As Novus measures Swedes’ attitudes to AI-produced material for the third year running, a clear picture emerges. Despite some movement between the years, the main pattern is stable, and in every area surveyed more people are still negative than positive about AI being used to create content. 

The clearest difference in attitudes concerns who is using AI. AI meets the least resistance in people’s own communication or their own work. Acceptance here has also increased slightly since the first measurement in 2024. At the same time, the negatives still outnumber the positives here too, which shows that the trend is a certain softening rather than a fundamental shift in attitudes. 

In communication from companies and organisations, a cautious improvement was seen between 2024 and 2025. However, this year’s measurement shows that the trend has not continued. Positive attitudes have stagnated or declined, while negative ones have risen again. 

Advertising and marketing is the category whose character has changed most clearly since 2024. Fewer people are neutral towards AI-produced material and more are taking a stance, both positive and negative. Although the share of positives has increased, negative attitudes have increased more, which means resistance is stronger today than when the measurements began.  

Communication from public authorities is the category where attitudes have shifted most clearly in a negative direction. The share of negatives has increased year by year, while the share of positives has remained largely unchanged. In 2026, public authorities are the sender that meets the strongest resistance to AI-produced material. 

AI-generated content in private individuals’ social media also meets widespread scepticism, which shows that the resistance applies not only to institutions and organisations but also to communication between private individuals. 

The most striking pattern is that attitudes differ clearly depending on the sender. AI meets the least resistance when it is used in people’s own communication or work, and the greatest resistance when the sender is a public authority. The open-ended answers show that the scepticism is not only about the technology itself. It is very much about trust: whether the content is perceived as genuine, credible and verified, or as misleading, impersonal and hard to trust. 

Contact Ieva Englund for free access to the report (in Swedish).

Ieva Englund

Brand expert
ieva.englund@novus.se