While the term “AI” is widely used across various consumer products and services to demonstrate cutting edge technology, there is still a fair amount of confusion about what it is and how it can enhance consumers lives without being intrusive/replacing the human element. As an example, Google recently faced backlash and pulled its “Dear Sydney” Olympics ad featuring Google Gemini AI capabilities helping a little girl write a letter to track star Sydney McLaughlin-Levrone.
We recently evaluated AI in our E-Score Brand product and compared results to over 1000 consumer brands among those age 13+. Understandably, AI awareness falls below the brand average, as it is a relatively new concept to most consumers and many don’t understand what it really means. However, among those aware of AI, Appeal and NET Positive Buzz both fall well below the brand average – indicating consumers may be hearing more about the negatives associated with AI than the positives. Perceptions that AI is Trustworthy, Safe and Family Friendly are also below the brand average.
Overall, Using “AI” as a buzzword in consumer messaging may not increase interest among consumers and in fact may decrease the appeal and trust in brands among some groups. As AI continues to become part of consumers’ everyday lives, brands cannot simply depend on the term “AI” to drive interest and credibility among consumers. Negative perceptions should be addressed with an emphasis on educating consumers about the benefits / value that AI offers. See below for our general findings:
There are some distinct generational differences, with Gen Z and Millennials being less risk averse and more open to the potential of “AI,” while Gen X and Baby Boomers reflect greater concerns and express significant negative perceptions.
What first comes to mind when thinking of “AI”?
Gen X / Baby Boomer open end associations with AI often focus on concerns about the technology:
- “The new all-encompassing thing that will destroy humanity as we know it.” Scary”
- “Artificial Intelligence that is taking over”
- “Dangerous!!!”
- “Not real”
Millennial / Gen Z open ends more often reference positive associations with AI:
- “Artificial intelligence that makes life better”
- “Cool”
- “Computer generated help for people that need it”
- “AI is so useful that I use every day”
- “It’s a new technology – it’s amazing”
What does this mean for marketers?
Brands like using “AI powered” messaging in their advertising to consumers. Caution should be used in this approach overall, particularly in targeting generational groups. AI messaging should focus on making older consumer groups more comfortable by educating them about its uses, and allaying fears about security, privacy and “big brother.” For Gen Z and Millennials, the opportunity exists to lean into their inherent openness to new technologies and highlight AI’s ability to make everyday challenges they face easier.
Not yet subscribed to our E-Score Platform Suite? Purchase Single E-Scores on celebrities, brands, and more!
E-Score’s platform delivers the “Why” with intelligent design guided by decades of industry expertise in providing the answers you need at your fingertips.
The E-Score Platform
Our E-Score Platform gives you Trends, Endorsement & Fan Scores, Social Media Buzz, NPS and much more based on the product or products. When E-Score products are paired, advertisers, brands and the creative community own a powerful interface allowing them fine-tune their content and campaigns.
How do our clients use the E-Score Platform?
Your suite platform includes the E-Score products below which are designed to work harmoniously to provide the answers marketing, network and advertising executives rely on.
Depending on your specific needs, you can simply purchase a single E-Score, license an individual product, or gain access to the suite options below:
