Rival Spark (June 2023) - Generative AI Report
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The document provides a summary of a market research report by Rival Spark on consumer and marketer attitudes toward artificial intelligence. Some key findings include: - Marketers are more bullish on AI than consumers, seeing both greater opportunities and threats from the technology. - Younger audiences see AI as more of a transformational force and threat to newer careers, while older audiences view it as mainly changing other people's lives. - Chatbots like ChatGPT are the most commonly used AI tools currently, but visual AI is gaining ground, especially among younger consumers and marketers. - Both groups believe humans currently outperform AI in creative tasks like storytelling, though marketers have more confidence in AI's potential.
Rival Spark (June 2023) - Generative AI Report
- 1. DON’T CHALLENGE THE MARKET, CHANGE IT. Rival Spark Generative AI: Do Androids Dream of Electric Timesheets? June 2023
- 2. Welcome! Thank you for viewing our Rival Spark report on Artificial Intelligence for June 2023 Rival is a marketing consultancy focused on helping brands grow and challenge market conventions. We want to understand what makes brands into Rivals to existing market dynamics and our Rival Spark research program aims to investigate the industry questions that can unlock this. Artificial Intelligence, despite the hype, is one of these technologies. It is poised, as we see in the research to disproportionately affect marketers - changing how we plan, create and execute marketing. More widely, AI looks to change how we tell stories and create content as people - helping everyone have a greater creative language to share with others. Our research is survey based, sampling in the US & UK using Attest. We know quantitative research is only part of the picture and everyone will draw different conclusions from the information within. We want to spark thought and debate around this and other issues, so please find us on our website, LinkedIn or email to let us know what you think, apply this to your brand or to collaborate on research. We’re excited to hear from you, DuBose Cole Co-Founder & Managing Partner [email protected]
- 3. Marketers Are More Bullish On AI Than Consumers While consumers across the US / UK are net positive about AI, marketers are significantly more bullish on the technology, especially those in the UK and men - potentially from increased industry hype and discussion about the potential of the technology Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
- 4. AI Knowledge & Attitudes About Its Impact Vary Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023 While both marketers and consumers are knowledgeable about AI and positive about it’s impact, attitudes vary significantly across audiences and markets - with marketers more knowledgeable and positive, as well as the UK vs. the US
- 5. Professionally, Marketers See AI Threats - Consumers Just See Change Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023 While both audiences see AI as changing their jobs, consumers are more likely to believe it's a transformational force, while marketers see a much greater threat
- 6. AI is Seen to Transform and Threaten Newer Careers Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023 Across ages, consumers have different opinions on the professional impact of AI, with younger consumers seeing it as a greater transformational force and a threat. The uncertainty and opportunity of AI is a double edged sword for those who want to scale with it.
- 7. Takeaway: For now, AI is something that changes someone else’s life Due to how it’s been discussed in wider culture, AI is seen a vague but transformational force - which is more likely to be seen as changing other people’s lives and careers vs. our own. For marketers, AI is a more tangible threat that has already begun to change the way we do business. As this extends even further, it looks to polarize marketers based on what they have at risk. For those with something to lose, it's more threatening, with younger respondents with newer careers see it as a dual opportunity and threat.
- 8. We Believe We’re in Creative Control vs. AI Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023 While marketers much more strongly believe they can tell AI from human generated content, potentially due to experience in creating it, both groups believe that humans will make better content for the foreseeable future
- 9. Older Audiences Believe AI Output Will Become More Human Over Time While all consumers believe humans will make better content than AI, older audiences believe that AI content will become increasingly similar to human created output - shifting a focus to AI content parity Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023
- 10. Senior Marketers See AI as Second to Humans in Creativity Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023 Seniority increases marketers confidence that humans will outperform AI in content creation - potentially shaping how organizations think about generative AI’s role
- 11. ChatGPT Leads the Generative AI Wave For both consumers and marketers, ChatGPT is the most heavily used tool, with 18% of consumers and 50% of marketers saying they use it at least weekly - though visual tools like Midjourney & Dall-E are finding a home within the marketing industry. Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
- 12. Consumers Use Chat AI, Know Visual AI Chat interfaces, such as ChatGPT and Bard are the most commonly used and known versions of Artificial Intelligence tools amongst consumers. While more visual options such as Midjourney and Dall-E are increasing in awareness due to social media content. Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023
- 13. Consumer Generative AI Use Declines with Age Across ages, regular consumer use of AI declines with age - most significantly dropping in the 55-64 segment across all options. 18-24s are most likely to regularly use a variety of tools including Midjourney, Claude and others - exploring creative options Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023
- 14. Marketers Engage Widely With Generative AI Tools For both consumers and marketers, ChatGPT is the most heavily used tool, with 18% of consumers and 50% of marketers saying they use it at least weekly - though visual tools like Midjourney & Dall-E are finding a home within the marketing industry. Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
- 15. Senior Marketers Say They’re Most Engaged With Generative AI Regular generative AI usage appears to be top down, with senior marketers most likely to say they regularly use a variety of tools vs. juniors or the general public - potentially reflecting senior enthusiasm with the commercial potential of the technology Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
- 16. Takeaway: Today it’s Chat, Tomorrow It’s Everything For consumers, AI means very specifically asisstants and ChatGPT, with chat integrating in everything from music apps to fast food - though as generative AI matures, wider users will become more prominent. For marketers, AI means a variety of things, with the industry considering how to use it in their daily work life. However, junior employees have yet to embrace it in a way senior leaders have - highlighting a need to make it more tangible. However, as everyone from social networks to Adobe roll out greater AI functionality, use looks to increase across seniority for marketers. Example: Wendy’s Chatbot Drive-Thru As one of a number of fast food chains experimenting with AI, Wendy’s has partnered with Google to utilize AI assistant technology to automate its drive through experience
- 17. Positivity Towards AI Output Skews Towards Curation Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023 When asked if they feel positively or negatively about different AI outputs, consumers and marketers were more likely to feel positive about the personalization benefits of AI (curating data for discounts, products, etc.) vs. the pure creation or recreation potential of it
- 18. Human-Like Content Most Polarizes Consumers By Age While younger audiences are most positive about all potential AI outputs, older audiences are show negativity towards Deepfakes or human-like interactive content Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023
- 19. AI is Seen to Be Strongest at Creating Marketing Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023 Relative to a human creating it, both marketers and consumers believe advertising and marketing use cases are where AI can outperform humans AI Better Human Better
- 20. Consumers Believe AI Best Creates Less Evocative Content Consumer attitudes towards AI performance see many different AI generated outputs as equal to a human creating them - however, more emotional and evocative content, such as a movie or a book is seen as a weaker area Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023
- 21. Older Audiences Are Most Likely to Believe AI is Lacking vs. Humans Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023 Whereas emotive tasks are perceived to be human’s domain, older audiences believe humans can outperform AI in every task listed AI Better Human Better
- 22. Most Marketers Believe AI Performs Best in Ads & Finance Within marketers, over half believe AI can make a better online ad and financial recommendation than a human can, while TV ads and branding are also reaching near majorities Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
- 23. Takeaway: Artificial Intelligence Can Help Us Find Something, But Can It Make Us Feel Something? AI is rapidly progressing from novelty to a useful tool for advertising, finance and recommendation. As consumer perceptions of what AI can do expand with new use cases, it looks to become less about AI generated content, and more about good content that was generated by AI - especially to establish emotional credentials. Defining what the process is to create evocative AI generated content, through innovation nd new processes, will shape how the industry utilizes it. Example: Nothing, Forever - Infinite Seinfeld Using generative AI and streaming on Twitch, Mismatch Media, created a stream of artificially created Seinfeld sketches. After being stopped due to transphobic jokes, it was restarted - highlighting the challenge of bias and content in generative content.
- 24. AI Fooling Others & Impersonation Are Biggest Concerns Both Consumers & Marketers are most net concerned about the impact of AI in fooling others or impersonating them - balancing the belief that AI is incredibly capable with the personal attitude that individuals won’t be fooled personally by AI content Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
- 25. Older Audiences Are More Concerned About AI Threats 45+ consumer audiences show a consistently higher level of worry around the potential threats of Artificial intelligence, while 18-24s were relatively less worried in every way aside from professional implications Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023
- 26. Takeaway: Fool Me Once, Then Shame on AI Consumer worries around AI are focused towards how others or society will be fooled, as individuals believe they’re able to identify what’s AI generated. However, increasing AI innovation and refined content will make it harder to identify what’s AI created, Increasing confusion on the veracity of content will increase the need for brands to curate, verify and guide consumers Additionally, privacy concerns on the data used to train models looks to shift public attitudes. Large scale privacy incidents or impersonation are looming to potentially shift wider consumer privacy behaviours Example: Intel’s Fake Catcher To combat consumer concerns around AI impersonation and fake content, Intel has developed deep fake detection technology which claims to have a 96% detection rate.
- 27. Fake Content & Control Worry Marketers Professionally Marketers have wide professional concerns when it comes to AI, balancing out their attitudes towards the technology’s potential. Fake content, copyright and privacy concerns top the issues bothering marketers about AI. Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
- 28. Takeaway: Welcome to the Age of the Brand API Industry worries around copyright, asset usage and liability are a pressing concern for marketers. Building a brand as AI usage increases will be a question of understanding and planning for content provenance. Providers such as Adobe are already heading off copyright concerns for creators in Adobe Firefly by offering to cover costs for any copyright liability suits stemming from its platform. For brands, understanding how your assets will be used and adapting accordingly will be key. Similar to a software API, the structuring and distribution of content will give marketers an opportunity to interface with a wide number of generative technologies - with varying degrees of control. Example: Gucci As a Prompt Brands with distinct visual styles or numerous publicly available assets are disproportionately powerful in generatie AI tools - as shown with Midjourney’s use of Gucci as a prompt to create images that feel distinctly on brand
- 29. Check Out Our Other Rival Spark Research Rival Spark is Rival’s research and insight programme, identifying the trends, knowledge and data needed for brands to grow and change the way their markets operate. Find out more at www.wearerival.com or read other selected reports below. Rival Spark: How Brands Create Relationships What do consumers want from brands by sector, clarifying if an ideal brand relationship exists & what it might be? Rival Spark: The Rise of the Pufferfish Challenger What consumer trust exists in different media channels and how are challenger brands accessing trusted channels faster & earlier in their lives? Rival Spark: Brand Purpose - Will the Marketers Save Us? What are consumer & marketer attitudes to Brand Purpose? How do different causes and issues resonate with both audiences?
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