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EMARKETER

US Consumer Sentiment Survey: AI Adoption

As Companies Embrace AI, Consumers Signal They Need More Time and Value

Report by Jacob Bourne  |  Feb 13, 2025
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Table of Contents
Executive Summary
Consumer skepticism challenges AI’s rapid industry adoption
AI search faces a trust deficit
Despite unease, consumers anticipate AI advertising surge
AI and AR shopping tools face consumer hesitancy
Implications for marketers
Sources
Media Gallery
About This Report
A September 2024 CivicScience/EMARKETER survey reveals consumer hesitancy toward AI tools. But data also pinpoints areas of receptivity, offering brands a blueprint for strategic implementation.
Topics
Artificial Intelligence (AI)
Consumer Attitudes on Marketing
Marketing Technology
US
Table of Contents
Executive Summary
Consumer skepticism challenges AI’s rapid industry adoption
AI search faces a trust deficit
Despite unease, consumers anticipate AI advertising surge
AI and AR shopping tools face consumer hesitancy
Implications for marketers
Sources
Media Gallery

Brands and retailers are rapidly deploying AI solutions—but data from a CivicScience and EMARKETER survey shows consumers aren’t fully ready to trust the technology.

Key Question: How do consumers feel about AI-powered shopping and marketing experiences—and what do their views mean for brands’ implementation strategies?

Nearly Two-Thirds of US Adults Feel Uneasy About AI-Generated Ads (% of US adults, Sep 2024)
E-Mail ChartDownload

Key Stat: Almost two-thirds (65%) of consumers are uncomfortable with AI-generated ads.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

15charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Consumer skepticism challenges AI’s rapid industry adoption
  3. AI search faces a trust deficit
  1. Despite unease, consumers anticipate AI advertising surge
  2. AI and AR shopping tools face consumer hesitancy
  3. Implications for marketers
  1. Sources
  2. Media Gallery

Charts in This Report

Nearly Two-Thirds of US Adults Feel Uneasy About AI-Generated Ads (% of US adults, Sep 2024)Consumers Have Become More Familiar With ChatGPT but Use Is Far From Ubiquitous (% of US adults, Dec 2022-Sep 2024 )
Consumer Concerns About AI Tools Peaked in Q3 2024 (% of US adults, April 2023-Dec 2024 )Over One-Third of Consumers Are Very Uninterested in Using AI Search (% of US adults, Sep 2024)
Less Than 10% of Consumers Strongly Trust AI Search Results (% of US adults, Sep 2024)Most Consumers Expect Widespread Brand Adoption of AI to Sell Products (% of US adults, Sep 2024)
Almost 40% of Consumers Think AI Will Negatively Affect Their Lives (% of US adults, Dec 2024)Consumers Are Overwhelmingly Uncomfortable Sharing Personal Data With AI Shopping Tools (% of US adults, Sep 2024)
Nearly 60% of Consumers Aren't Interested in Shopping With AI Virtual Try-On Tools (% of US adults, Sep 2024)AR Shopping Apps Are Showing Gradual Acceptance Among Consumers (% of US adults, Jan 2019-Jan 2024)
AI Customer Service Chatbots Struggle to Meet User Needs (% of US adults, Sep 2024)Few Consumers Have Recently Used AI Chatbots for Shopping Assistance (% of US adults, Sep 2024)
Image Search Leads AI Shopping Tools in Consumer Interest (% of US adults, Sep 2024)Consumers Are Slow to Adopt AI Search Features (% of US adults, Sep 2024 )
Apparel Shoppers Still Rely on Traditional Size Guides as Virtual Try-Ons See Limited Adoption (% of US adults, Sep 2024)

authors

Jacob Bourne

Contributors

Vladimir de Leon
Chart Editor
Nikolai Dineros
Chris Keating
Director, Research
Wendy Malloy
Director, Reports Editor
Jennifer Pearson
VP, Research
Yoram Wurmser
Principal Analyst
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