AI in Public Discourse: Uses, Benefits and Perceived Risks
How Bulgarians feel about artificial intelligence?
Between July and December 2025, Artificial Intelligence dominated public conversation across Bulgarian social media, news outlets, and online forums. What began as a wave of curiosity and enthusiasm quickly evolved into a more complex and divided debate – one shaped equally by practical adoption and growing societal concern.
Perceptica’s latest media analysis examines public sentiment toward AI in Bulgaria during this period, tracking how different audiences perceive its value, where fears are concentrated, and which narratives are gaining momentum. From job displacement anxiety and fraud concerns to enthusiasm around productivity and creative tools, the report captures the full spectrum of public opinion as AI moves from novelty to everyday reality.
Here are some key takeaways from the report:
- Sentiment is nearly balanced but slightly negative, reflecting a public that sees real value in AI but remains cautious about its broader societal impact.
- Work and business is the dominant context of use, accounting for 31% of all AI discussions, where people talk about productivity gains, research support and workflow optimisation.
- Creativity and personal use are tied at 26% each, highlighting AI’s strong presence in content creation, problem-solving and everyday entertainment.
- Job displacement, fraud and child safety are the top concerns, positioning AI as a technology that could amplify existing vulnerabilities if left unregulated.
Perceptica’s hybrid approach combines AI-powered monitoring with expert human analysis to deliver actionable insights on sentiment shifts, emerging risks, and narrative trends that standard tools miss.
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