07
volume 07 | August 2025
Discover what’s on the minds of FT readers
FT Audience Barometer
Discover what’s on the minds of FT readers
Discover what’s on the minds of FT readers
Welcome to the 7th edition of the FT Audience Barometer. During a year marked by economic uncertainty and geopolitical upheavals, our FT audience survey sent out in Q1 '25 saw more than 900 FT readers sharing their perspectives on global markets, business priorities and the evolving role of artificial intelligence, including how opinions have changed since we first asked about AI in 2023.
In this issue…
Dive into the details below, and find out what’s on the minds of FT readers
Special report: AI
How have readers' opinions shifted since 2023?
In terms of some of the big questions, the answer is, not too much. In our first Barometer survey, 79 per cent of working readers agreed with the statement: “I am interested in AI and the way it can be implemented at work”; this time it was down a little at 77 per cent. And 65 per cent of working readers agreed with the statement: “I think the implementation of AI is more of an opportunity than a threat”, a slight increase from Q3 ’23 (63 per cent).
0%
As FT readers have become more familiar with AI, their opinions on it have changed subtly, becoming, in general, less optimistic about its benefits but also less worried about its threats. In terms of “improving performance” (61 per cent of respondents saw this as one of its main benefits in Q1 ‘25) and “reducing workload” (45 per cent), perceptions of AI stayed steady with little change between 2023 and now.
But, while 38 per cent of readers thought it helped to “improve decision making” in Q3 ’23, only 27 per cent do now, and their faith in AI’s capacity to “reduce the risk of human error” fell from 36 per cent to 22 per cent over the same period. When it came to the threats posed by AI, 59 per cent of FT readers were worried about algorithmic bias due to bad data in our most recent poll, compared with 74 per cent of FT readers in Q3 ’23. And the proportion worried about job losses had fallen from 30 per cent to 22 per cent, suggesting that the question of what will happen to office jobs in the age of AI is still to be settled.
What seems certain, however, is that AI is here to stay. Only one per cent of FT readers expected their company’s spend on AI to decrease over the coming 12 months and the net anticipated increase in spending was 71 per cent. Nonetheless, the future impact of the technology is a cause for concern for a significant chunk of readers: 41 per cent agreed with the statement: “AI-powered products and services make me feel uneasy”. Some of them might agree with John Thornhill that it’s time to make AI safe again.
0%
Economic outlook:
Could geopolitical turmoil be worrying readers?
75 per cent of respondents expected an economic decline over the next six months (up from 41 per cent in Q4 ’24). Only 11 per cent of readers retained optimism that things will improve, but the majority appear to be convinced by Martin Wolf’s thesis that Trump’s delight in doing whatever he wishes is incompatible with stability or sustained dynamism.
0%
Unsurprisingly, our readers’ pessimism extends to their local economic conditions, with 55 per cent predicting that things will decline in their region over the next six months, compared with just 21 per cent who think things will improve. In the Americas, the gloomy outlook is particularly pronounced, with 73 per cent envisaging a decline and just 13 per cent confident of improvement. Evidence, perhaps, that they agree with Chris Giles’s assessment that, when it shoots itself in the foot, America will be left bleeding.
0%
Industry outlook:
Is confidence continuing to decline?
On average, those thinking conditions would improve over the next six months went down to 25 per cent (from 36 per cent in Q4 ’24). In some sectors, this downward trend was particularly marked, notably US tech, where the Trump honeymoon appears to be over. In Q4 ’24, 71 per cent of readers working in the sector in the US and Americas thought that things would improve, with just 14 per cent thinking they’d decline. Just three months later, in our most recent poll, the mood had shifted to 45 per cent improve and 44 per cent decline. Perhaps these readers agreed with Richard Waters, that it is Silicon Valley that stands to lose from a trade war
0%
Among FT readers working in the tech sector in the CEMEA region, just nine per cent thought things are likely to decline over the coming six months, a reflection, perhaps, of a growing sense that Europe needs to reassert its technological sovereignty and that it’s time for its deep tech companies to go big.
Business confidence:
Do readers believe their business can weather a geopolitical storm?
70 per cent of respondents were confident that their company can successfully navigate the current economic and geopolitical climate, down just one per cent on Q4 ’24. However, there was considerable variation between regions and sectors. There was a spike in confidence among FT readers working in the UK’s retail/travel/leisure sector, with 79 per cent feeling optimistic about their immediate future, up from 64 per cent in Q4 ’24. How much of a factor is the influx of foreign visitors to London’s West End as international theatregoers boycott Broadway?
0%
By contrast, business confidence among FT readers working in finance in the Americas had slipped to 67 per cent, down from 92 per cent in Q3 ’24. Perhaps this is unsurprising, with JP Morgan chief Jamie Dimon warning of “considerable turbulence” ahead. With some of the country’s major players posting big earnings, it remains too early to say whether it’s glass half-full or half-empty for US banks.
Company priorities:
Why does cost cutting remain a top concern?
With 41 per cent of respondents choosing it as one of their key goals. Among those working in the government/health/NGO sector, this rose to 50 per cent of readers, a consequence in part, one might imagine, of the swingeing cuts to foreign aid on both sides of the Atlantic. Indeed, readers in the sector might be asking themselves if international aid can survive in a crumbling world order?
0%
One of the key trends in Q1 ’25 is the ongoing decline in importance of finding and retaining talent, which was the top priority as recently as Q2 ’22. In our most recent poll, the proportion of FT readers choosing it as one of their top goals was down to 28 per cent, a number which fell to just 24 per cent in the UK. Further evidence, perhaps, that there is a considerable weakening of the country’s jobs market.
Comms priorities:
Why are readers increasingly favour "stability" and "resilience"?
In terms of corporate messaging to stakeholders, one of the noticeable trends has been the growing importance of communicating stability, with 39 per cent of FT readers rating it as a priority for their company. Among those working in the education sector, this figure leapt to 48 per cent, a reflection, perhaps, that around the world universities are keen to show resilience as they endure life on the frontline of the culture wars.
What is the FT Audience Barometer?
The FT Audience Barometer is an analysis based on data from a short survey conducted multiple times a year that measures the sentiment of FT readers. The Barometer does not include all findings or focus areas from the survey, but instead chooses different data to analyse so that we can keep each edition unique, fresh and insightful.
What the FT Barometer survey focuses on:
Since its inception in March 2020, the Barometer survey has received more than 15,000 responses from the FT audience.
Each wave of the survey asks the same set of questions across
Four core areas:
Perception of economic conditions – global, local, industry and company-wide
Most important business goals and priorities in the next six months
Importance of business communication
Corporate messages to communicate to key stakeholders
But each wave of the survey also includes different themed sections. This time, the survey focused on perceptions around AI. The Q1 2025 survey link was emailed to readers of the FT (print and/or digital) and members of the FT Feedback Forum. Some 906 respondents completed the survey. For more information or ideas for the next one, please email: research@ft.com.