--- title: "AI in 2025: What We Have Learned | Angelfish Fieldwork" description: How do people really feel about AI in 2025? We surveyed our market research respondent community to uncover key shifts in awareness, trust, and usage. image: https://info.angelfishfieldwork.com/hubfs/pexels-john-tekeridis-21837-1072851.jpg --- [![Angelfish Fieldwork](https://info.angelfishfieldwork.com/hubfs/2019%20Logo%20PNG.png)](https://angelfishfieldwork.com/) - [About Us](https://angelfishfieldwork.com/about-us/) - [What makes us different](https://angelfishfieldwork.com/about-us/what-makes-us-different/) - [What we do](https://angelfishfieldwork.com/about-us/what-we-do/) - [Meet the team](https://angelfishfieldwork.com/about-us/meet-the-team/) - [Our Community](https://angelfishfieldwork.com/our-community/) - Sectors - [Media](https://angelfishfieldwork.com/our-community/our-community-media-market-research-recruitment/) - [Retail](https://angelfishfieldwork.com/our-community/recruiting-retail-market-research/) - [Charity](https://angelfishfieldwork.com/our-community/charity-market-research/) - [FMCG](https://angelfishfieldwork.com/our-community/market-research-fmcg-sector/) - [Consumer Health](https://angelfishfieldwork.com/our-community/consumer-health-market-research/) - [Audiences](https://angelfishfieldwork.com/audience-research/) - [Baby Boomer](https://angelfishfieldwork.com/participant-recruitment-for-over-60s/) - [Generation Alpha](https://angelfishfieldwork.com/our-community/market-research-with-children/) - [Generation X](https://angelfishfieldwork.com/our-community/gen-x-research/) - [Generation Z](https://angelfishfieldwork.com/market-research-gen-z/) - [Millennials](https://angelfishfieldwork.com/recruitment/recruiting-for-market-research-with-millennials/) - [Angelfish Opinions](https://angelfishfieldwork.com/about-us/angelfish-opinions/) - [Recruitment](https://angelfishfieldwork.com/research-participant-recruitment/) - [Customer Closeness](https://angelfishfieldwork.com/recruitment/customer-closeness/) - [Accompanied Shopping](https://angelfishfieldwork.com/recruitment/accompanied-shopping/) - [Customer Workshops](https://angelfishfieldwork.com/recruitment/customer-workshops/) - [Digital Ethnography](https://angelfishfieldwork.com/recruitment/ethnography/) - [Intercept Interviews](https://angelfishfieldwork.com/recruitment/intercept-interviews/) - [Design Sprints](https://angelfishfieldwork.com/recruitment/design-sprints/) - [Focus Groups](https://angelfishfieldwork.com/recruitment/focus-groups/) - [Market Research Online Communities](https://angelfishfieldwork.com/recruitment/market-research-online-communities/) - [User Experience Testing](https://angelfishfieldwork.com/recruitment/user-experience-testing/) - [User Research](https://angelfishfieldwork.com/recruitment/user-research-recruitment/) - Our Work - [Case Studies](https://angelfishfieldwork.com/market-research-case-studies/) - [Clients](https://angelfishfieldwork.com/clients/) - [Data Quality](https://angelfishfieldwork.com/market-research-data-quality/) - [Project Showcase](https://angelfishfieldwork.com/showcase/) - [Testimonials](https://info.angelfishfieldwork.com/testimonials) - Insights - [Blog](https://info.angelfishfieldwork.com/market-research-fieldwork-blog) - [Useful Resources](https://info.angelfishfieldwork.com/resources) - [Let’s Talk](https://info.angelfishfieldwork.com/market-research-fieldwork-quote) ![AI device](https://info.angelfishfieldwork.com/hubfs/pexels-john-tekeridis-21837-1072851.jpg) # AI in 2025: What We Learned from the Angelfish Community in [Pulse Surveys](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/pulse-surveys), in [AI & Market Research](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/ai-market-research) by [Lisa Boughton](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/author/lisa-boughton) ## [AI](https://angelfishfieldwork.com/ai-in-market-research/) is everywhere right now. Whether it’s writing content, answering questions, or even creating images, artificial intelligence is changing the way we live and work. But how do people really feel about it? To find out, we asked our [Angelfish Opinions community](https://www.angelfish-opinions.com/10-ways-ai-in-everyday-life/) to share their thoughts on AI in 2025. We then compared their responses to those from a similar survey we conducted in 2023, uncovering fascinating shifts in awareness, trust, and usage—reflecting the evolving perspectives of different participants over time. ## Who We Asked We reached out to a [diverse group of individuals from across the UK](https://angelfishfieldwork.com/our-community/) to understand how AI fits into their daily lives. Their insights give us a real-world view of [how AI is being used](https://angelfishfieldwork.com/ai-in-market-research/)—and how people feel about it. ## Key Findings ### More People Are Using AI, But Opinions Are Divided AI tools like [ChatGPT](https://openai.com/index/chatgpt/) are becoming more popular. The number of people who have used ChatGPT and love it has grown by **14.6%** since 2023. And even among those who remain unsure, usage has increased by **13%**. At the same time, awareness is skyrocketing. The number of people who had never heard of ChatGPT has dropped by **22.6%**, proving that AI is becoming harder to ignore—even for sceptics. ### **AI is More Popular for Personal Use Than Work** AI may be making waves in business, but our [market research respondents](https://angelfishfieldwork.com/our-community/) are using it more for personal tasks. Whether it’s for brainstorming ideas, answering questions, or just out of curiosity, AI is being explored in everyday life more than in the workplace. ![5-Feb-28-2025-02-03-16-4362-PM](https://info.angelfishfieldwork.com/hs-fs/hubfs/5-Feb-28-2025-02-03-16-4362-PM.png?width=528&height=528&name=5-Feb-28-2025-02-03-16-4362-PM.png) ### **Trust in AI is Still Low** We asked our market research community to rate their trust in AI’s ability to positively impact society. The result? A score of 2.68 out of 5—suggesting that while people are open to AI, many still have reservations. ### **A Wide Range of Reactions** We also asked people to describe AI in **one word**, and the responses say it all: - Positive: "Helpful," "Exciting," "Innovative" - Negative: "Scary," "Unreliable," "Fake" - Cautious: "Mixed," "Sceptical," "Unsettling" Some people see AI as a game-changer. Others feel uneasy about it. Either way, it’s a topic that gets people talking. ![7-3](https://info.angelfishfieldwork.com/hs-fs/hubfs/7-3.png?width=528&height=528&name=7-3.png) ### **What This Means for Brands and Businesses** With AI becoming increasingly mainstream, brands must navigate this evolving landscape carefully. Consumers are curious but cautious, so businesses using AI should focus on transparency, reliability, and ethical considerations to build trust. For market researchers, these findings also highlight the importance of staying connected to public sentiment. Understanding how people feel about AI—and why—can help businesses make informed decisions about its role in their strategies. ## Want to Understand What People Really Think? At Angelfish Fieldwork, we specialise in finding the right [market research respondents](https://angelfishfieldwork.com/our-community/) for [focus groups](https://angelfishfieldwork.com/recruitment/focus-groups/), [online communities](https://angelfishfieldwork.com/recruitment/market-research-online-communities/), and other [qualitative research](https://angelfishfieldwork.com/qualitative-market-research/). If you want [real insights](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/pulse) into how people feel—about [AI](https://angelfishfieldwork.com/ai-in-market-research/) or any other topic—we’re here to help. [Get in touch today](https://angelfishfieldwork.com/) to find out more. **Interested in more consumer trends?** Check out our [January Health Pulse](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/january-health-goals-angelfish-community) to see what the Angelfish community had to say about their 2025 health goals. ##### Recent Posts - [![What do people think about the UK under-16 social media ban?](https://info.angelfishfieldwork.com/hubfs/AI%20AND%20THE%20CONSUMER%20HEALTH%20JOURNEY%20(1).png)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/uk-under-16-social-media-ban-pulse-1) ##### [UK Under-16 Social Media Ban: Pulse 1 Findings](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/uk-under-16-social-media-ban-pulse-1) - [![Consumer health product journey](https://info.angelfishfieldwork.com/hubfs/110.png)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/ai-and-consumer-behaviour) ##### [How AI Is Reshaping Consumer Behaviour and Health](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/ai-and-consumer-behaviour) - 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