Silicon Valley is trying to make sense of the growing backlash against artificial intelligence, but so far, it’s not going that well. The inconvenient truth is that a significant portion of the world is not optimistic about the technology they’re building. But recent attempts to diagnose the root of the problem by CEOs like Meta’s Mark Zuckerberg and Anthropic’s Dario Amodei indicate they don’t understand what’s actually driving society’s disdain for AI.

The rest of popular culture, meanwhile, is finding ways to capitalize on AI hate. Just look at this new commercial for Liquid Death and Garage Beer. The two beverage brands teamed up with former Philadelphia Eagles football player and Taylor Swift brother-in-law Jason Kelce, who invited people to pee in bottles and send them to AI data centers. In an interview with Marketing Dive, Liquid Death’s creative lead said the data center backlash was “literally the one thing that unites all Americans right now.”

More than half of Americans under 30 say they are more concerned than excited about AI, a figure that’s grown 24 percent in the last five years, according to a Pew Research Center survey published earlier this week. More than 70 percent of people polled in all age groups say they believe AI will lead to fewer jobs.

But other recent polling data shows that people have broader anxieties about the technology that go far beyond jobs and the data center boom. Americans also think AI will harm young people’s ability to form meaningful relationships, that tech companies should be required to compensate creators whose works were used to train models, and that AI could harm the critical thinking skills of students.

The tech industry often chalks up the AI backlash to a communication and branding problem, but it’s much deeper than that. Hearing different messages around AI made little difference in people’s opinions on the technology’s societal impact, according to a recent survey from the Searchlight Institute.

While Silicon Valley is starting to grapple with growing negative public sentiment about AI, investors and executives I talk to have grown increasingly worried that the industry is failing to fully comprehend how big of a problem this could be for adoption of AI products.

Earlier this month, Zuckerberg published a 6,500-word essay painting his optimistic vision of an AI future. The Meta CEO described a world in which everyone has a personalized AI assistant that knows you intimately (presumably from all the personal information Meta’s apps have collected) and can help with your career, hobbies, and perhaps even raising your children. Of course, such a product doesn’t exist yet, but Zuckerberg is basically arguing that giving everyone unfettered access to highly capable AI is the best-case scenario for this technology.

I’m optimistic that AI will continue getting better and more helpful, but I’m skeptical that this will be enough to transform the way people feel about it. For people to even use the theoretical product Zuckerberg envisions, they will need to have a lot of trust in the companies that build it. Current polling suggests that the AI industry has yet to earn that trust.

The Meta CEO also made a not-so-subtle jab at Amodei, saying he was surprised that “discourse from many developing AI is so filled with doom.” On social media and during an appearance on the All-In podcast, tech investor Gavin Baker reiterated Zuckerberg’s points and went even further, writing that “Dario’s messaging has been massively helpful to efforts to ban data centers here in America.” White House AI adviser and All-In co-host David Sacks chimed in as well, writing that Anthropic’s “narratives have done more than anything to shape public fear.”