A new survey has revealed that three quarters of consumers want brands to disclose their use of artificial intelligence.
The study, commissioned by the IPA, found that the majority of people felt that automated AI-driven marketing campaigns should be “carefully regulated.”
Opinium questioned 2000 people aged 18+ about the ethics and etiquette of using AI and follows a similar survey from 2018.
74% of respondents believed that brands should be transparent in their use of AI-generated content;
75% wanted to be notified when they are not dealing with a real person. While high, that’s down from the previous survey, when the figure was 84%.
67% said that they didn’t think that AI should “pretend” to be human or act as it it had a personality. This is also a fall since 2018 (74%).
The survey also asked how people felt about being policed by AI.
51% said that AI should have the right to report them if they are engaging in an illegal activity. Down from 67% in 2018.
42% added that they thought AI should be allowed to make it known if it disagreed with them (2018: 51%).
Almost three-quarter of consumers said AI should be regulated and that humans must accept liability
Focusing on marketing, 72% of those questioned said that fully automated AI-driven marketing campaigns should be carefully regulated.
“AI provides incredible opportunities for our business,” said Josh Krichefski, IPA President and CEO, EMEA & UK, GroupM.
“As these findings demonstrate, however, the public are understandably cautious about its use – and increasingly so in some areas. It is therefore our responsibility to be transparent and accountable when using AI to ensure the trust of our customers.”
