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Insight of the Day: The Ipsos AI Monitor 2024: Changing attitudes and feelings about AI and the future it will bring


  • Mixed Emotions Towards AI: Globally, there is a mix of excitement (53%) and nervousness (50%) towards AI, with variations across regions.

  • Trust in AI vs. Humans: People generally trust AI more than humans to avoid discrimination, except in Ireland.

  • Disinformation Concerns: A significant number of people (37%) believe AI will worsen disinformation online.

  • Knowledge Gap: Younger generations (Gen Z and Millennials) have a better understanding of AI compared to Baby Boomers.

  • Job Impact: More people expect AI to improve their jobs (37%) than worsen them (16%), but there are also concerns about job displacement (36%).

Key Takeaway:

The global perception of AI is complex, with both anticipation for its benefits and apprehension about its potential negative impacts. There is a clear generational divide in understanding AI, and concerns about disinformation and job displacement are prevalent.


The trend suggests a growing awareness and engagement with AI, but also a need for education and responsible development to address concerns and maximize the positive impact of AI.


The findings indicate that AI is becoming increasingly relevant in people's lives, shaping their expectations and concerns about the future. It is crucial to address the knowledge gap and build trust in AI to ensure its responsible and beneficial integration into society.

Implications for Brands:

  • Transparency: Brands developing or utilizing AI should prioritize transparency and clear communication about how AI is used in their products or services.

  • Education: Brands can play a role in educating consumers about AI to increase understanding and dispel misconceptions.

  • Responsible AI: Brands should demonstrate a commitment to responsible AI development and usage, addressing concerns about bias, discrimination, and job displacement.

  • Targeted Communication: Brands should tailor their communication strategies to different age groups, recognizing the varying levels of AI understanding.

  • AI-Powered Solutions: Brands can explore how AI can enhance their products or services to meet evolving consumer needs and expectations.

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