Consumers want brands to disclose their use of AI

Almost three-quarters of consumers believe brands should disclose their use of AI-generated content and should carefully regulate their AI-driven campaigns, according to new research from IPA and Opinium.

Opinium surveyed 2,000 adults in May 2023 about their attitudes towards future interactions with AI. Almost three-quarters of consumers believe brands should be transparent in their use of AI-generated content. Three-quarters of respondents say they wish to be notified when they are not dealing with a real person and 67% say they believe that AI should not pretend to be human or act as if it has a personality. Almost three-quarters of consumers say they believe AI should be regulated, with humans held responsible for it.

Five years ago, more than half of consumers thought AI should be allowed to make it known if it disagrees with them. In 2023, this fell to 42% of consumers. Just over half of respondents in 2023 say AI should have the right to report them if they are engaged in an illegal activity – down from 67% in 2018.

The survey also shows a 25% decrease in the number of people who think they should be polite and exhibit good manners when interacting with virtual assistants, from 64% in 2018 down to just 48% in 2023. Less than a quarter of survey respondents believe robot rights should be introduced, a decrease from 30% in 2018.

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