Only one in five Latvians view the use of AI in communication positively

A survey conducted by Olsen+Partners this month found that 80% of Latvian residents have often (35%) or sometimes (45%) had the impression in the past year that the communication materials of organisations or their spokespersons – advertisements, news or social media posts – have been created with the help of artificial intelligence.

Only 21% of respondents have a positive attitude towards the presence of AI in communication materials. Half (50%) of Latvian residents have a negative attitude, indicating growing concerns about the authenticity, reliability and quality of content. A third (29%) of respondents have no specific attitude on this issue.

“Organizations and their representatives must carefully consider when and how to use artificial intelligence in content creation. As soon as people notice that the content has been created by a neural network, trust in both the content and the organization decreases. AI is often given away by an overly emotional writing style, sentence structure that is untypical of Latvian, specific punctuation, and excessive use of emoticons. This becomes especially problematic when the leaders and experts of organizations use these tools to create their social media posts, thus losing authenticity. This is the case when it is better to write imperfectly but in your own style than to multiply identical plastic texts. The use of artificial intelligence is not a problem in itself, but it must not replace strategic thinking, human stories and professional communication,” says Dr.Sc.Comm. Olga Kazaka, co-founder of Olsen+Partners.

International research shows that the use of AI in communication is growing faster than public’s trust in it. According to an analysis published by Axios and Graphite in 2026, about half of online articles and blogs already contain text generated by artificial intelligence. In turn, the 2025 Edelman Trust Barometer concluded that in countries such as the USA, the UK and Germany, scepticism about the use of AI in business and communication is greater than enthusiasm.

“The communication industry is undergoing rapid changes. AI tools can help speed up work processes, but it is more important than ever for organizations and their spokespersons to protect their authenticity and unique voice,” emphasizes O. Kazaka.

The survey was conducted by the research company Norstat in April and May 2026, commissioned by Olsen+Partners, and involved 1004 Latvian residents aged 18 to 74.