Why Consumers are Worried About AI and Its Impact on Society (Photos)

Recent research from iHeartMedia, titled “AudioCon 3.0: The Human Consumer,” explores how rapidly evolving technology, including the rise of AI, is influencing consumer beliefs and behavior. The study reveals consumers’ growing frustration with the digital world, their desire for authentic connections, and their increasing anxiety about AI’s societal impact. It also highlights how media and technology shape public opinion, sometimes driving deeper divides.

The findings, based on a national survey of over 2,000 U.S. adults and 522 children between the ages of 8 and 12, underscore the emotional toll of living in a tech-saturated environment. A key result: 82% of adults worry about the societal consequences of AI, with 90% feeling it’s essential to know the media they consume is created by real people.

While the use of AI is growing—70% of adults and 63% of children are actively engaging with AI technologies—distrust remains high, with fears that AI could one day replace human jobs or even lead to war.

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The research also sheds light on the struggles of children in today’s tech-driven world. Despite the widespread availability of digital devices, many children are finding it difficult to achieve independence.

Over half of children aged 8-12 have never made plans on their own, and many still rely on their parents for even simple tasks, like navigating a store or using a sharp knife. Ironically, the online world offers a form of independence, with 70% of children staying up late on devices and 25% having interacted with strangers or AI bots online.

For adults, technology is causing widespread frustration. Although 92% use social media, two-thirds report that it makes them feel more disconnected and isolated. In fact, 50% believe social media is pushing people apart, with arguments online becoming more common than in person. Concerns about digital privacy are growing, with 86% of consumers believing that algorithms are controlling their feeds, often at the expense of posts from friends and family.

The overwhelming use of algorithms in shaping opinions is another troubling issue. Two-thirds of consumers recognize that algorithms are designed to show them content that reinforces their existing beliefs, contributing to a rise in polarization. The study highlights a major concern: 42% of consumers are so weary of constant phone usage that they long for a simpler, “dumbphone” life.

Despite the widespread use of AI and social media, consumers are increasingly seeking human connection. 95% of people say it feels good to know someone cares, and 92% still value deep, meaningful relationships that technology cannot replicate. As digital fatigue grows, people are yearning for authenticity, and many see traditional media like sports and radio as safe havens for trust, empathy, and shared experiences.

For marketers, the findings reveal a complex landscape. While technology continues to shape consumer behavior, there is an opportunity to connect with audiences through human-led storytelling and authenticity. Marketers are urged to strike a balance between precision targeting and broad-reaching media experiences to foster real connections.

As technology continues to advance, marketers must listen more closely to consumers’ concerns and adapt their strategies to cater to the growing desire for authenticity and human connection. In today’s divided digital world, trust, empathy, and shared human experiences may be the key to long-lasting consumer engagement.

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