What It Means: A Forrester Podcast How Brands Can Steer Clear Of GenAI Backlash
May 16, 2024
In this discussion, Audrey Chee-Read, a Principal Analyst at Forrester known for her expertise in consumer insights, explores the evolving landscape of generative AI and its impact on brand trust. She highlights the growing skepticism among consumers, especially as the election season approaches. Audrey reviews high-profile AI failures that have fueled public backlash and discusses risks like misinformation. Transparency and authenticity are emphasized as essential for brands to navigate this complex environment and restore consumer confidence.
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Episode notes
Shifting Skepticism
- Consumer skepticism towards AI is shifting from ethical concerns in 2023 to accuracy concerns in 2024.
- Major events like elections and the Olympics, coupled with AI inaccuracies, fuel this skepticism.
Humane AI Pin Failure
- The Humane AI pin, an AI wearable, received initial optimism but ultimately faced negative reviews.
- This highlights the gap between AI promises and real-world performance, contributing to consumer distrust.
Generative AI Mishaps
- The overhyped Willy Wonka event in Scotland and Under Armour's AI-generated ad illustrate generative AI mishaps.
- These incidents, ranging from event failures to uncredited content, erode consumer trust.