Gen AI : the world taking shape, and how brands can show up in it
ChatGPT opened the floodgates, and adoption is already massive. BETC unpacks the Havas Prosumer Report on Gen AI, where excitement, fear, and new brand expectations collide.
The revolution is not up for debate
The report shows unusually strong agreement: generative AI is seen as revolutionary, not a passing fad. Prosumers are widely familiar with the tools and claim they already use them.
A threat to “others”, a boost for me
Many believe AI will destroy jobs soon, but far fewer think their own job is at risk. Instead, AI is viewed as a performance enhancer, a creativity booster, and a productivity tool, with a strong FOMO effect around mastering it.
The cost: data, bias, inequality
Optimism sits alongside concerns about privacy, surveillance, bias replication, and a widening digital divide. The report also highlights strong demand for government regulation.
What brands should take away
Two areas stand out as brand opportunities :
- Customer experience: faster, more seamless, more personalized.
- Creativity and voice: using AI to scale output, while building a distinctive, ownable tone.
About the study
In 2024, Havas surveyed 14,355 adults across 32 markets (19% Prosumers). To learn more or speak with the team behind the study: Sébastien Houdusse (Global Strategy Director) - contact details are provided in the report.
