The Princess of Wales stirred up controversy last month when she posted a supposedly photoshopped picture of herself and her children on Mother’s Day after undergoing stomach surgery. This led to speculation about how the royal family may have used AI technology in the past to manipulate images. The situation escalated when the Princess announced her cancer diagnosis in a video that some believed was generated by AI or a hologram, further fueling distrust among social media users.
As awareness of AI technology grows, consumers are becoming increasingly skeptical of media and advertising content. A study from the University of Waterloo found that only 61% of participants could distinguish between AI-generated people and real ones. The introduction of generative AI, or genAI, has made AI technology more accessible to the average person by allowing them to actively engage in creating something new. This has led to a surge in genAI familiarity, with only a small percentage of consumers unaware of its existence.
With increased awareness comes heightened distrust, with 77% of US and UK consumers believing that companies should disclose the use of generative AI in their interactions. Only 31% of these consumers would trust information provided by genAI. This has led consumers to become AI detectives, questioning the authenticity of the content they encounter. Brands and organizations are under pressure to maintain transparency to avoid the backlash that can arise from misusing AI technology, as seen in cases like the Willy Wonka experience in the UK and Under Armour’s controversial AI ad.
To build consumer trust, brands and organizations must prioritize authenticity by demonstrating the value they provide and fostering meaningful connections with consumers. They can also benefit from implementing a process for intelligent creativity, which involves using AI and data to inspire creativity and boost consumer trust. By adopting these strategies, businesses can navigate the challenges posed by AI distrust and proactively enhance their genAI strategy without facing a PR crisis.
For more insights on consumer behavioral backlash towards genAI and tips on improving your genAI strategy, consider attending Forrester’s CX Summit North America. This event will provide valuable information on how to effectively leverage AI technology while avoiding potential pitfalls. Principal Analyst Audrey Chee-Read offers valuable insights into this topic, shedding light on the importance of transparency and authenticity in the age of AI technology.
