Almost three-quarters of consumers want brands to be honest about using artificial intelligence (AI) and are calling for greater marketing transparency, reveals a new IPA report.
The research ‘Attitudes towards future AI engagement‘ found that 74% of 2,000 surveyed UK adults believe brands should be transparent in their use of AI-generated content, while 75% want to be notified when they’re not dealing with a real person.
Speaking to over 2,000 adults, researchers were able to delve into people’s beliefs about the ethics and etiquette around using artificial intelligence. They found that consumers want brands to be honest about using AI-generated content and to closely regulate fully automated AI-driven marketing campaigns.
The report also revealed that two-thirds (67%) of people believe artificial intelligence should not impersonate a real human or act as if it has a personality – although this figure is down from 74% in 2018.
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In addition, the report showed that consumers want to be controlled less now than they did five years ago; only 51% of people surveyed believe artificial intelligence should have the right to report them – a significant decrease from the 67% recorded in 2018.
Other findings included three quarters of consumers believe artificial intelligence should be regulated and humans should be liable. The time period between 2023 and 2018 saw a 25% decrease (from 64% to 48%) in the number of people who think that they should be polite when interacting with artificial intelligence.
IPA president, Josh Krichefski, said: “AI provides incredible opportunities for our business. 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.”
