The document provides a summary of a market research report by Rival Spark on consumer and marketer attitudes toward artificial intelligence. Some key findings include: - Marketers are more bullish on AI than consumers, seeing both greater opportunities and threats from the technology. - Younger audiences see AI as more of a transformational force and threat to newer careers, while older audiences view it as mainly changing other people's lives. - Chatbots like ChatGPT are the most commonly used AI tools currently, but visual AI is gaining ground, especially among younger consumers and marketers. - Both groups believe humans currently outperform AI in creative tasks like storytelling, though marketers have more confidence in AI's potential.

1. DON’T CHALLENGE THE MARKET, CHANGE IT.
Rival Spark
Generative AI:
Do Androids Dream of Electric
Timesheets?
June 2023

2. Welcome!
Thank you for viewing our Rival Spark report on Artificial Intelligence for June 2023
Rival is a marketing consultancy focused on helping brands grow and challenge market conventions. We want to
understand what makes brands into Rivals to existing market dynamics and our Rival Spark research program
aims to investigate the industry questions that can unlock this.
Artificial Intelligence, despite the hype, is one of these technologies. It is poised, as we see in the research to
disproportionately affect marketers - changing how we plan, create and execute marketing. More widely, AI
looks to change how we tell stories and create content as people - helping everyone have a greater creative
language to share with others.
Our research is survey based, sampling in the US & UK using Attest. We know quantitative research is only part
of the picture and everyone will draw different conclusions from the information within.
We want to spark thought and debate around this and other issues, so please find us on our website, LinkedIn or
email to let us know what you think, apply this to your brand or to collaborate on research.
We’re excited to hear from you,
DuBose Cole
Co-Founder & Managing Partner
dubose@wearerival.com

3. Marketers Are More Bullish On AI Than Consumers
While consumers across the US / UK are net positive about AI, marketers are significantly more bullish on the technology,
especially those in the UK and men - potentially from increased industry hype and discussion about the potential of the technology
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023

4. AI Knowledge & Attitudes About Its Impact Vary
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
While both marketers and consumers are knowledgeable about AI and positive about it’s impact, attitudes vary significantly across
audiences and markets - with marketers more knowledgeable and positive, as well as the UK vs. the US

5. Professionally, Marketers See AI Threats - Consumers Just See Change
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
While both audiences see AI as changing their jobs, consumers are more likely to believe it's a transformational force, while
marketers see a much greater threat

6. AI is Seen to Transform and Threaten Newer Careers
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023
Across ages, consumers have different opinions on the professional impact of AI, with younger consumers seeing it as a greater transformational
force and a threat. The uncertainty and opportunity of AI is a double edged sword for those who want to scale with it.

7. Takeaway:
For now, AI is something that
changes someone else’s life
Due to how it’s been discussed in wider culture, AI is
seen a vague but transformational force - which is more
likely to be seen as changing other people’s lives and
careers vs. our own.
For marketers, AI is a more tangible threat that has
already begun to change the way we do business. As this
extends even further, it looks to polarize marketers
based on what they have at risk.
For those with something to lose, it's more threatening,
with younger respondents with newer careers see it as a
dual opportunity and threat.

8. We Believe We’re in Creative Control vs. AI
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
While marketers much more strongly believe they can tell AI from human generated content, potentially due to experience in creating it, both
groups believe that humans will make better content for the foreseeable future

9. Older Audiences Believe AI Output Will Become More Human Over Time
While all consumers believe humans will make better content than AI, older audiences believe that AI content will become increasingly similar to
human created output - shifting a focus to AI content parity
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023

10. Senior Marketers See AI as Second to Humans in Creativity
Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
Seniority increases marketers confidence that humans will outperform AI in content creation - potentially shaping how organizations think about
generative AI’s role

11. ChatGPT Leads the Generative AI Wave
For both consumers and marketers, ChatGPT is the most heavily used tool, with 18% of consumers and 50% of marketers saying they use
it at least weekly - though visual tools like Midjourney & Dall-E are finding a home within the marketing industry.
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023

12. Consumers Use Chat AI, Know Visual AI
Chat interfaces, such as ChatGPT and Bard are the most commonly used and known versions of Artificial Intelligence tools amongst consumers.
While more visual options such as Midjourney and Dall-E are increasing in awareness due to social media content.
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023

13. Consumer Generative AI Use Declines with Age
Across ages, regular consumer use of AI declines with age - most significantly dropping in the 55-64 segment across all options. 18-24s are
most likely to regularly use a variety of tools including Midjourney, Claude and others - exploring creative options
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023

14. Marketers Engage Widely With Generative AI Tools
For both consumers and marketers, ChatGPT is the most heavily used tool, with 18% of consumers and 50% of marketers saying they use
it at least weekly - though visual tools like Midjourney & Dall-E are finding a home within the marketing industry.
Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023

15. Senior Marketers Say They’re Most Engaged With Generative AI
Regular generative AI usage appears to be top down, with senior marketers most likely to say they regularly use a variety of tools vs.
juniors or the general public - potentially reflecting senior enthusiasm with the commercial potential of the technology
Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023

16. Takeaway:
Today it’s Chat,
Tomorrow It’s Everything
For consumers, AI means very specifically
asisstants and ChatGPT, with chat integrating in
everything from music apps to fast food - though
as generative AI matures, wider users will become
more prominent.
For marketers, AI means a variety of things, with the
industry considering how to use it in their daily work life.
However, junior employees have yet to embrace it in a
way senior leaders have - highlighting a need to make it
more tangible.
However, as everyone from social networks to Adobe
roll out greater AI functionality, use looks to increase
across seniority for marketers.
Example:
Wendy’s Chatbot Drive-Thru
As one of a number of fast food chains experimenting with AI, Wendy’s
has partnered with Google to utilize AI assistant technology to
automate its drive through experience

17. Positivity Towards AI Output Skews Towards Curation
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
When asked if they feel positively or negatively about different AI outputs, consumers and marketers were more likely to feel positive about the
personalization benefits of AI (curating data for discounts, products, etc.) vs. the pure creation or recreation potential of it

18. Human-Like Content Most Polarizes Consumers By Age
While younger audiences are most positive about all potential AI outputs, older audiences are show negativity towards Deepfakes or
human-like interactive content
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023

19. AI is Seen to Be Strongest at Creating Marketing
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
Relative to a human creating it, both marketers and consumers believe advertising and marketing use cases are where AI can
outperform humans
AI
Better
Human
Better

20. Consumers Believe AI Best Creates Less Evocative Content
Consumer attitudes towards AI performance see many different AI generated outputs as equal to a human creating them -
however, more emotional and evocative content, such as a movie or a book is seen as a weaker area
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023

21. Older Audiences Are Most Likely to Believe AI is Lacking vs. Humans
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023
Whereas emotive tasks are perceived to be human’s domain, older audiences believe humans can outperform AI in every task
listed
AI
Better
Human
Better

22. Most Marketers Believe AI Performs Best in Ads & Finance
Within marketers, over half believe AI can make a better online ad and financial recommendation than a human can, while TV ads
and branding are also reaching near majorities
Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023

23. Takeaway:
Artificial Intelligence Can Help Us Find Something,
But Can It Make Us Feel Something?
AI is rapidly progressing from novelty to a useful tool
for advertising, finance and recommendation.
As consumer perceptions of what AI can do expand
with new use cases, it looks to become less about AI
generated content, and more about good content that
was generated by AI - especially to establish
emotional credentials.
Defining what the process is to create evocative AI
generated content, through innovation nd new
processes, will shape how the industry utilizes it.
Example:
Nothing, Forever - Infinite Seinfeld
Using generative AI and streaming on Twitch, Mismatch Media,
created a stream of artificially created Seinfeld sketches. After being
stopped due to transphobic jokes, it was restarted - highlighting the
challenge of bias and content in generative content.

24. AI Fooling Others & Impersonation Are Biggest Concerns
Both Consumers & Marketers are most net concerned about the impact of AI in fooling others or impersonating them - balancing
the belief that AI is incredibly capable with the personal attitude that individuals won’t be fooled personally by AI content
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) / Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023

25. Older Audiences Are More Concerned About AI Threats
45+ consumer audiences show a consistently higher level of worry around the potential threats of Artificial intelligence, while 18-24s
were relatively less worried in every way aside from professional implications
Source: Attest Survey - Consumer: (Nat Rep US (n=500) / UK (n=500) 18-64) - 24.05.2023

26. Takeaway:
Fool Me Once,
Then Shame on AI
Consumer worries around AI are focused towards
how others or society will be fooled, as individuals
believe they’re able to identify what’s AI generated.
However, increasing AI innovation and refined
content will make it harder to identify what’s AI
created, Increasing confusion on the veracity of
content will increase the need for brands to curate,
verify and guide consumers
Additionally, privacy concerns on the data used to
train models looks to shift public attitudes. Large scale
privacy incidents or impersonation are looming to
potentially shift wider consumer privacy behaviours
Example:
Intel’s Fake Catcher
To combat consumer concerns around AI impersonation and fake
content, Intel has developed deep fake detection technology which
claims to have a 96% detection rate.

27. Fake Content & Control Worry Marketers Professionally
Marketers have wide professional concerns when it comes to AI, balancing out their attitudes towards the technology’s potential.
Fake content, copyright and privacy concerns top the issues bothering marketers about AI.
Source: Attest Survey - Marketer: (Nat Rep US (n=300) / UK (n=250) Manager and Above within Advertising, PR or Marketing) - 24.05.2023

28. Takeaway:
Welcome to the Age of the Brand API
Industry worries around copyright, asset usage and
liability are a pressing concern for marketers. Building
a brand as AI usage increases will be a question of
understanding and planning for content provenance.
Providers such as Adobe are already heading off
copyright concerns for creators in Adobe Firefly by
offering to cover costs for any copyright liability suits
stemming from its platform.
For brands, understanding how your assets will be
used and adapting accordingly will be key. Similar to a
software API, the structuring and distribution of
content will give marketers an opportunity to
interface with a wide number of generative
technologies - with varying degrees of control.
Example:
Gucci As a Prompt
Brands with distinct visual styles or numerous publicly available assets
are disproportionately powerful in generatie AI tools - as shown with
Midjourney’s use of Gucci as a prompt to create images that feel
distinctly on brand

29. Check Out Our Other Rival Spark Research
Rival Spark is Rival’s research and insight programme, identifying the trends, knowledge and data needed for brands to grow and change the
way their markets operate. Find out more at www.wearerival.com or read other selected reports below.
Rival Spark:
How Brands Create Relationships
What do consumers want from brands by
sector, clarifying if an ideal brand
relationship exists & what it might be?
Rival Spark:
The Rise of the Pufferfish Challenger
What consumer trust exists in different media
channels and how are challenger brands
accessing trusted channels faster & earlier in
their lives?
Rival Spark:
Brand Purpose - Will the Marketers Save Us?
What are consumer & marketer attitudes to
Brand Purpose? How do different causes and
issues resonate with both audiences?

30. THANK YOU
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