While New Zealanders’ knowledge of AI has been increasing, trust and transparency concerns related to the technology remain high, a new study shows.

According to Ipsos New Zealand’s report, Kiwis remain one of the populations most nervous about products and services using AI, despite their understanding of the technology growing year-on-year.

Nearly three-quarters (73 per cent) of Kiwis say they have a good understanding of AI this year, up from 69 per cent last year and 62 per cent in 2023.

However, 66 per cent say that AI makes them nervous, citing concerns around trust and transparency.

Only 39 per cent of Kiwis believe that companies using AI will protect their personal data, and 58 per cent say the increased use of AI will exacerbate the spread of disinformation.

“Our research highlights that brands and organisations using AI need to be more upfront with consumers about how they are using it,” said Carin Hercock, country manager of Ipsos New Zealand.

“If they can explain the benefits of using AI and the protections they have in place around consumer data, New Zealanders’ trust and excitement about AI might improve.”

In addition, the report finds that New Zealanders have a strong preference for human-driven rather than AI-driven content, particularly for news articles and photojournalism.

Half of the respondents also believe that AI will have a negative impact on the job market.