Intelligence
Whether you’re ready or not, the AI era has arrived. Here’s what brands, businesses and policymakers need to know about the potential risks and rewards of this technology, and how to navigate the tension between the wonder of AI and the worries about its potential.

Humans need a reason to adopt a new technology. It needs to solve a problem or align with something humans value, like saving time or adding convenience or creating entertainment. AI tools can do all those things. That’s the wonder of AI. But humans also value safety, economic security and privacy. AI can threaten each of those. That’s the worry of AI. AI is capable of wondrous things if we can get past our worries. It’s already all around us, and easier to use than ever. But it’s likely to be a bumpy road for the next several years.
What the Future: Intelligence explores how the future of AI will shape how we work, earn, live, watch and care for ourselves and each other.
For more foresight content, subscribe to the What the Future newsletter for new topics each month. And join us on August 16 for our What the Future: Intelligence companion webinar, which will guide you through the latest data, interviews and brand implications.
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Letter from the Editor
AI’s future will hinge on the tension between wonder and worry Matt Carmichael, What the Future editor, head of the Ipsos Trends & Foresight Lab |
Interviews & Features
How tech will drive AI’s growth by solving for human values Nicole Alexander, global head of marketing, Meta; professor of marketing and technology, New York University |
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What brands should know about AI early adopters Brand insights from Ipsos’ Kim Berndt |
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The future opportunity for AI is cross-cultural intelligence Brand insights from Ipsos’ Janelle James |
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How we can build needed trust in AI through equity Annie Hardy, senior visioneer, Cisco Systems |
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Why responsible AI will unblock our worries Brand insights from Ipsos’ Lorenzo Larini |
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Why ethics should be at the center of new AI tech Taryn Southern, chief storytelling officer, Blackrock Neurotech |
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Why humans plus AI are key to revolutionizing healthcare Kyu Rhee, M.D., senior scholar, Stanford School of Medicine |
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How AI will transform the patient journey Brand insights from Ipsos’ Ashwin Balasubramanian |
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How AI will help people be more creative Chris Duffey, author; strategic development, Creative Cloud, Adobe |
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Why AI ad testing needs a human perspective Brand insights from Ipsos’ Rachel Rodgers |
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How AI can make qualitative research faster and smarter Brand insights from Xperiti's Yadin Soffer |
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What it will take to help people trust AI for democracy Ginny Badanes, senior director, Democracy Forward, Microsoft |
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Creating better AI-driven user experiences through transparency Brand insights from Ipsos’ Pip Mothersill |
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How AI can reduce the friction in work and life Peter Schwartz, senior vice president of strategic planning, Salesforce |
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Brand insights from Ipsos’ Trevor Sudano |
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