Very Human Reactions to AI – The impact of cultural expectations and what this means for brands

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?  

Key findings

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:

1. superiority over humans
2. physical embodiment
3. going rogue
4. 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.