Our latest research conducted on behalf of the BBC shows Generative AI has moved from experimentation to everyday use.
Over 1 in 3 use it weekly, a rise from 1 in 10 since 2023. Although younger audiences show the highest engagement with AI, usage is rising fastest among older groups (+250% among 55+ year-olds).
What keeps audiences coming back? Users say saving time, everyday admin, supporting learning and unleashing creativity.
However, the use of AI in media remains a key concern – 58% say it makes them nervous, and in culture and storytelling, audiences value a human touch, worrying about replacing creativity and distorting what’s real. When it comes to news, audiences fear misinformation and loss of trust.
The emerging rule: GenAI is welcome when it helps behind the scenes, but resisted when it replaces human creativity, voice or editorial judgement.
Discover the full report here 👉https://www.ipsos.com/en-uk/generative-ai-and-audiences-revisiting-uk-public-attitudes-ai-media