Three quarters of consumers say they have used generative AI, up sharply from just over half a year earlier, signaling that AI has moved from novelty to normalized behavior, according to the latest “AI & Audiences” report from Hub Entertainment Research. For advertisers, that shift means AI is now part of the audience environment, not a fringe experiment.
At the same time, familiarity does not equal comfort. About 75% of consumers say they understand how AI works, yet nearly 90% expect it to drive major change, with a third believing it will reshape daily life for everyone. The takeaway for brands is clear: audiences feel informed and optimistic, but they are also alert, cautious and paying close attention to how AI shows up in content and advertising.