An out-of-control race: Why we fear artificial intelligence 

Artificial intelligence is developing so quickly that it is difficult to keep up. 

We dive right, determined not to fall behind, and all the while concerns are growing.

“There is great concern about the negative consequences of AI technology,” says Dag Slettemeås, a researcher at OsloMet's Consumption Research Norway (SIFO).

He is behind a recent study that, for the first time, reveals what the Norwegian population knows and feels about this trend. 

While many recognise the useful applications of AI, scepticism remains widespread.

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 promote this rapid progress with promises of superintelligence that will benefit science, health, and the climate.

However, Slettemeås' study shows that people have little faith in these selfless benefits to society. Only 17 per cent find them credible, while 38 per cent are sceptical. The rest, nearly half of respondents, have not made up their minds.

At the same time, people are extremely concered about developments in AI. Eight in ten people are concerned about disinformation, surveillance, and fraud. Just as many fear election manipulation, hacking, and identity 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

Many also fear election manipulation and deepfakes of politicians. 

AI-generated impersonations of ordinary people, often of a sexual nature, are another growing concern. Women are particularly vulnerable, with as many as 82 per cent expressing concern about this type of misuse.

Many are also concerned about ‘human hacking,’ where AI could manipulate emotions and exploit people’s weaknesses without their awareness.

There are also concerns about harmful AI-generated content negatively affecting young people’s mental health. Those who are the least concerned about this are young people themselves.

80 per cent fear that AI could generate content that is so realistic that we struggle to differentiate between what is real and what is fake.

One in three have confidence in the Norwegian strategy

To keep up with the rapid pace of development, better regulation is needed. This is something both Norwegian and European authorities are now working on.

Public confidence in big tech's vision is low, and a large majority of people want the Norwegian authorities to regulate AI.

The government’s ambitious digitalisation strategy states that 'Norway is to become the most digitalised country in the world by 2030.' AI is intended to play a key role in achieving this goal. 

But what do people think about this strategy?

One in three express great confidence in the strategy, while just one in four trust that the authorities – through regulations and other 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

Slettemeås believes there are several steps authorities could take.

The researcher explains that in order for AI developments to benefit businesses, the public sector, and consumers – and to ensure that everyone is included as intended by the authorities – society must address the concerns and uncertainties people feel. 

“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,” he says.

Slettemeås adds that a sense of confidence, skill, and control is key, even if the race towards a 'super-intelligent' society is 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,” he says.

Reference:

Slettemeås, D. 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

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