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Key stat: 38% of US adults think AI can customize content people see online better than humans can, but 62% say the tech is the same as or worse than real people, according to Gallup and Bentley University.

Beyond the chart:

• Another leading use case for AI is recommending products and services, but 73% of US adults think AI is the same as or worse than real people.
• Recommendations are an area where creator and affiliate marketing remain useful, even as platforms like Instacart build out chat-based search that can provide recommendations.

Use this chart:

• Compare AI use cases.

More like this:

• Lessons from YouTube in how generative AI is changing the creator economy
• How marketers can prepare for generative AI now: Upskill, personalize, and localize
• AI can help with targeting, but it can’t do the whole job, retail media execs say
• Many companies worldwide have yet to adopt AI and machine learning

Note: Respondents were asked "In your opinion, how well does artificial intelligence do the following compared with a person?"

Methodology: Data is from the October 2023 Bentley University and Gallup "Bentley-Gallup Business in Society Report." 5,458 US adults ages 18+ were surveyed online during May 8-15, 2023. The sample was weighted to be demographically representative of the US adult population using the most recent current population survey figures.