Perceived lack of benefits is the biggest barrier to generative AI adoption

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 about AI adoption: We’ve asked a lot of AI questions: what worries people, what fills them with wonder, what they’re doing, if they want it in their software, and more. Meanwhile, new tools drop and evolve every day bringing more and more uses to the experts and the average users. But we haven’t asked what keeps people from digging in.

What we found: The biggest barrier is a lack of need (33%) or perceived benefits, cited by one in five people. Even one in four people who said they were “very familiar” with AI tools say they don’t see the need for them. A lack of trust in the tools as accurate and useful is the second-highest reason given (26%). One in ten can’t afford the tools and 17% say they don’t understand how to use them. All of this points to a marketing challenge for tech companies – though likely a solvable one with the right creative and media.

More insights from this wave of the Ipsos Consumer Tracker:

Here's why younger shoppers still hit the mall

Most Americans tip, and think they tip enough

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