Consumers demand human oversight amidst AI’s rapid expansion

Millennials are driving AI adoption.

Generative AI is reshaping industries, but consumers want human oversight to ensure accuracy and trust, according to Euromonitor International’s Top Global Consumer Trends 2025 report.

“Whilst the use of Generative AI has surged over the past two years, there’s been a reassessment of pros and cons," said Linda Lichtmess, research consultant at Euromonitor.

"With consumers more familiar with AI and its functionalities, they also became aware of its limitations," she added. "The reality check shifted the conversation from focusing solely on AI’s potential to a more nuanced understanding of its capabilities."

The report said that millennials are driving AI adoption, whilst baby boomers remain sceptical. In 2024, 40% of consumers consider AI a trustworthy source, but nearly half of baby boomers (48%) expressed discomfort with autonomous vehicles.

Additionally, consumers now expect businesses to integrate human oversight to improve AI accuracy and reliability. "On one hand, people appreciate practical benefits like personalised ads and streamlined shopping experiences," said Lichtmess. "On the other, people want clarity on whether they’re engaging with human-made or AI-generated content.”

AI investment is also accelerating, with 49% of professionals planning to invest in GenAI over the next five years. Retail and consumer electronics lead the way, with brands like L’Oréal and Samsung integrating AI into products.

Smart appliance sales have risen from 17% of total units in 2020 to 23% in 2023.

“Business should offer a seamless customer experience where AI supports efficiency, but never at the expense of genuine human interaction," said Lichtmess. "It's about using technology when it will actually provide some advantage to the customer, not in place of the personal connection that is still so essential in maintaining trust and loyalty.”