AI's got a brand problem. The CEOs aren't helping

"A clear majority recognize AI is a big deal, but recent Pew Research Center polling found more concern than excitement, particularly in its impact on creativity and relationships. Quinnipiac surveys find opinions souring even as usage rises. It's associated with job losses, cheating, dubious advice, excessive energy consumption, and a variety of doomsday scenarios up to and including the eradication of humanity."

"In March, 57% of respondents to an NBC poll said the risks associated with the technology simply aren't worth the potential benefits. There are plenty of reasons for this, but one is surely the messaging coming from some of the biggest AI brands themselves, particularly from their leaders. Last month, for example, AI giant Anthropic announced it would limit access to its new Mythos cybersecurity tool because it was just too powerful for wider release."

"Sam Altman, CEO of rival OpenAI snarked that this was "fear-based marketing." But not long after, OpenAI released its own new security tool-and restricted access to it. That's just a recent example of an odd element of the entire category: AI firms seem intent on reminding customers at every product drop how the technology might ruin our lives. Sure, it's part of the hype cycle. And to some extent the big AI brands are performing a responsibility flex."

"But maybe the public's increasingly sour response to AI suggests these CEOs' insistence on telling us how dangerous their product might be is not a winning brand strategy. (Altman's home being literally attacked with a Molotov cocktail is probably not a great sign.) This noisy pessimism isn't isolated, or new. When it rolled out GPT-4 back in March 2023, OpenAI published a technical report that, alongside description"

A majority of Americans recognize AI as a major development, but surveys show more concern than excitement. Worries focus on creativity, relationships, job losses, cheating, unreliable advice, energy use, and extreme doomsday scenarios. Polling also shows opinions worsening even as AI usage increases. Messaging from major AI companies contributes to the negative perception. Some firms restrict access to powerful tools, citing misuse by criminals, while executives criticize competitors’ approaches as fear-based marketing. Rival companies then release their own security tools with restricted access. The repeated emphasis on danger appears to undermine brand strategy, especially when public incidents reinforce the perception of threat.

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