Generative AI is raising profound cultural questions, transforming human interactions, and blurring boundaries between human creativity and machine learning. The symbiosis of AI and brand strategy can yield personalised consumer experiences, predictive content curation, and innovative marketing approaches.
At the same time, the wider cultural, societal, and regulatory context is complex and uncertain. How can brands implement Generative AI solutions in a way that is authentic, trusted, and brings value to consumers?
Through cultural analysis, Ipsos’ semioticians have uncovered the common cultural narratives around AI in TV, film, and media that have shaped our thinking, telling us more about how people may respond to applications of AI now and in the future. These narratives include:
- superiority over humans
- physical embodiment
- going rogue
- AI as a companion
Our paper explores the broader context at play and examines the very human reactions to AI that may impact consumer perceptions of authenticity, trustworthiness and value. Whether you are a brand seeking to navigate the complexities of AI or a cultural enthusiast curious about AI's societal implications, our latest thoughtpiece serves as your beacon.
ChatGPT and the rise of generative AI: navigating the changing landscape of AI
While the domain of Generative Artificial Intelligence (AI) has been growing in recent years, ChatGPT accelerated its adoption and broke through as the first “mass” Generative AI application. It is important to take notice and put this and other emerging tools in perspective as the implications of the technologies will be far reaching and very fast.