Recently, there has been a notable shift in public sentiment regarding generative AI. Many individuals are expressing their dissatisfaction with the increasing incorporation of AI into their daily lives. This dissatisfaction was exemplified by a recent personal experience where a user attempted to disable a controversial feature on Instagram that permitted the generation of deepfake images using personal photos— a feature they never consented to.
As generative AI permeates various aspects of online interaction, a growing number of Americans are voicing their concerns. Professor Meredith Broussard from New York University highlighted that the surge in familiarity with AI has coincided with a spike in negative perceptions about the technology, especially among young adults. A Gallup poll revealed that almost half of individuals aged 18 to 29 believe generative AI is more harmful than beneficial.
The backlash against AI isn’t just a spontaneous reaction; it is prompting tech companies to respond more proactively. Platforms like LinkedIn have introduced tools to flag AI-generated content, while Snapchat has taken steps to ensure that fully AI-generated videos do not appear in their discovery feeds. Substack is also employing AI detection tools to moderate its content.
The core issue driving this backlash is the pervasive feeling of having never consented to the widespread use of generative AI technologies. Many users are frustrated to find that their personal data has been used to train AI models without their explicit permission. This sentiment resonates with broader issues of consent, particularly for marginalized groups who have historically faced exploitation online.
Consumer backlash has led to some immediate changes. For instance, Google retracted the ability to modify satellite images with AI after public outcry, while Meta ceased a controversial deepfaking feature shortly after its launch. Major brands such as McDonald’s and Coca-Cola have faced criticism for employing generative AI in their marketing campaigns, further highlighting the rising resistance against AI in promotional materials.
In addition, there is a growing public movement against the construction of data centers that support AI operations, which are often associated with environmental and economic damage. This has brought together diverse political factions in opposition to the expansion of such facilities.
Within the tech workforce, there is also dissent regarding the mandatory adoption of generative AI tools, with some employees expressing concerns about the ethical implications and reliability of these technologies.
While many may feel powerless against large tech corporations, the recent adjustments in response to public dissatisfaction serve as a reminder of the efficacy of collective action. Prominent voices in the technology and journalism fields stress the importance of organizing—both online and offline—to place pressure on these companies and advocate for more ethical practices regarding AI usage.
