AI Is Everywhere – But Not Everyone Is Seeing It the Same Way

A new study from Reddit featuring expert commentary from WPP and GroupM uncovers a striking gap between how consumers and experts perceive AI’s impact and potential – WPP’s global head of strategic partnerships and solutions Elav Horwitz explains what this means for brands.

As AI becomes more deeply woven into our daily lives, from decision-making assistants to creativity boosters, brands face a critical question: how do consumers really feel about AI? And what can brands do about it?

To answer this, Reddit has worked with WPP and GroupM to examine how unfiltered, real-time Reddit conversations compare to expert viewpoints from across the industry. The findings highlight a world where consumers are cautiously curious, practically motivated and looking for brands to show leadership.

A widening perception gap – and a trust opportunity

While AI tools are increasingly ubiquitous, only 17% of consumers report they can often tell when they’re using AI – a striking contrast to expert awareness of AI’s pervasiveness in platforms like search, content generation and ecommerce.

Moreover, consumers harbour anxieties about the erosion of critical thinking and the potential for AI-generated misinformation to become entrenched as “fact,” particularly in education. 57% of informed users flagged this as a major societal concern.

What this means for brands:

Brands must become active educators and translators. With 74% of Reddit users wanting brands to provide educational content about AI tools and services, there is a clear demand for empathetic, jargon-free guidance. This is a moment for brands to show not just how AI works but how it helps: whether through better product recommendations, faster customer support or creative empowerment.

AI as the new influencer – neutral, personalised and 'always-on'

AI is rising as a preferred source for objective, hyper-personalised guidance. Consumers are drawn to its efficiency and customisation: 53% use AI for search and 42% cite faster decision-making as a key benefit.

But while AI is seen as smart and efficient, it isn’t yet fully trusted. People question whether recommendations are unbiased or subtly shaped by hidden motives.

What this means for brands:

This is a call for radical transparency. Brands must earn consumer trust not just by offering AI-powered solutions – but by making the 'why' and 'how' behind those solutions understandable.

Beyond barriers: what’s really slowing down AI adoption

The research reveals that fear isn’t the primary barrier to AI adoption, but rather confusion and a lack of visible benefits. When people understand how AI helps them, and feel that their data is passively protected, hesitancy drops dramatically.

Only one in six adults recognise when they’re using AI. Yet, when asked what would encourage adoption, consumers highlighted ease, usefulness and trust.

What this means for brands:

The answer isn't more features, it’s better communication. Brands must show not just what AI can do, but what it does for them.

AI as a cultural enabler – not the culture itself

Reddit’s study highlights a significant opportunity for brands to empower creativity, not replace it. In fact, consumers aren’t looking for AI to become the creator, instead they want it to enhance their ability to create, explore and discover.

73% of AI users on Reddit say they want ads that show them how AI can enhance creativity.

What this means for brands:

Position AI as a collaborator, not a competitor. Whether it’s designing a home, planning a trip or creating content, show how AI makes the process easier, faster or more fun – without removing the human touch.

The path forward for brands who want to lead

The Reddit white paper is clear: AI is not a passing trend. It’s already shaping how consumers learn, discover, shop and think. But it’s not just about the tech – it’s about how people feel about the tech. And that’s where brands come in.

To bridge the consumer-expert gap, brands must combine practical utility with emotional intelligence. They must educate, reassure and empower. And they must do it now before the AI narrative is shaped without them.

Here’s how brands can lead:

- Invest in educational content and transparency. Show consumers how AI works behind the scenes, why it makes certain recommendations and how data is protected. Brands that do this can differentiate themselves as responsible and human-first.

- Explain your AI. Add 'AI reasoning' features that break down how recommendations are generated. Help users feel in control by offering clear explanations and opt-outs. Transparency is the new UX.

- Adopt the 'Passive Protection' model. Just as companies like McAfee built trust in digital security, brands must make consumers feel safe by default. Bake in robust, visible-but-effortless data protections to increase comfort and confidence.

- Emphasise AI as a creative partner. In campaigns and product design, lean into how AI can augment imagination. Create AI-enabled tools that offer starting points, suggestions, and feedback, putting the user in control.