Spaniards express contradictory views on the impact of AI in a new study by MARCO. While 68% of respondents believe AI will make their lives easier, 76% also fear that AI will threaten their jobs.
- 76% are concerned that AI may create social biases
- Half of Spanish consumers recognise AI’s fundamental role in text writing and image generation but are unaware of other applications
Madrid, 21 February 2024 – A new study conducted by MARCO in collaboration with pioneering research technology firm Cint highlights the complexity of opinions and mixed feelings surrounding Artificial Intelligence (AI) adoption in various aspects of contemporary life. The 3rd edition of the MARCO Global New Consumers Report 2024 reveals a striking contrast: while there is fear of job losses, there is also the expectation that AI will lead to a more comfortable life, demonstrating the intricate perceptions generated by artificial intelligence. The study was carried out between December 2023 and January 2024, with a diverse sample of 7,300 consumers from 11 countries (Brazil, France, Germany, Italy, Mexico, Morocco, Portugal, South Africa, Spain, the United Kingdom, and the United States). Cint played a crucial role in reaching the research audience and collecting comprehensive data.
Unlike the previous edition of the study, this new MARCO Global Consumer Report marks a significant shift by introducing in-depth questions on artificial intelligence (AI). As a result, this year’s findings offer an innovative exploration of evolving consumer habits around this rapidly advancing technology.
Internationally, the results highlight sigThe results internationallyumers regarding AI. A striking 74% express apprehension about AI’s potential to generate prejudice and undesirable human behaviours, while 58% view AI as a threat to humanity. In Spain, this concern is slightly higher than global figures, with 76% worried about AI’s ability to create biases and other negative behaviours. Furthermore, more than 60% consider AI to be an increasing threat to humanity, underscoring growing unease about this rapidly evolving technology.
“While AI may seem daunting, education and awareness are key. Understanding the technology and its implications empowers people and helps demystify fears surrounding AI. As we move forward, fostering a culture of education will be essential in harnessing AI’s opportunities to enhance our lives,” says Didier Lagae, Founder and Executive Chairman of MARCO.
As industries undergo digital transformation, understanding and addressing these concerns will be crucial in fostering a positive relationship between technology and the workforce. Despite these concerns, a majority of 68% remain optimistic about AI’s potential to simplify and improve their lives. Notably, nearly 70% of Spaniards are optimistic about AI’s transformative power. Internationally, Brazilians top the optimism rankings (88%), while Americans appear the most cautious (57%), reflecting greater scepticism towards the technology.
Regarding the most recognised AI tools, most Spanish consumers (51%) acknowledge AI’s role in image creation and editing, followed by text writing (49.57%). However, fewer are aware of AI’s use in autonomous vehicles (35.53%), education (38.83%), healthcare (32.09%), agriculture and livestock (14.33%), and even fewer (11.89%) cite other applications. These figures indicate the growing prevalence of AI in everyday activities.
Methodology: The survey aims to explore and analyse consumer attitudes and knowledge regarding artificial intelligence (AI) in 11 key markets. Conducted between December 2023 and January 2024, it provides a comprehensive snapshot of current opinions on global issues.
The survey sampled over 7,300 participants from diverse cultural, economic, and technological backgrounds across Germany, Brazil, Spain, the United States, France, Italy, Morocco, Mexico, Portugal, the United Kingdom, and South Africa. This selection was designed to provide a holistic view of global consumer behaviour.
A structured questionnaire covered various topics, including media consumption, brand engagement, AI applications, sustainability, and work culture. Respondents answered both closed and open-ended questions, allowing for both quantitative and qualitative analysis. The full report by MARCO’s research department in collaboration with Cint is available at http://themarcosurvey.com.
About MARCO
MARCO is the Madrid-based independent global communications agency with the highest client ratings among large agencies according to the latest PR SCOPE 2023* report.
Specialising in brand building and reputation management, the agency is led by Noelia Cruzado and Diana Vall as co-CEOs of MARCO. Formed by a team of nearly 200 consultants, it has its own offices in Madrid, Barcelona, Lisbon, Paris, Brussels, Milan, Berlin, Munich, London, Miami, Mexico City, São Paulo, Casablanca, Johannesburg, Abidjan and Nairobi, as well as affiliated MSL offices in more than 100 markets.
MARCO is a pioneer in presenting the new paradigms of communication, which consist of transcending obsolete frontiers. For this reason, it is the first communication agency to produce a docuseries, The “New Frontiers of Communication” available on Amazon Prime Video and its own website. The docuseries is based on MARCO’s patented methodology, known as TFCOM® (Transcending Communication Frontiers).
MARCO has acquired the magazine Ejecutivos and has relaunched Ejecutivos.es with the aim of positioning it as the Spanish-speaking online media of reference in the economic and business sector in Spain and Latin America. It has also acquired the consultancy Africa Communications Group (ACG) to maximise its geographical reach in Sub-Saharan Africa. MARCO also recently acquired the production company Carmela, to strengthen its capacity to produce first-class national and international advertising spots, as well as videos for branded content.
Founder and Executive Chairman of MARCO, Didier Lagae, was Deputy General Manager at Edelman, Head of Reputation Management EMEA at Weber Shandwick, External Communications Manager EMEA at Levi’s and Global Head of Communications at The Body Shop. Didier Lagae was named 2019 European and Global PR Professional of the Year by PRWeek and the Stevie Awards, respectively, coinciding with the publication of his book, ‘A Country Brand, a Branded Country’. Didier is also a Climate Leader for Al Gore’s The Climate Reality Project.
*PR SCOPE 2023 – category of consultancies with more than 15 clients participating in the showcase.
About Cint: Cint is a pioneering research technology (ResTech) company. The platform, The Cint Exchange, is the world’s largest sample marketplace for digital market research. Clients use Cint Exchange to publish survey questions and receive responses from over 300 million people across 130 countries who have consented to share their opinions, motivations, and behaviours in exchange for a fee. They then use these responses to develop business strategies, conduct confidential research, accurately measure digital advertising impact, and more. Clint fuels the world’s curiosity.
Cint Group AB (publ), listed on the Nasdaq Stockholm (STO: CINT), has over 1,000 employees worldwide. Its offices are in Stockholm, London, New York, Japan, New Orleans, Singapore, Gurgaon, and Sydney, among other locations.For more information, contact:
Víctor Castell – victor@marco.agency – 626 236 341