Prolific Data May Misestimate Some AI Attitudes Compared to a Nationally Representative Sample

In 2024, we collected our standard sample for the AI, Morality, and Sentience (AIMS) survey with nationally representative data alongside a secondary sample from Prolific, a popular study recruitment platform. We found substantial differences, suggesting that Prolific data collection cannot readily substitute for nationally representative data in this context. Although the Prolific sample closely aligned with census estimates for age and sex, and approximated on race/ethnicity and region, the sample was more highly educated, more liberal, and reported more experiences with AI than the nationally representative sample—among other general differences. In terms of AI attitudes, two important differences were that Prolific users expressed less moral concern for AI and lower perceived risks from AI even after controlling for demographic effects.