AI Is Personal: Understanding the Human Side of Technology
AI is everywhere — in the way we shop, search, consume, and create. But while the technology is advancing rapidly, consumer attitudes toward AI are evolving at very different speeds. According to Bain & Company’s recent study, there isn’t one AI user — there are five.
And for brands that want to stay relevant, understanding these five profiles is no longer optional — it’s essential.
Meet the 5 AI Personas:
- AI Enthusiasts
They actively embrace AI, use it frequently, and are excited about its future. Early adopters. Often influencers in their own circles. - AI Creators
They go a step further — not just using AI tools but building with them. Think prompt engineers, AI artists, developers, and creators. - AI Practitioners
They use AI practically, often in a work context. They're pragmatic — not obsessed, not skeptical — but see clear value. - AI Bystanders
They know AI exists but don’t engage with it much. Some feel overwhelmed, others just don’t see the point — yet. - AI Skeptics
Actively distrust AI or worry about its impact. They’re the hardest to reach with tech-first messaging.
What Does This Mean for Brands?
Most digital strategies today still treat consumers as one AI-literate mass. But in reality, marketing an AI-powered product (or even using AI in your campaigns) demands tailored narratives for each persona.
- For Enthusiasts and Creators:
Invite them into co-creation. Let them experiment with your tools. Offer early access, beta features, creator challenges. They want to play. - For Practitioners:
Focus on utility and integration. Case studies, productivity boosts, clear ROI — they respond to functional benefits, not futuristic hype. - For Bystanders:
Simplify the message. Frame AI not as tech, but as ease, access, and time saved. Remove the intimidation. - For Skeptics:
Prioritize transparency, ethics, and human touch. Reassure, don’t oversell.
Smart 360’s Take: AI Is Not Just a Tool — It’s a Language Shift
At Smart 360, we help brands do more than just “add AI.” We help them translate their value across audiences with different AI mindsets. Whether it’s positioning a product, crafting an influencer brief, or designing a digital experience — we don’t assume everyone is ready for AI. But we do know how to meet them where they are.
One Last Thought
AI may be transforming the world, but it’s not transforming everyone in the same way.
If you want to reach today’s consumer, don’t just follow the tech — understand the mindset behind the screen.
Want to find out which AI user type you are?
Take the quiz here.
Source: Understanding the Five Types of AI Consumers, Bain & Company (2024)
