The world of Artificial Intelligence (AI) is constantly changing - tools, capabilities and the rules of the game are updating faster than ever before, so you need to be able to adapt, learn and think ahead. But AI is no longer just a technology. How do we really perceive it? A study by Norstat, one of the leading market research data collectors in Europe, revealed something surprising - 37% admit to perceiving MI as a friend, colleague or acquaintance.
Friend or tool?
In March 2026, Norstat conducted a survey of 500 Latvian internet users who use AI in their daily lives. People aged 17-65 were asked - what type of person do you associate most with AI? While it is understood that AI is a technology, some respondents admitted that they perceive AI as a friend (16%), colleague (12%) or acquaintance (9%). Overall, 37% see human qualities in MI.
This also supports the current trend that people prefer a more personalised approach, and that the MI voice and tone of communication are becoming increasingly important. It is not just a technical tool, but is seen as an everyday assistant who can be communicated with, who listens and always answers.
Expert or not?
Of the multiple choice questions, the majority of respondents indicated that they perceived MI as an expert (28%). MI is asked questions and expected to give an objective, accurate and truthful answer. This in turn can give the impression that the MI is an expert.
16% respondents indicated that they did not associate any type of person with MI. Consequently, some users still consider MI as a tool.
We are not afraid of MI yet
Only 1% respondents admitted that they see MI as a competitor or perceive it as their leader. This only confirms that MI can still be positioned as a helper rather than a substitute. Whereas MI initially raised fears about possible job losses, these fears have now diminished.
Tips and recommendations
- Position MI as a competent assistant. Based on the data, 28% see MI as an expert and 12% as a colleague, so positioning MI as a tool that is knowledgeable and responsive (like a competent colleague) is a successful solution;
- Pay attention to the tone of your communication. Language, voice, tone and communication style create a set of feelings. 37% respondents see MI as a type of person, so “dry” and technical communication is worth improving and personalising;
- Don't diminish fears that don't exist. Only 1% MI sees a competitor or driver. 16% MI does not see any type of person. More important than the fact that MI will not replace a person is to convey the message of how MI can help in everyday life and how to use it in practice.
Be the marketing leader of the future
If you want to be one step ahead of others and become a future marketing leader, meet us at the Marketing Shake WORKSHOP on 8 October at Apollo Cinema Akropole Riga.
The masterclass will be moderated by Alexander Morad - internationally renowned digital marketing and artificial intelligence expert, entrepreneur, speaker and author of the international bestseller “AI OR DIE”.
During the 4.5-hour masterclass, you will gain valuable content on the latest trends and techniques, as well as develop practical skills in working with AI. Find out more about the event and tickets here!
Marketing Shake 2026 Festival
In addition, on 21 May in the Sports 2 Quarter, the largest marketing and communication festival in the Baltics, Marketing Shake 2026, will offer an opportunity to hear the expert Michel Megherbi's perspective on the advantages of European marketing in MI, Linda Ezera, CEO of Norstat Latvija, will reveal research data on the public perception of MI, and Harri Olavinsilta, strategist and managing director from Finland, will focus on brand building by combining data, artificial intelligence and human experience.
Lectures, discussions, workshops and case study a stage for open stories of experience. Marketing Shake 2026 will explore the role of attention from a marketing perspective, creating a platform where creativity, data and strategy converge in the battle for the glance, the click and the mind. Find out more about the event, special guests and tickets Marketing Shake 2026. See you there!
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The article draws on data from a Norstat survey conducted in March 2026.
Project organisers: WE ARE VERY
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