During a January 2024 survey, approximately 61 percent of Swedish respondents and 53 percent of Danish respondents reported discomfort with brands using artificial intelligence (AI) to create a virtual ambassador. Over half or the share of Swedish interviewees expressed discomfort with AI-reliant product image editing.
Level of discomfort with brands using artificial intelligence (AI) in advertising and communications tactics among consumers in selected Nordic countries as of January 2024
Only combined responses for “not very comfortable” and “not comfortable at all”
Method of interview
Online survey
Supplementary notes
*Data based in 17 markets with sample sizes varying between 500 and 2,040 for each market.
The source provided no data on Finland and Norway.
This question was phrased by the source as follows: "How comfortable, if at all, are you with brands using artificial intelligence (AI) in their advertising and communications in each of the following circumstances?"
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YouGov. (June 4, 2024). Level of discomfort with brands using artificial intelligence (AI) in advertising and communications tactics among consumers in selected Nordic countries as of January 2024 [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1499313/nordics-consumer-discomfort-with-ai-generated-ads/
YouGov. "Level of discomfort with brands using artificial intelligence (AI) in advertising and communications tactics among consumers in selected Nordic countries as of January 2024." Chart. June 4, 2024. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1499313/nordics-consumer-discomfort-with-ai-generated-ads/
YouGov. (2024). Level of discomfort with brands using artificial intelligence (AI) in advertising and communications tactics among consumers in selected Nordic countries as of January 2024. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1499313/nordics-consumer-discomfort-with-ai-generated-ads/
YouGov. "Level of Discomfort with Brands Using Artificial Intelligence (Ai) in Advertising and Communications Tactics among Consumers in Selected Nordic Countries as of January 2024." Statista, Statista Inc., 4 Jun 2024, https://www.statista.com/statistics/1499313/nordics-consumer-discomfort-with-ai-generated-ads/
YouGov, Level of discomfort with brands using artificial intelligence (AI) in advertising and communications tactics among consumers in selected Nordic countries as of January 2024 Statista, https://www.statista.com/statistics/1499313/nordics-consumer-discomfort-with-ai-generated-ads/ (last visited December 22, 2024)
Level of discomfort with brands using artificial intelligence (AI) in advertising and communications tactics among consumers in selected Nordic countries as of January 2024 [Graph], YouGov, June 4, 2024. [Online]. Available: https://www.statista.com/statistics/1499313/nordics-consumer-discomfort-with-ai-generated-ads/
