A quiet but growing backlash against artificial intelligence is underway, and brands need to pay attention, according to Dr. Naeema Pasha.
In a recent video, Pasha stated, "More people will switch off from AI. There'll be signs saying 'No AI used here.' That's already coming through."
She argues this is not anti-tech sentiment but a new form of customer segmentation. Consumers are beginning to deliberately choose products and services that are not AI-powered, creating a clear divide in the market. As this trend accelerates, brands will be forced to pick a side: embrace AI openly or declare their products AI-free.
The warning comes as part of a broader discussion on AI governance, ethics, and trust. Pasha's comments highlight a growing skepticism among the public, who are increasingly concerned about fairness, transparency, and the loss of human touch in automated systems.