Consumers distrust generative AI more than other digital tools, judging by a new study by Kearney Consumer Institute: "Armageddon or AI-Get-On: Can AI Regenerate Consumers’ Trust In
Brands?"
Of the individuals polled, 44% do not usually trust generative AI.
In contrast, 32% apiece say the same about personal AI assistants, social media and
online forums. Only 5% generally distrust the internet and websites.
Overall, most people are optimistic but wary.
Both U.S. and U.K. consumers all worry
about:
- The loss of human connection
- Data privacy
- Losing control/AI taking over the
world
But they also feel that AI could improve their lives in these ways:
- Faster customer service
- Lower the cost of products or services
- Create products more efficiently
Consumers say they trust a human more in these
instances. In no case do they trust AI more.
- Ordering food—37%
- Learning new skill (e.g., cooking)—48%
- Customer
service—50%
- Travel agent—50%
- Social media influencer—52%
- Financial
advisor—61%
- Medical professional—78%
- Therapist—79%
Roughly half of
consumers across geographies have tried Generative AI.
The study notes that earning consumers’ trust requires meeting expectations and mediating
concerns.
On the benefit side, AI reduces friction. It increases the efficiency of transactions and shopping experience.
Also, it leads to improved
personalization and curation through superior algorithms.
But brands have to be worry about these consumer trust-busters:
- Consumers may get
frustrated, if they cannot get to a real person or are asked to change their behavior.
- Data usage can quickly shift from helpful to
invasive.
Here are two “Brand Watchouts:”
- Not everything that can be automated should
be.
- Additional data points may not improve without knowing the “why” behind the data.
In general,
people trust the following, in this order:
- Family
- Friends and coworkers
- Technology
- Brands and businesses
- Journalists
- Media
- Influencers and celebrities
- Government
Kearney Institute surveyed 7,000 consumers worldwide.