Consumer use of generative artificial intelligence has risen sharply over the past year, but widespread unease about authenticity, jobs and ethics continues, according to a new study by Hub Research in the United States.

The Hub 2025 ‘AI & Audiences’ survey found that nearly three-quarters of respondents have used generative AI tools in 2025, up from just over half a year earlier, signalling how rapidly AI has entered mainstream digital behaviour.

Even as adoption grows, expectations of disruption remain high. Almost 90 percent of consumers believe AI will bring major changes to daily life, with about one-third saying it will fundamentally reshape everyday living for everyone. While roughly 75 percent say they are familiar with AI and how it works, many remain uncertain whether its impact will ultimately be positive or negative.

In entertainment and media, audiences are most receptive to AI uses that enhance rather than replace human creativity. Improved content recommendations, better production quality and AI-powered discovery tools ranked highest among applications consumers are excited about, the report said.

For the survey, 2,500 consumers were questioned aged between 16-74 years, and who had broadband connections and were US census balanced. Data was collected in the last quarter of calendar year 2025, the researchers said.

Concerns, however, are pronounced. The leading worry among respondents was losing the ability to distinguish real content from AI-generated material, followed by fears of job losses, misuse of personal likeness and copyright infringement. Discomfort extends to AI-generated actors, reflecting broader anxiety around authenticity.

The study also highlights a trust gap in who uses AI. About 40 percent of respondents said they are completely comfortable with individuals using AI for personal tasks, but comfort drops sharply when influencers or companies use it for commercial purposes, with only around one in five expressing the same level of acceptance.

The findings come as Hollywood’s stance on AI continues to evolve. After intense resistance during the 2023–24 writers’ and actors’ strikes, studios are now cautiously experimenting with AI in production workflows such as editing and visual effects, even as litigation over training data and rights continues.

Hub Research said acceptance is higher among those most familiar with AI. Among this group, nearly two-thirds expressed interest in generating content using established intellectual property, and more than half viewed such use as ethical. Still, almost 90 percent of respondents said companies should disclose when AI is involved in content creation, underscoring that transparency will be critical as AI collaboration accelerates.