Ipsos: Consumers Show Mixed Feelings on AI Amidst Worry and Wonder

Artificial intelligence (AI) evokes a complex mix of excitement and anxiety among global consumers, according to the Ipsos "AI Monitor 2025" report, which surveyed 30 countries. While 52 percent of respondents expressed excitement about AI-driven products and services, a nearly equal percentage (53 percent) reported feeling nervous about its advancements. This tension mirrors a broader societal paradox where a majority believe technology is necessary to solve global issues, yet simultaneously feel it is "destroying our lives."

The report highlights significant regional disparities in attitudes. Anglophone countries, including the U.S., Great Britain, Canada, and Australia, exhibit higher levels of nervousness compared to excitement. Conversely, Southeast Asian markets show a more positive outlook, while European markets present a mid-range level of enthusiasm with less pronounced nervousness. Japan stands out as an outlier with neutral sentiments. The overall level of nervousness remains relatively flat year-over-year but has increased considerably since 2022, prior to the widespread public release of generative AI tools like ChatGPT.

Concerns about AI's impact on the job market are prevalent. Globally, only 31 percent believe their national job market will improve due to AI, with 35 percent anticipating a worsening situation. However, perspectives on personal employment prospects are more optimistic: 38 percent expect their own jobs to improve, versus 16 percent who fear a decline. A widespread concern across nearly all markets is the potential for AI to exacerbate disinformation.

Consumers express particular discomfort with AI applications in political advertising, news writing, screening job applicants, and generating disinformation. Despite these reservations, a strong majority (79 percent) expect companies to disclose their use of AI. Furthermore, when presented with various content creation scenarios, most individuals currently prefer human-generated content over AI-produced alternatives. Ipsos suggests that the level of AI enthusiasm in different markets is strongly linked to their economic outlook, with countries expecting AI to boost their economies showing greater positivity.

The report also touches upon brand trust. Consumers are divided on whether they would trust brands more or less for using AI in marketing. Data from the survey indicates that 54 percent trust their governments to regulate AI responsibly, whereas only 48 percent trust companies using AI to keep their data secure. This suggests a gap in confidence between regulatory oversight and corporate data practices.