Consumers Still Have Trust Issues with AI

Bob Sillick, senior researcher, report writer and content manager

Technology companies, brands, retailers and many other companies may be welcoming the era of generative AI, but consumers remain wary, especially when trusting its use in several categories, according to 2023 Ipsos research.

Almost 70% of consumers said they were familiar with the concept of artificial intelligence while 31% were unfamiliar with it. One-quarter were “very familiar” compared to 7% “not at all familiar.”

Consumers’ Trust in Categories Widely Using AI, 2023

 Ipsos, September 2023

More detailed responses for each of these categories from the August 2023 survey found the influencers category had the largest gap between consumers who “trust a great deal more” (5%) and “distrust a great deal more” (29%). Interestingly, the smallest gap was in the companies or brands categories at 11% while the gaps for the other three (reviews, articles shared on social media by friends and TV advertising) were all 14%.

This consumer distrust in the use of AI in these categories is overset by the fact generative AI is often “hidden” in the programming of the many apps and products consumers already use daily. According to Forrester Research’s Predictions 2024 report, 60% of AI skeptics will be using and many will consider it a positive experience, although they are unaware they are benefiting from it.

Conversely, Forrester also expects the limits of the technologies necessary to operate generative AI tools and platforms are likely to cause many companies that would like to incorporate more use of AI to pause. For example, the NVIDIA H100 AI processor which is often a first choice costs more than $40,000, requires as much as 700 watts of power and generates a significant amount of heat. These and other impediments will force many companies to be less ambitious about their use of AI.