The impact of AI today is both impressive and overwhelming. From customer service chatbots to product and content recommendations, from fraud detection software to advanced augmented reality in video games, AI seems to now be integrated in everything everywhere all at once.

While this widespread adoption has many benefits, it has also led to rising concerns among consumers. A recent Reach3 Insights study reveals that the percentage of American consumers worried about AI has quadrupled in just the last year.

Our study used a mobile-first, conversational approach on the Rival Technologies platform. Following up on our successful research from last year, we engaged 1,400 American consumers aged 13 to 59, focusing only on those familiar with AI.

Why Reach3 is Exploring AI’s Impact on Consumers and Businesses

Our ongoing research into AI is driven by what we hear from our clients and partners. More research teams from various sectors—tech, media, retail, CPG, and healthcare—are eager to understand consumer sentiment, emerging market opportunities, and the overall impact on behavior.

In the customer insights field, AI is a key feature of our conversational research solutions and the Rival Tech market research platform.

On a personal note, I’m also very interested in this topic. As a recent high school graduate, I’ve observed my generation using AI for practical tasks like creating outlines for essays or generating lines of code. However, I've also seen alarming news stories about the technology's misuse. AI can create deepfakes, spread misinformation, and manipulate people. The risks are real; for instance, one multinational company lost $26 million due to a deepfake video.

Our interest in AI goes beyond curiosity. We believe it can benefit our clients, the market research industry, and the public. Thankfully, our conversational research approach allows us to gather robust quantitative data alongside candid qualitative feedback from real people.

Consumer Worries About AI Grew 4x in the Past Year

Our research confirms that AI’s visibility is increasing. Over three-quarters (78%) of Americans are now familiar with AI—a 65% rise from last year.

To grasp AI's value for consumers, we asked participants how they would describe it to a friend or family member. Many referred to AI as an "intelligent computer program" or "a great tool for learning and research."

How Consumers Would Describe AI

“Artificial intelligence is basically a smart search engine that can help people find what they need quicker and more easily.” [She/her, age 21-30]

“A computer program that can complete tasks you request. This can range from image generation to coding to creating a recipe or trip itinerary. It is customizable and able to easy to edit in real-time. Can save so much time.” [She/her, age 21-30]

“I would describe it as kinda scary. Who knows where this will lead. I mean, movies about it have usually not had good outcomes! When computers "get a mind of their own", where does it lead? We rely on them for pretty much everything already. If they "turn against us" it could be VERY bad.” [She/her, age 41-50]

“Artificial intelligence are help tools. I call them help tools because they make using technology easier. They understand voice command, do your research for you, customize your needs, write for you, provide recommendations when you need one, etc.” [She/her, age 21-30]

“I think there are endless possibilities. I consider myself to be a gifted writer, but when I have AI rewrite something for me, I’m blown away by how much better it is.” [He/him, age 51-60]

However, our findings show a significant decline in enthusiasm for AI. Over two-thirds (67%) of participants expressed mixed or neutral feelings about the technology, while only 15% felt positively.

When we asked about their excitement for AI, 60% expressed excitement or cautious optimism—a decline of 18% from last year. More worryingly, the percentage of consumers concerned about AI surged from 5% in 2023 to an astounding 22% in 2024.

The qualitative data we collected through open-ended responses and video feedback (thanks to our tech, which integrates quant and qual data) reveals what drives this fear.

Many participants worry that large language models could develop a "mind of their own." Concerns also include data privacy, job loss, and the potential dangers AI brings into our lives. Respondents highlighted worries about its negative impact on creativity and our ability to think independently, describing a "dumbed down" society.

Why More Consumers are Becoming Worried About AI

“I think about all the terrible ways AI has been abused already, stealing from artists, fake 'creating' music and content and things that have no soul, but are only there for profit. I think of the lost job opportunities the loss of motivation many artists and workers feel at the onslaught of AI technology.” [He/him, age 13-20]

“The concept of AI is good, but the current practicality is poor. Employers are poised to replace workers with AI; AI is learning too many things and not quite getting them right, you need the human element; society is dumbing down because they are losing critical thinking skills and the ability to write, compute, draw, etc.” [He/him, age 41-50]

Americans Value AI for Simplifying Daily Tasks

For brands developing AI capabilities, understanding the fears driving consumer sentiment can help shape products and services that resonate. By testing marketing messaging and identifying barriers to entry, you can address these concerns and ensure clear communication with your target market.

So, what do consumers want from AI products? According to our research, it’s straightforward: simplicity. Reliability, enhanced security, and continuous improvement are also important. Notably, attributes like personalization are more valued by Gen Z compared to older cohorts.

Getting Ongoing, Real-time Consumer Insights on AI

Our research highlights the need for brands to continually engage with consumers about AI. The landscape is changing rapidly, along with consumer expectations, behaviors, and attitudes.

Companies must capture accurate, real-time feedback from consumers. From our experience, an insight community (like our Community 2.0 solution) is one of the best ways to facilitate this. It allows for high-quality quantitative, qualitative, and video feedback from consumers you’ve recruited directly. For navigating the AI landscape, a research community can support various use cases, including concept testing, message testing, competitive analysis, customer journey mapping, and even user experience (UX) research.

If you're seeking a full-service market research partner to understand what's next in AI, Reach3 has the expertise you need. Our team of specialists in the tech industry can guide you through what lies ahead.

We're just beginning to explore this topic. This latest wave of our research on AI also uses a "Jobs to be Done" framework to understand the immediate and practical uses of AI in consumers’ lives. If you want to learn more, be sure to subscribe to the Reach3 blog or follow us on LinkedIn for the latest.