B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
60%
60% -- consumer discomfort rate ai virtual ambassadors for consumers in France, Sweden and Britain (2025)
60% or more of consumers in France, Sweden, and Britain are uncomfortable with brands using AI to create virtual brand ambassadors.
- Value is a threshold/lower bound ('60% or more')
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
YouGov
Primary
Tier A
https://martechasia.net/news/half-of-global-consumers-uncomfortable-with-virtual-brand-ambassadors/ ↗
Source Article
Half of global consumers uncomfortable with virtual brand ambassadors | MartechAsia
Among the 17 markets polled, consumers in France, Sweden, Britain, Spain, Canada and Italy are most uncomfortable with the use of AI in advertising.
Latest YouGov Surveys research across 17 markets globally has found that consumers are more likely to be uneasy than comfortable with brands using AI t…
Original Research
YouGov
· Original study ↗
Methodology
YouGov Surveys; threshold figure '60% or more' — value is a floor
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers in France, Sweden and Britain: 60% consumer discomfort rate ai virtual ambassadors. Source: YouGov (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-uncomfortable-ai-ambassadors-france-sweden-britain-2025
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<blockquote cite="https://lighthousedata.io/data/consumers-uncomfortable-ai-ambassadors-france-sweden-britain-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- consumer discomfort rate ai virtual ambassadors for consumers in France, Sweden and Britain<br><small>Source: YouGov (2025) · <a href="https://lighthousedata.io/data/consumers-uncomfortable-ai-ambassadors-france-sweden-britain-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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