September 7th, 2023, Janice Fernandes
In recent years, we have witnessed an unprecedented surge in the development of artificial intelligence (AI) that has transformed the way we interact with technology and perceive the future. So, what impact do consumers think AI will have in certain key activities over the next five years?
Of all the activities and categories asked about, data indicates that consumers across all markets are most likely to believe artificial intelligence (AI) will make a positive impact in diagnosing medical diseases/conditions (43%) and building a travel itinerary (42%) in the next five years.
Conversely, over a quarter of respondents are concerned that AI could potentially have a negative impact in providing customer service and driving a car or other vehicle (27% each). Nearly three-tenths (29%) think AI will have no impact in managing personal finances in the next five years.
An average of nearly two-fifths of overall respondents think AI will have a positive impact in creating content for advertising and marketing (38%). However, a fifth say AI will have no impact (21%), while another fifth say AI will make things worse (20%).
Examining consumers' opinions on the impact of AI in creating content for advertising and marketing across markets reveals a diverse range of sentiments.
In the United Arab Emirates (UAE), Indonesia, and India, there is a striking optimism. Around two-thirds of respondents in all three markets (65%, 65%, 62%, respectively) believe that AI will significantly enhance content creation for advertising and marketing.
Conversely, markets like France, Great Britain and the United States show more skepticism. In France, only 18% of respondents believe AI will make things better, while a third (34%) expect it to have a negative impact and another 28% think AI will have no impact in advertising and marketing content creation.
Around three-tenths of Britons say they don’t know if AI will make things better, worse or have no impact in advertising and marketing content (30%), while another 30% say it will make things worse. Only nearly a quarter of Britons see AI having a positive impact in this activity (24%).
In the United States, 28% foresee a worse outcome, while only 21% are see the potential for improvement of ad and marketing material using AI. A high share of US adults indicate they don’t know how AI will affect content creation for advertising and marketing (31%).
Consumers in the Nordic countries also share similar sentiments with around 30% of Swedes and 34% of Danes not sure about AI's impact in content creation for advertising and marketing. Consumers in Sweden are more likely to say AI will enhance content creation (27%) than they are to say it will make things worse (23%). However, the opposite is true among Danish consumers where 21% pick ‘better’ and 26% pick ‘worse’.
Overall, the perception of AI's impact in content creation for advertising and marketing varies significantly across international markets. While some regions are enthusiastic about AI's potential to revolutionize the industry, others remain cautious or even apprehensive about its role in shaping the future of advertising and marketing content.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 437 and 2,045 for each market. All surveys were conducted online in June 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
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