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Increasingly, marketers are investing in artificial intelligence for content generation and customizing user journeys.
Despite this excitement, AI awareness among the general population remains relatively low, several studies find.
Research from Gartner in March, on why people’s opinions of ChatGPT impact brands, found that more than half (53%) of the 320 respondents have not yet heard of the AI tool.
Another study highlights the perception gap between brands and consumers. In an upcoming report by customer engagement platform Twilio on the State of Personalization, 81% of 500 businesses surveyed feel that recent AI tech, including ChatGPT, Google’s Bard, and AI-powered Bing, has the potential to positively impact customer experiences.
However, 59% of the 3,001 people surveyed said they aren’t comfortable with AI being used to customize their experiences, according to the report seen by Adweek.
“As marketers are racing to experiment with AI-powered personalization, they also need to prioritize thoughtful and responsible implementations,” said Joyce Kim, CMO at Twilio. “It’s a clear opportunity to move with the times by embracing first-party data as well as real-time data tools that can help manage data effectively.”
Below are charts that capture people’s awareness, where they place trust and their expectations on who should regulate AI.
Use of AI-enabled tools does not lead to awareness
The University of Queensland and KPMG surveyed people across 17 countries and found that 68% had used these common AI-enabled technologies, such as social media, chatbots and virtual assistants, yet two in five people (45%) were unaware that these tools were using AI. The use of AI does not necessarily translate into an increased understanding.
But there was more awareness of AI among people (75%) when used in voice activation through virtual assistants or for facial recognition (70%).