What brands should know about AI early adopters

Generative AI could transform the way brands do business. Ipsos has identified six unique user segments of AI from a survey of early adopters to understand what they want from these tools. Ipsos’ Kim Berndt explains.

07.31.23

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A recent Ipsos survey found that 16% of Americans say they’ve used a text-based or visual generative artificial intelligence system, such as ChatGPT, DALL-E or Bard. But while these users may be early adopters, Ipsos found that their interests vary widely, from “Optimizers” (who are using generative AI) and “Investigators” (who want a better source of information) to “Creators” (who look for creative tools and inspiration).

Successful brands build their product strategy around the needs of their audience. But when it comes to generative AI — a technology with dizzyingly broad appeal — there is no one type of user and no one type of use.

Brands will need to understand how different segments think about and engage with generative AI in order to build useful solutions and relevant messaging, says Kim Berndt, a senior vice president on Ipsos’ Market Strategy and Understanding team.