Consumer attitudes toward AI are reshaping how people discover products, evaluate brands, and decide whom to trust. This page collects the most-cited 2024 and 2025 statistics on AI and consumer behavior, sourced from primary research by Pew Research Center, Accenture, Edelman, Salesforce, Deloitte, IBM, PwC, and Capgemini. Bookmark it, cite it, or use it to brief your team on where consumer AI is heading.
01 / AI Awareness and Adoption
72% of consumers now interact with generative AI, surveyed across 18,000 consumers in 14 countries. Global AI chatbot usage reached 48% in 2024, up 10 percentage points in a single year.
Source: Accenture Consumer Pulse 2025, Google / Ipsos Multi-Country AI Survey 2025
95% of U.S. adults have heard at least some amount about AI; 47% say they have heard 'a lot' about it, up from 26% in 2022.
Source: Pew Research Center, September 2025
62% of U.S. adults interact with AI at least several times per week.
Source: Pew Research Center, September 2025
53% of U.S. consumers are now experimenting with or regularly using generative AI, up from 38% in 2024.
Source: Deloitte Connected Consumer Survey, 2025
Global AI chatbot usage reached 48% in 2024, up 10 percentage points from 38% the prior year. By 2025, first-time majorities in nearly all 21 surveyed countries had used an AI chatbot.
Source: Google / Ipsos Multi-Country AI Survey, 2025
72% of consumers now interact with generative AI, per a survey of 18,000 consumers across 14 countries.
Source: Accenture Consumer Pulse 'Me, My Brand and AI,' 2025
61% of American adults have used AI in the past six months; roughly 1 in 5 (20%) rely on AI every single day.
Source: Menlo Ventures / Morning Consult State of Consumer AI, 2025
88% of organizations now use AI in at least one business function, up from 78% in 2024. Generative AI specifically is in use at 79% of organizations.
Source: McKinsey State of AI, November 2025
AI Chatbot Usage by Region (2024)
Emerging markets AI chatbot usage reached 58% in 2024, up from 47% in 2023. APAC reached 52%, Europe 42%, and the U.S. 29%.
Source: Google / Ipsos Multi-Country AI Survey, 2025
02 / Consumer Trust in AI
In the U.S., consumers who reject the growing use of AI outnumber those who embrace it by 3 to 1: only 17% embrace AI vs. 49% who reject it. In China the ratio reverses: 54% embrace vs. 10% reject.
Source: Edelman Trust Barometer Flash Poll, November 2025
Trust in AI by country: U.S. 32%, UK 36%, Germany 39%, Brazil 67%, China 87%.
Source: Edelman Trust Barometer Flash Poll, November 2025
72% of consumers trust companies less than they did a year ago, against a backdrop of rising AI adoption.
Source: Salesforce State of the AI Connected Customer, 2024
59% of Americans have little to no confidence in U.S. companies to develop AI responsibly. 62% lack confidence in effective government AI regulation.
Source: Pew Research Center, April 2025
33% of consumers trust companies collecting data via AI, up from 29% a year earlier; 43% trust information from AI chatbots, up from 40%.
Source: Attest 2025 Consumer Adoption of AI Report
75% of consumers want to know if they are communicating with an AI agent rather than a human, making disclosure the single most-cited trust driver.
Source: Salesforce State of the AI Connected Customer, 2024
57% of consumers trust AI to support them with low-risk activities such as getting product information or recommendations, but fewer than 50% trust AI with high-risk decisions.
Source: PwC Voice of the Consumer Survey, 2024
60% of consumers believe advances in AI make trust even more important. 65% feel companies are reckless with customer data.
Source: Salesforce State of the AI Connected Customer, 2024
03 / AI and Purchase Decisions
83% of active gen AI users rely on gen AI when choosing a product or service, and approximately 50% of all consumers have already made a purchase decision with AI support. Gen AI is now the fastest-growing source of buying advice.
Source: Accenture Consumer Pulse 'Me, My Brand and AI,' 2025
Approximately 50% of consumers have made a purchase decision with generative AI support, and gen AI is now the fastest-growing source of buying advice, up dramatically in a single year.
Source: Accenture Consumer Pulse 'Me, My Brand and AI,' 2025
83% of active gen AI users rely on gen AI when choosing a product or service.
Source: Accenture Consumer Pulse 'Me, My Brand and AI,' 2025
45% of consumers now turn to AI for help during their buying journeys: 41% use AI to research products, 33% to interpret reviews, and 31% to hunt for deals.
Source: IBM-NRF Study, 2025
47% of consumers say they are likely to use gen AI tools like ChatGPT for purchase research, up 6 points year-over-year; 54% are likely to engage with AI chatbots on brand websites.
Source: Attest 2025 Consumer Adoption of AI Report
30% of active gen AI users trust AI suggestions more than advice from friends, retailers, or traditional search engines.
Source: Accenture Consumer Pulse 'Me, My Brand and AI,' 2025
Gender gap in AI purchase intent: 52% of men are likely to use AI for purchase decisions vs. 43% of women.
Source: Attest 2025 Consumer Adoption of AI Report
75% of consumers are open to using a trusted AI-powered agent as a personal shopper.
Source: Accenture Consumer Pulse 'Me, My Brand and AI,' 2025
Emotionally connected customers are 2.3x more likely to recommend a brand and 1.7x more willing to pay a premium, underscoring the link between AI-driven personalization and conversion.
Source: Accenture Consumer Pulse 'Me, My Brand and AI,' 2025
04 / Consumer Attitudes Toward AI
50% of Americans feel more concerned than excited about increased AI use in daily life, up from 37% in 2021. Only 10% are more excited than concerned. Globally, the split is narrower: 57% express excitement vs. 43% who voice concerns.
Source: Pew Research Center 2025, Google / Ipsos Multi-Country AI Survey 2025
Global Consumer Sentiment Toward AI (2025)
50% of Americans feel more concerned than excited about increased AI use in daily life, up from 37% in 2021. Only 10% are more excited than concerned.
Source: Pew Research Center, 2025
57% of consumers globally express excitement about AI's potential vs. 43% who voice concerns, a reversal from a 50/50 split in prior years. Emerging markets are more optimistic than Western ones.
Source: Google / Ipsos Multi-Country AI Survey, 2025
86% of consumers globally express concerns about future generative AI developments.
Source: PwC Voice of the Consumer Survey, 2024
24% of the U.S. public thinks AI will benefit them personally; 43% fear it will cause them harm. 64% believe AI will eliminate jobs within 20 years.
Source: Pew Research Center, April 2025
In the UK, there is a 41-point generational trust gap: 59% of 18-34 year olds trust AI vs. just 18% of those aged 55 and over.
Source: Edelman Trust Barometer Flash Poll, November 2025
74% of consumers familiar with gen AI say the technology makes it harder to trust what they see online.
Source: Deloitte Connected Consumer Survey, 2025
36% of active gen AI users consider the technology 'a good friend' rather than a mere tool, an indicator of deepening human-AI relationships.
Source: Accenture Consumer Pulse 'Me, My Brand and AI,' 2025
05 / AI Personalization Preferences
75% of consumers are open to generative AI product recommendations, up from 63% in 2023. Yet only 33% of customers agree that companies currently anticipate and act on their needs ahead of time -- a 42-point execution gap.
Source: Capgemini Research Institute 2024, Salesforce State of AI Connected Customer 2024
53% of consumers (and nearly 73% of business buyers) want companies to predict their needs before they arise. Yet only 33% of customers agree that companies currently anticipate and act on their needs ahead of time.
Source: Salesforce State of the AI Connected Customer, 2024
52% of consumers want information, advertisements, and offers personalized to their specific interests, not demographic buckets.
Source: IBM IBV Consumer Study, 2024
53% of consumers are willing to work with AI to avoid repeating information to service agents, a key personalization value exchange.
Source: Salesforce State of the AI Connected Customer, 2024
66% of consumers are willing to share data in order to get more personalized services and experiences.
Source: PwC Voice of the Consumer Survey, 2024
75% of consumers are open to generative AI product recommendations, up from 63% in 2023, showing rising appetite for AI-driven personalization in retail.
Source: Capgemini Research Institute, 2024
45% of consumers are more likely to use an AI agent if there is a clear escalation path to a human, linking personalization trust to human oversight.
Source: Salesforce State of the AI Connected Customer, 2024
65% of consumers are interested in AI for personal assistance tasks including shopping, scheduling, and travel planning.
Source: Google / Ipsos Multi-Country AI Survey, 2025
06 / Privacy and Data Concerns
84% of gen AI users worry about personal data entered into AI tools becoming public, yet 30% still enter personal or confidential information into those tools anyway. Only 48% now believe service benefits outweigh privacy concerns -- a record low since 2019.
Source: Cisco Consumer Privacy Survey 2024, Deloitte Connected Consumer Survey 2025
84% of gen AI users worry about personal data entered into AI tools becoming public, yet 30% still enter personal or confidential information into those tools anyway.
Source: Cisco Consumer Privacy Survey, 2024
83% of consumers prioritize their data protection when evaluating companies that use AI.
Source: PwC Voice of the Consumer Survey, 2024
76% of consumers are worried about privacy and data sharing in the context of AI tools and services.
Source: PwC Voice of the Consumer Survey, 2024
70% of gen AI users worry about data privacy and security, up from 60% the prior year, the sharpest single-year increase Deloitte has recorded on this metric.
Source: Deloitte Connected Consumer Survey, 2025
82% of gen AI users believe the technology could be misused by bad actors, up from 74% in 2024.
Source: Deloitte Connected Consumer Survey, 2025
48% of consumers believe service benefits outweigh privacy concerns, down from 58% in 2024, the lowest level since Deloitte began tracking in 2019.
Source: Deloitte Connected Consumer Survey, 2025
59% of consumers say strong privacy laws make them more comfortable sharing data in AI applications, showing regulation as a trust lever.
Source: Cisco Consumer Privacy Survey, 2024
Only 20% of consumers say providers are 'very clear' about data collection practices; only 27% have high or very high confidence their data is protected.
Source: Deloitte Connected Consumer Survey, 2025
07 / Demographics and AI Usage
74% of households earning $100K+ use AI vs. 53% of households earning under $50K. Parents with children under 18 use AI daily at 1.9x the rate of non-parents. Income and parental status are two of the strongest predictors of AI adoption.
Source: Menlo Ventures / Morning Consult State of Consumer AI, 2025
74% of households earning $100K+ use AI vs. 53% of households earning under $50K. The income gap in AI adoption is one of the largest demographic divides in consumer tech.
Source: Menlo Ventures / Morning Consult State of Consumer AI, 2025
85% of students (18+) use AI. 75% of employed adults use AI vs. 52% of unemployed adults.
Source: Menlo Ventures / Morning Consult State of Consumer AI, 2025
50% of Gen Z and Millennials use or experiment with gen AI, compared to 38% of Gen X and 22% of Boomers.
Source: Deloitte Connected Consumer Survey, 2024
42% of Gen Z and Millennials who use gen AI do so daily, making daily AI use the norm for younger generations.
Source: Deloitte Connected Consumer Survey, 2024
45% of Baby Boomers (ages 61-79) have used AI in the past six months; 11% use it daily, showing meaningful penetration even in the oldest cohort.
Source: Menlo Ventures / Morning Consult State of Consumer AI, 2025
Parents with children under 18 use AI daily at 1.9x the rate of non-parents; 79% of parents use AI vs. 54% of non-parents.
Source: Menlo Ventures / Morning Consult State of Consumer AI, 2025
Millennials (ages 35-44) report the highest AI expertise at 62%, ahead of Gen Z at 50% and Baby Boomers at 22%.
Source: McKinsey Superagency in the Workplace, 2025
80% of Gen Z participate in brand loyalty programs, compared to 48% of Boomers, and loyalty program members are significantly more likely to share data and engage with AI-driven personalization.
Source: Accenture Consumer Pulse 'Me, My Brand and AI,' 2025
08 / Consumer AI in Retail and Shopping
58% of consumers have replaced traditional search engines with gen AI tools for product and service recommendations, up from 25% in 2023 -- a doubling in a single year. 71% want generative AI integrated into their shopping experiences.
Source: Capgemini Research Institute, 2024
58% of consumers have replaced traditional search engines with gen AI tools for product and service recommendations, up sharply from 25% in 2023, a doubling in one year.
Source: Capgemini Research Institute, 2024
71% of consumers want generative AI integrated into their shopping experiences.
Source: Capgemini Research Institute, 2024
80% of consumers who have not yet used AI for shopping expressed interest in trying it. 59% want AI applications available while they shop; 55% want virtual assistants.
Source: IBM IBV Consumer Study, 2024
Consumer satisfaction with gen AI in retail fell to 37% in 2024, down from 41% in 2023, revealing a growing gap between expectation and delivery.
Source: Capgemini Research Institute, 2024
Only one-third (33%) of current virtual assistant users are satisfied with those experiences. About 20% are so dissatisfied they refuse to use them again.
Source: IBM IBV Consumer Study, 2024
Only 26% of Americans trust AI in retail. Task-specific comfort varies widely: 65% are comfortable with AI for price comparison, 44% for personalized deal suggestions, and only 14% trust AI to place orders independently.
Source: YouGov, 2025
AI use in customer service is projected to grow by 236% in the next 12 months, according to retail and consumer products executives surveyed.
Source: IBM IBV Retail Executive Study, 2025
86% of non-AI users want AI to help them research products; 82% want AI help with customer service; 79% want AI to help find deals, indicating latent demand even among non-adopters.
Source: IBM IBV Consumer Study, 2024
09 / Future Consumer AI Expectations
57% of Americans feel they have 'not too much' or no control over AI in their lives. 61% desire more control -- the biggest one-year jump on this metric. Yet 73% would allow AI assistance with daily activities.
Source: Pew Research Center, September 2025
Only about 3% of AI users actually pay for premium AI services today, despite a theoretical market of hundreds of billions if even modest conversion were achieved. ChatGPT converts about 5% of weekly active users to paid subscribers.
Source: Menlo Ventures / Morning Consult State of Consumer AI, 2025
59% of Americans believe AI will majorly impact their lives in the next 5 years, up from 52% in April 2023.
Source: SurveyMonkey AI Trends by Generation, 2024
73% of Americans would allow AI assistance 'at least a little' with daily activities, but only 13% would permit substantial AI assistance, marking a ceiling on autonomy.
Source: Pew Research Center, September 2025
72% of respondents expect AI to have a positive impact on science; 71% expect a positive impact on medicine and healthcare in the next several years.
Source: Google / Ipsos Multi-Country AI Survey, 2025
Consumers who view their tech providers as excelling at both innovation and data responsibility spend 62% more annually on tech devices than those who view them as lagging on both dimensions.
Source: Deloitte Connected Consumer Survey, 2025
57% of Americans feel they have 'not too much' or no control over AI in their lives. 61% desire more control, up 6 points from 2024, the biggest one-year jump in this metric.
Source: Pew Research Center, September 2025
When AI helps people understand complex ideas, there is a near 40-point rise in trust in most markets, with a near 50-point rise in the UK, pointing to education as the primary trust unlock.
Source: Edelman Trust Barometer Flash Poll, November 2025
49% of AI users expect their personal finances to improve in the next year vs. 36% of the general population, suggesting AI adoption and economic optimism are correlated.
Source: Morning Consult Consumer AI Tracking, 2025
10 / FAQ
Do consumers actually trust AI recommendations enough to act on them?
Yes, among active users, trust is substantial. 83% of active gen AI users rely on gen AI when choosing a product or service, and 30% trust AI suggestions more than advice from friends, retailers, or traditional search engines. However, trust is heavily conditional: 75% of consumers want to know when they are interacting with AI, and 45% are more likely to use AI agents when a clear escalation path to a human exists.
Source: Accenture Consumer Pulse 2025, Salesforce State of AI Connected Customer 2024
Which generation uses AI the most?
Millennials (ages 35-44) lead on AI expertise at 62%, ahead of Gen Z at 50%, but both heavily outpace older generations. 50% of Gen Z and Millennials use or experiment with gen AI vs. 38% of Gen X and 22% of Boomers, and 42% of younger gen AI users engage with it daily. The income gap compounds the generational one: 74% of $100K+ households use AI vs. 53% of households earning under $50K.
Source: McKinsey Superagency in the Workplace 2025, Deloitte Connected Consumer 2024, Menlo Ventures / Morning Consult 2025
Are consumers willing to share personal data with AI systems?
Willingness exists but is shrinking. 66% of consumers are willing to share data for more personalized services, but those who believe service benefits outweigh privacy concerns fell to 48% in 2025, the lowest since 2019. The behavioral contradiction: 84% of gen AI users worry about personal data becoming public, yet 30% still enter personal or confidential data into AI tools anyway. Strong privacy laws raise comfort: 59% say regulation makes them more willing to share.
Source: PwC Voice of the Consumer 2024, Deloitte Connected Consumer 2025, Cisco Consumer Privacy Survey 2024
Is AI replacing search engines for product discovery?
The shift is real and accelerating. 58% of consumers have replaced traditional search engines with gen AI tools for product and service recommendations, doubling from 25% in 2023. 45% of consumers now turn to AI during their buying journeys, with 41% using it specifically to research products. 47% say they are likely to use gen AI tools like ChatGPT for purchase research, up 6 points year-over-year.
Source: Capgemini Research Institute 2024, IBM-NRF Study 2025, Attest 2025
Why is consumer trust in AI lower in the U.S. than in other countries?
Western markets show structural distrust; emerging markets show structural enthusiasm. U.S. AI trust sits at just 32%, vs. Brazil at 67% and China at 87%. The U.S. has a 3-to-1 rejection-to-embrace ratio: 49% reject vs. 17% embrace. 59% of Americans have little confidence in companies to develop AI responsibly, and 62% doubt effective government regulation. The biggest trust unlock: when AI helps people understand complex ideas, trust jumps nearly 40 points across most markets.
Source: Edelman Trust Barometer Flash Poll November 2025, Pew Research Center April 2025
Sources
Pew Research Center (2025), Accenture Consumer Pulse "Me, My Brand and AI" (2025), Edelman Trust Barometer Flash Poll (November 2025), Salesforce State of the AI Connected Customer (2024), Deloitte Connected Consumer Survey (2024-25), IBM Institute for Business Value Consumer Study (2024), IBM-NRF Study (2025), IBM IBV Retail Executive Study (2025), Google / Ipsos Multi-Country AI Survey (2025), PwC Voice of the Consumer Survey (2024), Cisco Consumer Privacy Survey (2024), Capgemini Research Institute (2024), McKinsey State of AI (2025), McKinsey Superagency in the Workplace (2025), Menlo Ventures / Morning Consult State of Consumer AI (2025), Morning Consult Consumer AI Tracking (2025), Attest 2025 Consumer Adoption of AI Report, YouGov (2025), SurveyMonkey AI Trends by Generation (2024).
About the Author
Vaibhav Singh
Co-Founder and CEO, Karooli. Writing about AI, consumer technology, and the future of human connection.
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