Embedding the audience: Putting audiences at the heart of Generative AI

At the close of 2022, Generative AI (or Gen AI) captured the public's imagination with the launch of ChatGPT by OpenAI. Remarkably, within just two months, ChatGPT amassed 100 million users. This rapid adoption has prompted media organisations to scrutinise the implications of Gen AI for their operations, audiences, and the broader industry landscape.

To navigate this new terrain, it is crucial to understand what our audiences think and want regarding Gen AI. While much of this understanding will come from direct experimentation and pilot projects, audience research also plays a vital role in ensuring we remain aligned with audience expectations. The BBC  worked with Ipsos on this report, which seeks to bridge this gap, providing key insights into audience attitudes and concerns.  

Key Insights from the paper 

1. Gen AI as a Permanent Disruptor: Audiences perceive Gen AI as a significant, enduring, and transformative technology in the media landscape.
    
2. Nervousness and Reassurance: There is a palpable anxiety among audiences about the potential impacts of Gen AI on media, particularly concerning creative roles. Audiences seek assurance from media companies regarding their approach to Gen AI.
    
3. Comfort Zones and Concerns: Audiences have begun forming instincts about where they are comfortable with Gen AI's use in media. For instance, they are more open to Gen AI for personalising media services but are warier of its application in news production.

This report offers valuable insights into how audiences currently perceive the use of Gen AI in media, highlighting areas of both excitement and concern. 

Authors

• Katherine Jameson Armstrong, Media Development, Ipsos 
• Sherry Nugent, Media Development, Ipsos
• Renuka Gupta, BBC
• Anna Parker, BBC