Artificial intelligence is developing so quickly that it is difficult to keep up. We dive right in as we don’t want to fall behind and all the while concerns are growing.
“There is great concern about the negative consequences of AI technology,” says Dag Slettemeås, researcher at Consumption Research Norway (SIFO), OsloMet. He is responsible for a recent study that demonstrates, for the first time, what the Norwegian population know and feel about this trend. Although people can see many useful applications for artificial intelligence, skepticism was most prevalent.
Superintelligence at super speed
In 2023, experts, including Elon Musk, called for a timeout in AI development. They feared a loss of control over super-intelligent machines and disastrous consequences for people and the planet.
In 2025, the situation is completely different. The pace has now picked up and an increasing number of new and “frighteningly clever” AI variants are being launched. Tech companies package the pace of development with promises of superintelligence that will benefit science, health and the climate.
According to the study, we have little faith in these selfless benefits to society. Only 17 per cent consider it credible, while 38 per cent are skeptical. The rest, nearly half of responders, have not made up their mind.
We are, however, extremely concerned about developments in AI. As many as eight in ten are concerned about disinformation, surveillance and fraud. Just as many fear election manipulation, hacking and ID theft.
“The pace is moving so quickly that we have no chance to tame the technology. We feel as though we are losing control and AI ends up feeling like an existential threat, which is reinforced by the media and science fiction,” says Slettemeås.
Fear of misuse and manipulation
A large number of people also fear election manipulation and deepfakes of politicians. AI-generated impersonations of ordinary people, often of a sexual nature, are something else many people are concerned about. Women are more at risk of this than men and as many as 82 per cent of women are concerned about this type of misuse.
Many people are also concerned about “human hacking”, AI being able to manipulate emotions and exploit people’s weaknesses without us realising, as well as being concerned about harmful AI-generated content having a negative impact on young people’s mental health. Those who are the least concerned about this are young people themselves.
Eight in ten people are also concerned that AI could generate content that is so realistic that we struggle to differentiate between what is real and what is fake.
In order for the developments in AI to provide benefits and reassurance for businesses, the public sector and consumers and to ensure that everyone is included as intended by the authorities, we need to address the concerns and uncertainties expressed by the population.– Dag Slettemeås
One in three have confidence in the Norwegian strategy
In order to keep pace with the rapid development, we require better regulation and this is something that both Norwegian and European authorities are working on.
Confidence in the visions of the big tech companies is low and a large majority of people would like the Norwegian authorities to regulate artificial intelligence.
The government’s ambitious digitalisation strategy states that “Norway is to become the most digitalised country in the world by 2030”. Artificial intelligence is intended to play a key role in achieving these targets. What do people think about this strategy?
One in three people have great confidence in the strategy, while only one in four trust that the authorities, through regulations and compensatory measures, will ensure that developments in AI benefit the entire population. Far more men (43 per cent) than women (25 per cent) agree with the strategy.
We need to take people’s fears seriously
The researcher believes there are some steps the authorities could take.
“In order for the developments in AI to provide benefits and reassurance for businesses, the public sector and consumers and to ensure that everyone is included as intended by the authorities, we need to address the concerns and uncertainties expressed by the population. Confidence and fear are very real feelings – on a par with practical, technical and legal challenges – that need to be taken into account in order for us to be able to increasingly take ownership of AI use and development at home.”
“A sense of confidence, skill and control is key, even if the race towards a “super-intelligent” society is being driven by major nations and global tech companies. Skills development, involvement and perhaps a “critical pause” now and again could help provide confidence in an otherwise extremely rapid technological development,” says Slettemeås.
Other findings from the study
- 4 in 10 of all respondents believe they have adequate digital/AI skills
- 1 in 4 have a positive view on the development of superintelligence
- 1 in 5 are positive to “AI agents” that can actively contribute to working life
- 6 in 10 15–17-year-olds regularly use ChatGPT and usage declines with age
- 7 in 10 are concerned that AI will take away more control from us, making us “dumb” and vulnerable
- Women and older people are generally more critical than men and younger people
About the study
This report is based on a national study of the Norwegian population’s encounters with artificial intelligence in various areas and touched on experiences, attitudes and assessments. The data was collected in March 2025.
The report forms part of the RELINK research project, funded by the Research Council of Norway.
Download the report
Dag Slettemeås: Towards a super-intelligent, synthetic and robot-supported everyday life? A nationwide study of the population's encounters with artificial intelligence (oda.oslomet.no). SIFO report no. 9-2025
