective new set of instruments, it’s maybe been a little bit too straightforward to overlook in regards to the opinions of consumers 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 need 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 expertise, revealing that 59 p.c of shoppers maintain a typically constructive impression of it. Evaluation of various age teams revealed that Gen Z respondents had been probably to have a constructive impression (74 p.c), whereas the 55+ age vary exhibited the bottom positivity charge at solely 35 p.c.
Learn extra in regards to the analysis right here.
The survey included 600 respondents from the USA, U.Ok., Canada and Australia, and examined opinions on varied features of generative AI, starting from moral concerns to belief in AI-generated content material.
