2023 IPSOS REPORT

Are Consumers Ready for Generative AI?

Generative AI is here, but are consumers ready to embrace it? To answer this question, we surveyed 22,816 adults across 32 countries to understand their attitudes toward this new technology and its implications for brands and businesses.

Familiarity with Generative AI

• 39% of respondents are familiar with generative AI.
• 49% are not familiar.
• 12% are not sure.

Generative AI is defined as artificial intelligence that can create new content—such as text, images, or music—based on prompts or data.

Consumer Sentiment Toward Generative AI

• 27% feel excited about generative AI.
• 36% are worried.
• 32% are indifferent.
• 5% are not sure how they feel.

Generative AI’s Impact on Consumer Behavior

• 22% have used generative AI tools.
• 18% plan to use them.
• 15% have not used them but are interested.

Among those who have used generative AI:

• 37% use it at least once a week.
• 12% use it daily.
• 60% say it has made their lives easier.
• 87% say they are likely to use it again.

Top Reasons for Using Generative AI

• 46% use it to learn something new.
• 19% use it to save time.

Perceived Societal Impact

• 54% of consumers believe generative AI will have a positive impact on society.

Benefits and Risks: Consumer Perspectives

• 43% say generative AI will make it easier to find information online.
• 27% are concerned about the spread of misinformation.

Key Concerns Among Non-Users

• 25% are worried about how their personal data will be used.
• 40% are concerned about the potential for bias in AI-generated content.

Transparency and Trust

As generative AI becomes more common, consumers increasingly want brands to be transparent about how they use this technology.

Regional Differences in Awareness and Adoption

• 58% of consumers in China are familiar with generative AI.
• 53% in the US and 53% in the UK are familiar.
• 21% of consumers globally have never heard of generative AI.

Looking Ahead: Priorities for Brands and Businesses

As generative AI evolves, brands and businesses must prioritize transparency, privacy, and trust to succeed in this new era.

For more information, visit www.ipsos.com

Source: IPSOS

Contact: Jennifer Hubber, Global Head of Customer Experience

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