Sanoma Media Finland examined the opinions of the working-age population regarding generative artificial intelligence (AI). The survey examined the general relationship with AI-generated media content and particularly the relationship with news and audio articles read by an AI voice.
According to the survey, the majority of the Finnish working-age population have a neutral (57 %) or negative (27 %) relationship with AI-generated media content. Negativity is associated with fears about unreliability, inaccuracy, and manipulation. Those who view AI-generated content positively (8 %) believe in the benefits of AI and the opportunities it provides. Digital Innovators are the most positive towards AI-generated content.
The research also examined how Finns perceive news and audio articles read by an AI voice. Currently, only about one-tenth of consumers follow news and audio articles read by an AI voice. A large part of the working-age population (68 %) has never encountered such news or articles. Their perceptions on such content, however, are mostly neutral (50 %) or negative (32 %). Slightly less than one-tenth of respondents have a positive view of news/audio articles read by an AI voice.
Consumers find AI voices irritating if quotes, dashes, or dates are expressed incorrectly, as it may alter the meaning of the text. Hence, it’s crucial for the voice to be free of errors for a positive consumer experience.
What kinds of content do consumers listen to or would consider listening to as audio articles? News and current affairs were considered most suitable for an AI voice amongst the respondents. AI voice is considered more suitable for shorter pieces and summaries than longer and more in-depth content.
Digital Innovators and avid podcast listeners are more positive towards AI-generated audio content than others. Experience with AI-generated content has contributed to a positive perception among some of the respondents.
The overall cautious attitude towards AI-generated media content is partly due to a lack of experience and not knowing about the opportunities AI provides. It’s important for the media industry to consistently work towards its goals and distinguish between established media and other sources to gain consumer trust. Concerns about content reliability and potential manipulation are prevalent.
”The fears of unreliability associated with content read by an AI voice seem to be prevalent across all listener groups. Attitudes towards the artificiality and inauthenticity of the content are also deeply entrenched. Accumulating experience with AI-generated media content is therefore crucial in changing these attitudes,” says Sami Virtanen, Sanoma’s Content Insight Strategist for radio.
As a significant portion of the target group has no experience with content generated by an AI voice, encouraging experimentation is key for increasing engagement. Increasing engagement requires changing perceptions of unreliability and inaccuracy, perhaps through more proactive communication efforts.
The accumulation of experience with AI-generated media content is essential for changing attitudes. Consistent efforts to increase awareness and dispel suspicions are the first steps. It is also important to collaborate with various stakeholders, for example, in creating ethical guidelines and usage practices. Additionally, challenges regarding rhythm, emphasis, and monotony in an AI voice are to be addressed.
The survey examined the general relationship with AI-generated media content and particularly the relationship with news and audio articles read by an AI voice. The target group consisted of Finns aged 18-64, with 1071 participants in the survey. Data collection and analysis were conducted in January 2024. The survey was conducted by Kantar Media Finland Oy and it was commissioned by Sanoma Media Finland. The Media Industry Research Foundation funded the project.
