Four out of five US adults don’t trust an AI-generated ad, AI-driven product, or service, and that gap between business adoption and consumer acceptance is growing. In this episode, Idil Cakim, Founder & CEO, Iris Flex, joins host Jon Last, President, Sports and Leisure Research Group, to unpack what brands often miss about consumer attitudes toward AI. They discuss why AI usage doesn’t always equal trust, how gender and age shape adoption, and Idil’s AI Proximity framework (exposure, control, delegation, and context) for measuring readiness. The conversation covers audience segments from avoiders to power users, where power users convert more in categories like financial services, auto, and wearable health. They also explore common rollout mistakes, the need for pre-testing and longitudinal tracking, and why human support still matters in sensitive decisions.

00:00 Power Users Payoff

00:52 AI Adoption Trust Gap

02:28 Why Study Consumers

04:09 Gender and Age Nuance

07:44 Usage Doesnt Mean Trust

08:59 AI Proximity Framework

12:32 Segments From Avoiders

14:13 Brand Mistakes and Fixes

18:40 Measuring Trust Over Time

22:34 Future Attitudes and Governance

24:55 Human Touch Still Matters

27:35 Wrap Up and Book Info

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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