Welcome to the AI party! ChatGPT has just celebrated its half birthday!
We know it’s not a birthday you’d normally make a song and dance about but since it came into our lives on 30 November 2022, ChatGPT continues to dominate daily headlines, along with wider discussions and musings on generative AI. It’s safe to say that there isn’t really a day that goes by without something being mentioned in the news.
So let’s talk about it.
AI is permeating our everyday lives and encroaching into the mainstream at a remarkable pace – many brands are now using it in a host of different ways. Although it’s great to see brands embracing AI and ChatGPT, it’s crucial that they don’t make the mistake of hiding the fact that they’re using it – because at the heart of any brand activity is a consumer base, and behind that consumer base lies many inquisitive and unforgiving humans who expect to be told when they’re at an AI party, and when they’re not.
Although every sector is either invited to or enjoying the AI party, a concern is that we’ve overlooked consumer trust in brands’ use of AI.
Earlier this year, my organization surveyed over 2,500 consumers from the UK, US, France, Spain and China, and the overall results indicate that nearly three quarters (74%) of global consumers feel positive about AI tools in general.
Promising, right?
However, a closer look at the research unveils a more nuanced reaction to brands’ specific use of AI, and shines a light on some key factors for them to consider.
Transparency
Someone once said “Trust takes years to build, seconds to break, and forever to repair.” It’s a saying that many brands keep at the forefront of their values, as they should; but it’s important it’s extended to their use of AI. Right now, brands have a unique chance to set the standard for how AI is used to connect with their consumer base. As the AI party gets wilder – on course for full-blown rave – legislation and regulation (think GDPR) will inevitably make it trickier to clarify those values – so brands should use it as ethically as possible now, to avoid being caught out further down the road. This is a pivotal moment where brands can make the choice to disclose their use of AI; and the data is there to prove it, with 80% of the consumers surveyed saying that they wanted brands to let them know when and how they use AI.
Why?
Because, AI isn’t just used for fun or in a select few industries anymore. It’s being threaded through many aspects of our lives: the media we choose, and which we’re exposed to, the way we shop, and how we live at home.
Not only can AI take decisions, it can create: it enables the fabrication of voices, words and even images of real people.
It’s scary stuff and it’s entirely understandable that consumers are upset about the potential of unrealistic expectations and information that is just plain wrong or “fake news” – and it’s why our survey respondents are concerned about brands not fully disclosing their use of AI.
With sensitivity to consumers’ reservations and uneasiness, brands should want to invite consumers on the journey of AI enablement, at the moments where new and different AI marketing practices emerge. There are no two ways about it: transparency between brand and consumer is the way forward.
I’m Not Scared, You Are
85% of 3,000 respondents in a recent survey by McKinsey revealed that before making a purchase, they wanted to understand the company’s data privacy policies. 72% of respondents wanted to know a company’s AI policies before making a purchase. In our survey, we asked UK consumers how they would feel about their favorite brand disclosing that they are now using AI to produce written materials and communications and 40% of them said it wouldn’t impact their trust of the brand. On the contrary, 59% said they’d either be likely or very likely to make a purchase from a brand that was making use of AI. Transparency, therefore, remains vital to consumer trust and can directly impact the bottom line.
The number of opportunities to use AI are not infinite, but it can feel that way. So where should brands start? A straightforward place would be with the most basic tasks: product descriptions, website captions, factual copy. When surveyed, 66% of respondents felt good about AI being used for these sorts of things.
Small steps, but a sensible start.
So where, then, is the greatest hesitancy? It looks like this sits at the other end of the marketing spectrum with personal communications, including social media posts and direct emails from companies. It’s worth saying that the number of respondents with wholly negative feelings towards AI were few and far between in all the categories. If brands welcome being transparent and genuinely encourage openness across their brands then it seems likely and extremely possible that consumers will support them.
Key takeaways? Have confidence. It’s a crazy and fascinating time to be a part of the ongoing developments with AI. After so much time talking about it – normally including with reference to either Terminator or Her, and sometimes Ex Machina – it’s time to take action. Let’s be well-behaved party guests. Let loose and have fun, but still with responsibility. And let’s allow brands to invite consumers along so everyone can have a good time. See you on the dance floor.
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