Introduction: Human in the Machine AI research

We’re in a new age, defined by the rise of artificial intelligence (AI).

Technology has the potential to surpass our wildest dreams. We now all live in a hyper-connected, bionic world of human lives and societies intertwined, augmented and guided by machines.

Endless possibilities abound – from previously inconceivable medical advances, to solutions for sustaining our planet’s resources and environment, to enabling transformative educational resources and learning for all. As a species, we’re in a technological game of leapfrog, exemplified by the ability of artificial intelligence and machines to transcend what were once considered uniquely human characteristics. 

Nowhere is this more prescient than in our creative and communication industries. Our souls are enriched and our minds exercised through art, music, storytelling, experience and information sharing. Our ability to communicate and connect with one another, across distance, opinion and cultural barriers, remains essential to societal wellbeing and scientific progress.

In the creative and communication industries, AI tools have the power to democratise and level playing fields, to supercharge our creative potential to new heights, and to hyper-realise information and experiences targeted down to the individual - even predicted - needs. No sectors will be untouched and no opportunities will be unmet.

Human in the Machine is our insight series into attitudes towards AI in the creative and communication industries, and the implications that may follow. 

Our insights are drawn from Baringa’s proprietary research and are the results of global surveys of more that 5,000 respondents across the USA, UK, Europe and Australia conducted in 2024 and 2025. We wanted a better understanding of consumers’ attitudes towards AI, and how those attitudes are evolving. The insights are fascinating, and the impacts profound – for creatives, companies, technology providers, governments and society. 

The reason this matters is that we believe AI is not simply another tool.  AI has the potential to transform and even displace not only how and by who content is created and communicated, but also why and for who. AI is a step-shift that raises fundamental questions about truth and originality, about provenance and authenticity, about perceptions and trust in the human experience.  AI is not just about how efficiently, brilliantly or broadly we can create and consume content; it is now also about the very soul of the content itself.

And what if the result is to take the human out of the loop? Do people care? Does it matter? Are we comfortable that both the message and the messenger can be powered by algorithms? Is this just our next version of the printing press, television set or smartphone?

Our survey results shine a light on how consumers perceive AI. What we see is a nuanced and sometimes contradictory picture. While many recognise the inevitable rise of AI and its many advantages, people tell us how highly they value human-generated content and experience. What they may pay for is another matter, or where they feel less comfortable isn’t always reflected in what they choose to do. 

Our insights aggregate our survey findings into four themes, each with important insights, provocations and challenges to meet:

• Truth - People value what they know most: other people

• Quality - Quality has a price to be paid, or risk a race to the bottom

• Trust - Transparency earns trust, and right now there isn’t enough of either

• Control - Protect and empower, the real frontier of our relationship with AI

Please join us in exploring our survey insights, and what it means to be finding ourselves in a world of AI-enabled content and communication.