Rutgers Study: AI Trust Surpasses Social Media

A recent study from Rutgers University has found that Americans place more trust in artificial intelligence (AI) than in social media. This shift in perception highlights how AI is increasingly seen as a more reliable source of information and decision-making compared to platforms that have struggled with misinformation, bias, and privacy concerns.

The study reveals that trust in AI varies across different demographics, with younger individuals, particularly men and those with higher education, expressing the highest confidence in AI systems. This suggests that familiarity with technology and its applications may influence how people perceive AI’s reliability. In contrast, older generations and those with less exposure to AI may still approach the technology with scepticism.

Despite the growing confidence in AI, the study also found that most people still prefer human-created content over AI-generated material, especially in fields like journalism. The preference for human involvement in news and reporting reflects concerns about accuracy, context, and ethical decision-making, areas where AI is still evolving. Many worry that AI-generated content, while efficient, lacks the depth and critical thinking that human journalists provide.

This research highlights the complex relationship between public trust and technological advancements. While AI is gaining acceptance, it is not yet viewed as a complete replacement for human expertise. The balance between AI-generated and human-created content remains a key consideration in industries that rely on credibility and authenticity.

As AI continues to integrate into everyday life, its role in shaping public perception and decision-making will likely expand. However, the findings suggest that trust in AI will depend on its responsible use, transparency, and ability to complement rather than replace human judgment.

A recent report from the National AI Opinion Monitor (NAIOM) reveals that Americans have mixed opinions on trusting artificial intelligence (AI). While some individuals see AI as a useful and reliable tool, others remain sceptical about its role in daily life.

The study, conducted by researchers at Rutgers University, aimed to understand how people perceive AI and the extent to which they trust AI-generated content. The findings provide valuable insights into public attitudes towards AI, particularly in areas such as media, business, and consumer interactions.

According to the report, opinions on AI vary based on factors such as age, education, and familiarity with technology. Younger, more tech-savvy individuals tend to have a higher level of trust in AI, while others are more cautious about its growing influence. This divide highlights the ongoing debate over AI’s reliability and ethical considerations.

For businesses and marketers, the study’s findings are particularly relevant. With AI playing a growing role in content creation, customer service, and decision-making, understanding public sentiment can help companies navigate how they implement AI-driven solutions.

As AI continues to evolve, businesses will need to balance innovation with transparency to maintain consumer trust. The study suggests that while AI has significant potential, human oversight and ethical considerations remain crucial in ensuring its responsible use.

Key Findings

Public opinion on artificial intelligence (AI) is divided, with many people expressing mixed feelings about its benefits and reliability. According to recent findings, 47% of Americans believe AI will benefit the public, a higher percentage than those who trust social media (39%) or Congress (42%). Trust levels also vary based on

demographic factors, with 52% of men expressing confidence in AI compared to 43% of women. Younger adults aged 25–44 are the most trusting, with 55% showing confidence, while urban residents (53%) tend to trust AI more than those in rural areas (38%).

When it comes to businesses using AI, trust levels remain moderate. Half of respondents (50%) believe companies will use AI responsibly. However, trust is notably higher among individuals with graduate degrees or annual incomes exceeding $100,000, reaching 65%. Urban dwellers (53%) are more likely to trust businesses using AI compared to their rural counterparts (42%), suggesting that exposure to technology and education plays a role in shaping attitudes.

The study also explored trust in journalism versus AI-generated news. While 62% of people trust mainstream journalists, only 48% express confidence in news produced by AI. Across different groups, there is a strong preference for human-created journalism, reinforcing the idea that people still value traditional reporting over automated content.

A key challenge in the AI landscape is the ability to identify AI-generated content. Only 13% of respondents feel “very confident” in distinguishing AI-created material, while 30% report feeling “somewhat confident.” Higher-income individuals and younger adults demonstrate more confidence in spotting AI-generated content, likely due to greater exposure to technology and digital platforms.

Familiarity with AI also varies among the population. While 26% claim to have heard “a lot” about AI, the majority (63%) have only heard “a little.” Men, younger adults, and those with higher education levels tend to be more familiar with AI-related developments. However, knowledge assessments indicate that understanding AI remains limited, as the average score on a true/false quiz was just 3.3 out of 8. Those with advanced education performed better, highlighting a gap in AI literacy across different demographics.

What Does This Mean For Marketers?

Public perception of artificial intelligence (AI) is divided, with trust levels varying across different demographics. Younger adults, men, and those living in urban areas tend to feel more comfortable with AI, while women and rural residents are generally more sceptical. This divide suggests that familiarity and exposure play a role in shaping opinions on AI’s benefits and risks.

Despite AI’s capabilities in automation and data analysis, people still prefer human-created content, particularly in storytelling. While AI-generated material is becoming more common, audiences value the authenticity, nuance, and emotional connection that human creators provide. This preference highlights the importance of balancing AI-driven efficiency with human input when producing content.

Another key factor influencing trust is transparency. Currently, only about half of consumers trust businesses to use AI responsibly. Companies that clearly communicate their AI strategies, including how they implement AI and the safeguards in place, can enhance their credibility and foster greater confidence among their audience. Being upfront about AI use helps bridge the trust gap and encourages consumer engagement.

To effectively connect with audiences, businesses should integrate AI’s efficiencies while maintaining a human-centred approach. A strategy that blends AI-driven insights with genuine, relatable messaging can improve engagement and trust. Ensuring that AI supports rather than replaces human creativity can lead to a more positive reception from consumers.

These insights come from the National AI Opinion Monitor (NAIOM), which surveyed 4,767 U.S. adults between 25 October and 8 November 2024. The study reflects the broader U.S. population based on gender, age, race, ethnicity, and region. More details about the survey can be found at www.naiom.net.