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.

The author(s)
  • Matt Carmichael What the Future editor and head of the Ipsos Trends & Foresight Lab
Get in touch
Download the full What the Future: Intelligence issue
Download the full What the Future: Intelligence issue

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.

Register for our webinar now

For full results, please refer to the annotated questionnaire


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

What the Future: Intelligence | Matt Carmichael

Test


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

What the Future: Intelligence | Portrait of Nicole Alexander

What brands should know about AI early adopters

Brand insights from Ipsos Kim Berndt

What the Future: Intelligence | Portrait of Kim Berndt

The future opportunity for AI is cross-cultural intelligence

Brand insights from Ipsos Janelle James

What the Future: Intelligence | Portrait of Janelle James

How we can build needed trust in AI through equity

Annie Hardy, senior visioneer, Cisco Systems

What the Future: Intelligence | Portrait of Annie Hardy

Why responsible AI will unblock our worries

Brand insights from Ipsos Lorenzo Larini

Portrait of Lorenzo Larini

Why ethics should be at the center of new AI tech

Taryn Southern, chief storytelling officer, Blackrock Neurotech

What the Future: Intelligence | Portrait of Taryn Southern

Why humans plus AI are key to revolutionizing healthcare

Kyu Rhee, M.D., senior scholar, Stanford School of Medicine

What the Future: Intelligence | Portrait of Kyu Rhee, M.D.

How AI will transform the patient journey

Brand insights from Ipsos Ashwin Balasubramanian

What the Future: Intelligence | Portrait of Ashwin Balasubramanian

How AI will help people be more creative

Chris Duffey, author; strategic development, Creative Cloud, Adobe

What the Future: Intelligence | Portrait of Chris Duffey

Why AI ad testing needs a human perspective

Brand insights from Ipsos Rachel Rodgers

What the Future: Intelligence | Portrait of Rachel Rodgers

How AI can make qualitative research faster and smarter

Brand insights from Xperiti's Yadin Soffer

What the Future: Intelligence | Portrait of Yadin Soffer

What it will take to help people trust AI for democracy

Ginny Badanes, senior director, Democracy Forward, Microsoft

What the Future: Intelligence | Portrait of Ginny Badanes

Creating better AI-driven user experiences through transparency

Brand insights from Ipsos Pip Mothersill

What the Future: Intelligence | Portrait of Pip Mothersill

How AI can reduce the friction in work and life

Peter Schwartz, senior vice president of strategic planning, Salesforce

What the Future: Intelligence | Portrait of Peter Schwartz

Future Jobs to be Done

Brand insights from Ipsos Trevor Sudano

What the Future: Intelligence | Portrait of Trevor Sudano


 

 

Read next →
AI’s future will hinge on the tension between wonder and worry
 

 

Subscribe to the Ipsos What the Future Newsletter

 

Receive monthly insights, perspectives, and research tips from experts across all of Ipsos' specialty research practices.

SUBSCRIBE

The author(s)
  • Matt Carmichael What the Future editor and head of the Ipsos Trends & Foresight Lab