Brands controlled almost all communication (print ads, TV commercials, etc.). Then came a transformative change – the rise of social media and user-generated content.
It feels like we’re on the cusp of another disruptive change with universally accessible AI-generated content.
So in this article we share some charts to show which consumers are early adopters of this disruption. Read on for never-before-published data from 2,009 U.S. and U.K. consumers, that is exclusive to MarketingSherpa.
We had all the control, right marketers? Our brands could buy a print ad in the newspaper, or a television commercial. We could broadcast a very controlled message about our brand.
Then along came social media and push-button publishing and a device in every pocket that could utilize this technology. All of a sudden, consumers could add their writing and voices and videos and reviews to conversations about our products.
Yet…while there are some impressive creators out there, we still have most of the budgets and skillsets to create high-quality content around our products.
Does artificial intelligence change all that? Could consumers quickly create professional-grade content about our brands indistinguishable from our own work? Some say AI already can, or will be able to soon. I’ll leave those answers to the futurists.
But with the data in today’s article I can answer a more fundamental question about customer motivations – if customers could create that content with AI, would they want to?
When you see the charts below of never-before-published data Idomoo collected from 2,009 consumers, you can see the answer is a resounding ‘yes.’ Overall, 64% of consumers are interested in an AI video tool, and two thirds (66%) would be more likely to start creating video content or increase their output of video content with an AI text-to-video tool.
Now let’s take a deeper dive into the data – which is exclusive to MarketingSherpa – to discover where the early opportunity is and help your targeting efforts.
Chart #1: How interested are you in an artificial intelligence (AI) tool that generates shareable video content based on your text input? (US vs UK)
I’ve been witnessing the artificial intelligence revolution from my seat here in the United States, and until I saw the above data, I thought the sentiment was the same in peer economies (well, roughly peer economies).
But Americans are much more passionate than their British peers about an AI tool that could generate shareable video content – 39% of Americans said, “I’d love it!” versus a quarter (25%) of British consumers.
Chart #2: If you had access to AI that could create video content for you quickly based on your text input, would it impact your video creation? (US vs UK)
And an easy-to-use, text-to-video AI tool would make Americans more likely to start making videos, with two out of five (40%) of Americans responding “I would be more likely to start creating video content” versus 29% of British consumers.
Chart #3: How interested are you in an artificial intelligence (AI) tool that generates shareable video content based on your text input? (breakdown by age)
Millennials (44%) were slightly more likely than Gen Z (41%) to respond, “I’d love it!” when asked about an AI video tool.
Other than that, at first blush this chart tells us exactly what we all think it should – older people are less likely to want to use artificial intelligence. Yes, 65% of the silent generation had no interest in it, versus 20% of Gen Z. But the bigger takeaway for me is this – that means more than a third of people 78+ years old are interested in using AI to generate shareable video…along with a strong majority of Americans 18 to 58, of course.
“We do know that older demographics are more concerned about their privacy, for example. But many people don’t know what AI video really is until they use it, so while some segments might be less inclined to say they’re interested in AI video, from our research project with Lucas [a free AI video creator], we’ve seen that they are interested — provided the tool is easy enough. And we’ve noticed from user data that this spans geographic regions as well,” said Yotam Ben Ami, CMO, Idomoo.
“The term AI video can also mean a lot of different things in today’s market. There’s ambiguity: ‘How hard is this really?’ For some consumer groups, like older generations, the idea of learning a new tool may not be as appealing, but if you make it as easy as typing a prompt into a chat window — and let AI do the rest — they love it,” he said.
How the generations were defined:
Chart #4: If you had access to AI that could create video content for you quickly based on your text input, would it impact your video creation? (breakdown by age)
Likewise, 60% of the Silent Generation said “I would not be more likely to create video content” with a text-to-video AI tool while only 18% of 18-to-42-year-olds said the same. Again, that means a whopping two out of every five people 78 and older would change their behavior because of an AI tool, along with a large majority of 18- to 58-year-olds.
Half of millennials responded “I would be more likely to start creating video content” versus 37% of Gen Z, but more of Gen Z (45%) responded “I would be more likely to increase my output of video content” than millennials (32%).
“Gen Zers already create more video content than other generations, and it appears that their interest is primarily driven by the time-savings potential. Millennials, on the other hand, are more prone to start creating videos if given access to AI video solutions, implying that the appeal for them is the ease of use that makes video creation more accessible,” Ben Ami said.
“AI video is perceived as the cutting edge of video innovation, so it makes sense that younger demographics are more inclined to show high levels of interest in it. These demographics tend to be early adopters, as we've also seen in our 2022 market study with their higher interest in personalized and interactive video,” he said.
Chart #5: How interested are you in an artificial intelligence (AI) tool that generates shareable video content based on your text input? (breakdown by income)
When presented with an AI tool that generates shareable video content based on text input, half of high earners responded, “I’d love it!” versus 26% of lower income consumers. Here are how the income bands were defined:
Chart #6: If you had access to AI that could create video content for you quickly based on your text input, would it impact your video creation? (breakdown by income)
Similarly, 52% of high earners responded “I would be more likely to start creating video content” using a text-to-video AI, versus 29% of lower income consumers.
“We were surprised to find that high earners showed very similar patterns to younger demographics. They appear to also be early adopters of new tech — this year it was AI video; last year it was personalized, customizable and interactive video. The pattern is very consistent across the board and can perhaps be attributed to their generally higher level of education and exposure to new tech. These demos (the young and the affluent) value video innovation and are more likely to engage with and purchase from brands that adopt innovative video tech,” Ben Ami said.
This market study was commissioned by Idomoo and conducted by Atomik Research in April 2023. They surveyed 2,009 consumers in the U.S. and the U.K. and focused on digital brand communications with customers. The margin of error is +/-2 percentage points with a confidence level of 95%.
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