CARMA: Perceptions Report Shows AI Shift to Strategic Infrastructure

CARMA, the world's most experienced media intelligence and reputation analysis partner, has launched its second edition of Perceptions of AI report, revealing a fundamental shift in how artificial intelligence is understood, discussed and governed around the world. Titled Perceptions of AI: A Power Shift from Productivity Tool to Strategic Infrastructure, the report finds that AI has entered a new phase where conversations are increasingly centred on governance, geopolitical influence, executive leadership and public trust.

Drawing on an analysis of 6,006 articles from 500 tier-one media outlets across 45 markets, alongside public opinion research spanning 6,300 respondents in 19 markets, the report combines AI-powered media intelligence with audience research to provide an evidence-based assessment of AI's evolving reputation and what it means for organisations communicating about the technology.

The findings show that global AI conversation has matured considerably since 2023. While AI was initially framed as a productivity tool and later as an economic opportunity, H1 2026 marks a decisive transition towards AI as strategic infrastructure. Media narratives increasingly focus on technological sovereignty, national security, export controls, AI infrastructure and geopolitical competition, signalling that AI is now viewed as an issue of strategic national importance rather than simply technological innovation.

Commenting on the findings, Jennifer Sanchis, Insights & Consulting Director, Europe & US at CARMA, said: “Artificial intelligence has evolved beyond just a story about innovation alone to embrace the narrative of a defining force shaping geopolitical influence and corporate accountability. Organisations that employ or rely on AI as a buzzword risk eroding trust, while those that demonstrate measurable outcomes, transparency about how AI is used as well as clear human oversight will define the next generation of credible leadership.”

The report also reveals an important evolution in public attitudes. Trust in AI continues to rise, increasing from 26% in 2025 to 33% in 2026, yet audiences have become significantly more discerning. Nearly six in ten respondents believe organisations exaggerate their use of AI, while almost half admit they pay less attention to communications simply because they mention AI. Rather than rewarding AI announcements alone, audiences increasingly expect organisations to demonstrate measurable outcomes and responsible implementation.

Another defining insight is the growing role of business leaders in shaping AI's reputation. CEOs continue to dominate AI conversations and generate the most positive media coverage, yet they remain less trusted than academics. As AI becomes increasingly associated with workforce transformation, restructuring, and corporate governance, executive communication is emerging as a significant reputational driver. The report also finds that organisations are increasingly judged by how their leaders choose to deploy and govern AI, not just how they are developing it.

The report outlines eight strategic recommendations for communications professionals, encouraging organisations to shift from communicating AI responsibly to communicating it strategically. As AI becomes embedded within business, government, and society, reputation will increasingly be determined by governance and demonstrable value rather than technological capability alone.

The research further identifies one of the most significant opportunities facing communicators today: while media and public opinion consistently recognise safety as the foundation of trustworthy AI, transparency remains markedly underrepresented in media narratives despite being one of the strongest drivers of public confidence. The report underscores that organisations seeking to differentiate themselves should move beyond promoting AI adoption and instead communicate openly about how AI systems operate, where human oversight exists, and how decisions are made.

“AI is now embedded in the decisions that shape businesses and economies, and the organisations that succeed will be those that treat it as a strategic responsibility that demands rigorous measurement and a commitment to building trust at scale,” Jennifer Sanchis concluded.

Perceptions of AI: A Power Shift from Productivity Tool to Strategic Infrastructure is now available for download. Please click here to access the report.