Marketers and Consumers Sharply Divided on AI in Marketing
A 40-point gap separates marketers' optimism about artificial intelligence from consumers' skepticism, according to a new survey by the American Marketing Association - New York, conducted with Charney Research and Toluna.
While 82% of marketers expect consumers to benefit from AI for Marketing, only 42% of consumers agree. The divide reflects a fundamental mismatch: marketers focus on strategy and efficiency, while consumers worry about misinformation, data breaches, and losing human support.
The survey polled American marketers, consumers, and business buyers online, along with social media monitoring of both groups.
Where the Gap Widens
Marketers' social media conversations center on business solutions and automation. Consumer discussions are dominated by negative experiences with AI interactions.
Only 10% of marketer conversations address ethics and regulation, despite growing consumer concerns around privacy and fairness. Just 4% of discussions balance efficiency with authentic human interaction-the approach consumers say they want.
The trust problem is not uniform. Women, people over 40, those without college degrees, and lower-income consumers express the most doubt. Half or more of men, people under 40, college-educated consumers, and upper-income consumers are positive about marketing AI.
Business Buyers Tell a Different Story
Business purchasers embrace AI at rates that dwarf consumer adoption. Seventy-nine percent of business buyers expect to benefit from marketing AI, compared to 42% of consumers.
Forty-four percent of business purchasers are ready to use AI buying agents today. Only 19% of consumers are, though 35% expect to by 2028.
This B2B enthusiasm has changed how marketers allocate spending. Fifty-one percent already run campaigns targeting AI language models, web crawlers, or automated purchasing agents. Seventy-three percent say they will within two years.
What Consumers Actually Want
Eighty-five percent of consumers see potential benefits from AI, primarily in speed and efficiency. They value always-on service, virtual try-ons, and Personalization.
Their conditions are clear: transparency about when and why AI is used, the option to speak with a human, third-party verification, and demonstrated track records of trustworthiness.
Uncertainty remains significant. Twenty-five percent of consumers are unsure whether AI's total impact will be good or bad.
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