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Conflicting Global Perceptions around AI present Mixed Signals for Brands

Conflicting Global Perceptions around AI present Mixed Signals for Brands

In an atmosphere of both worry and wonder surrounding the use of AI, trust issues abound. Our 30-country report reveals regional differences in the level of excitement about advances in artificial intelligence, confidence in responsible use, and expectations of future impacts.

5 June 2025

The Ipsos AI Monitor 2025

In the fourth annual survey into global attitudes surrounding AI, we place a spotlight on how companies and brands might use AI in the future – and how these uses would impact public trust. We also explore the ways people expect AI to impact their lives in the future – from the job market, to health, to day-to-day tasks.

Download the report

Key findings:

Excitement seems tied to economic outlooks: Fifty-two per cent, on average across 30 countries, say they are excited for products and services that use AI, compared to 53% who say AI makes them nervous. The countries most excited about AI tend to be the countries who most think it will benefit their economies (such as Thailand, Indonesia and Malaysia).
People more likely to trust governments than business on AI: Fifty-four percent say they trust their governments to regulate AI responsibly. But fewer (48%) say they trust companies that use AI to keep their data safe.
The jury is out on using AI in advertising: People are split on whether they would trust a brand more or less for using AI to create product images, reviews and descriptive copy.
If you use it, disclose it: Seventy-nine percent agree (40% strongly agree) that companies using AI should have to disclose that use.
We trust AI more than people not to discriminate: Fifty-four percent trust AI not to discriminate or show bias, ahead of the 45% who trust their fellow humans to be so fair.
Most already say AI has changed their lives: Globally, 53% say that AI products and services have changed their lives in the past 3-5 years. And the best (or worst) is yet to come: two in three (67%) think that AI will change their lives in the next 3-5 years.

Ipsos Global AI Monitor Report 2025

The 2025 Ipsos AI Monitor shares public opinion around AI, demonstrating significant regional and national differences in attitudes, as it delves into the factors affecting how advances in AI are received. Download the full report to access country-level data, trends over time, breakdowns by generations, and implications for brands.