Craft - Human Intelligence

The programme for the Market Research Society (MRS) #semiotics and #cultural insights conference is out! Link in comments. What a brilliant line-up! Craft - Human Intelligence will be presenting with BBC Studios, showcasing some of our work on understanding how British stories, based on differing articulations of Britishness, land in the USA.

What kinds of AI applications are news audiences more comfortable with? This is the question at the heart of new qualitative research we published today. The Reuters Institute commissioned strategic insight agency Craft - Human Intelligence to produce this research in the context of the Digital News Report 2024. Up to 45 users in Mexico, the UK, and the US (15 in each country) went through a 3-phase deliberative journey. First we documented their attitudes about AI. Then they began a week-long assignment, where they tried out 25 use cases of AI in news. Finally, they did a reflective interview in which they explained how their attitudes had changed. 🎯 What we learnt. Our conversations show that general attitudes towards AI are significantly shaped by broader cultural narratives and that comfort levels vary considerably across applications. The type of information being conveyed and whether human interpretation and feeling is required matter quite a lot for the users we talked to. The medium itself and the amount of human oversight are also important. Finally, our research suggests that disclosure of AI use requires a nuanced approach. Explore the full report and a summary piece by our researcher Amy A. Ross Arguedas in the link below #AI #AIjournalism #innovation #technology https://lnkd.in/dD_6bvwq

Interested in #ai, #news and how the public in Mexico, the UK and the USA really feels about the use of generative AI across journalistic practice? You can sign up using the link below to receive a copy of Craft - Human Intelligence's #research report for the Reuters Institute for the Study of Journalism. And if you'd like a presentation or have any speaking opportunities on this highly relevant and fast-moving topic, please get in touch with me directly. Spoiler - it isn't as simple as people being boomers and doomers, for or against. Using innovative qualitative and deliberative techniques we've dug well below the surface to get past knee-jerk responses conditioned by popular culture, media narratives and experiences. What emerges is a nuanced picture. The report will conclude with a set of practical recommendations for #newsbrands about how AI could be incorporated into the production and distribution of news, informed by when and why #audiences are more/less comfortable with its use. Sign up here, and feel free to share the link amongst those who you think might be interested or benefit from it - https://lnkd.in/eeK-KXZt

Walking cliche that I am, I'm very much looking forward to heading to Brussels in March for moules frites, beer and waffles. I'm looking forward even more to chairing a panel on reaching young audiences at Media Innovation Xchange. I'll be aiming to keep up with a Dutch YouTuber who uses AI to generate most of his content, a Norwegian broadcaster who is using LESS social media to reach young people, and a Belgian public service broadcaster with a dedicated gaming and esports channel. Fascinating stuff! #media #research #insight #genz https://lnkd.in/eXizDAhS

I'm delighted to announce that Craft - Human Intelligence continues its #research collaboration with the Reuters Institute for the Study of Journalism. This time we are conducting an #insight study into public attitudes towards the use of #ai in #news and #journalism. The study is being conducted in Mexico, the UK and the USA. If you're interested in receiving a copy of the report once the study is complete, please register your interest through the link below or get in touch with me directly. https://lnkd.in/e7aHcfwC Please feel free to share widely to those you think might be interested. Lea Karam, Dr. Eleonora Maria Mazzoli, James Hamilton, Amil Khan, Maria Bruder, Lucile Stengel, Kevin Cowan, Claire Rooney, Emma Thomasson, Jodie Jackson, Martin McGale, Fernando Ojea, Valery Marinov, Lien Van Eekert, Rebecca Thompson, Anya Fenge - Davies, Stephen Hull, Katie M., Monika Pick, Liz Corbin, Valentina P., Sophia Smith Galer FRSA, Nadine Forshaw, Ella Sagar, Kirsten Eddy, Andrew Tenzer, Joe Chapman, Adrian Barrick

Some nice news for Craft - Human Intelligence to start the year with. We and Channel 4 - 4Youth Insight / Channel 4 have been shortlisted for another award! This time it's in the Pulse of the Nation category at the Adwanted UK #media #research awards, which we're particularly happy about given our specialism of working at the intersection of socio-cultural trends and content. Big up to the Craft team who worked on Beyond Z - the continued success and impact of this work is all down to you. Nicki Karet, Robyn Lawes, Charu Agarwal, Daniel James Baldwin, Rachel Pratt, Tarek Chaudhury, Jhanne Litson and Liz Pereira. And of course, to our wonderful clients Georgina Harvey and James Hamilton, who continue to put their faith in us and to be superb collaborative partners. https://lnkd.in/eZAFhHTM