Experts and the General Population Are Split on AI’s Long-Term Value

Artificial intelligence is an interesting topic of conversation — you might even say controversial — since opinions span a spectrum of viewpoints, from dismay to delight.

Pew Research Center just released a study that looked at exactly this, only they focused on two distinct groups — the general population and “AI experts” — to gauge feelings about the always-evolving tech.

Let’s explore what they found and what it might mean for marketers.

How Do People Feel About Artificial Intelligence?

Pew Research split people into two distinct categories: U.S. adults representing the general public and AI experts, whom they define as “individuals who demonstrate expertise via their work or research in artificial intelligence or related fields.” Specifically, these AI experts are authors or speakers who attended 21 select conferences between 2023 and 2024.

First things first: feelings.

AI’s Net Impact on the U.S.

35% of U.S. adults believe AI will have a net-negative impact on North America over the next 20 years, compared to just 15% of AI experts. Overall, the experts have a much more optimistic view of AI over that period, with 56% saying that its impacts will be positive.

This trend carries over to Pew Research’s next question about whether increasing AI usage in everyday life will cause personal harm or benefit. 43% of U.S. adults say harm, while 76% of AI experts say it will ultimately benefit them.

Concerns Over Control, Regulation and Particular Use Cases

Interestingly, the two groups find common ground on AI regulation — 55% of U.S. adults and 57% of experts say they would like more extensive rules in place about how AI is allowed to be used in their lives. Both groups believe that eventual government regulations will not be stringent enough.

The groups also concur when it comes to news and elections. Both the experts and the public express caution regarding AI’s role in elections and news dissemination. Only 11% of experts and 9% of the public believe AI will have a positive impact on elections in the next two decades, highlighting shared concerns about misinformation and electoral integrity.

Gender Disparities in AI Perception

Within the expert community, gender differences are notable. Men are more likely than women to predict a positive impact of AI on the U.S. (63% vs. 36%). Additionally, 81% of male experts believe AI will benefit them personally, compared to 64% of female experts. 

What About Bias?

I think it’s reasonable to assume that most experts, whom Pew Research also describes as people “whose work or research relates to artificial intelligence,” are generally excited about AI and tend to give it the benefit of the doubt. On the other hand, regular people who may not know as much about the tech are met with myriad news pieces about AI’s potential — and potentially harmful — impact on everything from their jobs to the environment, which can be very concerning. That’s just one reason we may see such a stark difference in these numbers.

Actionable Advice for Marketers To Address AI

While marketers aren’t mentioned specifically in this research, reading between the lines presents several actionable takeaways to help us strengthen our messaging and marketing processes amid all these AI affairs.

Bridge the Optimism Gap with Transparent Education

The public is far less optimistic than AI experts about AI’s long-term benefits. Many feel uncertain or even fearful about its role in society and their personal lives.

As marketers using AI, it’s important to educate, not just promote. Build trust with your audience by demystifying how you use AI in your products or services through engaging explainer videos, blog posts or interactive demos. And, use real-world case studies to show benefits from a consumer’s perspective — how AI makes their lives easier or their experiences better.

Address Consumer Control and Consent Proactively

Over half of both groups (experts and public) want more control over how AI interacts with their lives.

Give users more visibility and options when interacting with AI-driven tools, such as personalization toggles or chatbot opt-outs, that use clear messaging. To take it a step further, you could even highlight those controls as features, i.e., “Personalize your experience.”

Be Extra Transparent in Sensitive Areas (e.g., Elections, News, Finance)

Both groups are highly skeptical of AI in areas like elections and the news media.

If your product touches on sensitive content (news, media, political advertising, financial advice), be hyper-transparent about sourcing, curation and AI use. Here are some ways to do that:

• Use disclaimers, labels or explainers to reinforce credibility and reduce confusion about human vs. AI-generated content.
• Include a human editorial touchpoint or review process throughout.

Don’t Overestimate Regulatory Confidence — Lead the Way

Both groups lack faith in government regulation of AI, which means self-governance through company AI policies is likely the best way forward.

Adopt a “lead-by-example” stance in AI ethics and safety. Talk about your internal policies on data use, fairness and AI safety — even before regulations require it. Going a step further, you could even collaborate with industry groups or third parties on AI certification or audit frameworks, and share that commitment with your audience.

Transparency is a differentiator, so treat it like one by integrating messages that communicate ideas like “Here’s how we use AI — and how we keep it fair, safe and beneficial.”

Practical Formats To Implement These Marketing AI Actions

If marketers know how to do anything well, it’s creating compelling assets. Get creative with how you communicate AI to your audience. Here are a few ideas:

• Build a dedicated AI page on your website that explains the whole of how you use the technology and why. Highlight value but also address common concerns to help ease worry.
• Create short-form videos or reels explaining AI features in jargon-free, human terms.
• Engage your community on social media using polls or feedback loops that allow users to shape your AI features.

Final Thoughts

Pew’s research makes one thing clear: While experts may see AI as a force for good, the public isn’t sold just yet. That gap presents a huge opportunity for brands to lead with transparency, empower users with control and build trust through education — not hype.

Note: This article was originally published on contentmarketing.ai.