People still largely prefer humans to create content, not AI

The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.

Why we asked: We’ve been tracking this for a couple of years now so it was time to add another point to it. Also, we then asked a follow-up question about if humans and AI collaborate. Stay tuned for our next Insights to Activate, where you’ll hear more about that.

What we found: It’s interesting that there isn’t much movement as AI-created content proliferates. People still clearly prefer humans to create the content they read, watch and listen to. Those people haven’t heard the awesome AI-generated song Ipsos created for the American Dream issue of What the Future – a first-of-its-kind “audioization” of market research data. But I digress. 

About three in four want humans to create news and entertainment content. Two in three want humans making their marketing and even art content. My teenagers don’t want AI to make anything ever and glared at me when I told them about the AI song experiment. The New York Times is welcome to quote them in their “Gen Z thinks AI is ruining the world” trend piece, because I have three kids and that’s how journalists count: 1-2-TREND!”

More insights from this wave of the Ipsos Consumer Tracker:

Fewer Americans are planning to cut back on items due to tariffs

Half of Americans don’t know electric vehicle tax credits are expiring; few are planning a purchase

A plurality of parents expect to spend the same on back-to-school

Americans think America’s greatness continues to decline

The Ipsos Vibe Check: Here's how Americans feel about the government this week 

The Ipsos Care-o-Meter: What does America know about vs. what does America care about?