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AI Consumer Trends

AI Footprint

How much of each consumer shift runs through AI, and where it doesn't yetThe overview sets the Size of each AI-led trend beside measured AI traffic. The charts show AI-led trends where the same question was asked in an earlier year; the tables show the AI impact profile of each sector. Every figure links to its source.

Many consumers already say they use AI on the way to buying; measured AI traffic to the sectors' sites is still small.

76%

Ask AI before they move money: the largest AI-led trend (Finance, APAC)

Size, reported by consumers

128 of 132

repeat surveys rose from the earlier year

Same institution, same question, an earlier year

0.24%

of visits to the top UK fashion sites came from AI assistants

Similarweb pilot series, Jun to Aug 2026

45%

of people use AI in the median country, across 63 countries

Official statistics first, then national surveys

Consumers

How many already do it, and how much of the traffic AI sends today.

Many consumers already do it

Size of each AI-led trend: the share of consumers who do it, from behaviour studies

Method & notes
  • Size is the share of the region's consumers who do it, from behaviour studies; reported means people say they do it, measured means it is observed.

Measured AI traffic is still small

Share of visits to a sector's top sites that came from AI assistants, measured. Bars on a 0 to 0.3% scale.

  • Visits to the top 3 UK fashion sites that came from ChatGPT measured, Similarweb pilot series, site set fashion/GB, Jun to Aug 20260.24%
  • Visits to the top 3 UK food and beverage sites that came from ChatGPT measured, Similarweb pilot series, site set food-beverage/GB, Jun to Aug 20260.225%
  • Visits to the top 3 UK e-commerce sites that came from ChatGPT measured, Similarweb pilot series, site set ecommerce/GB, Jun to Aug 20260.134%
  • Visits to the top 3 UK beauty sites that came from ChatGPT measured, Similarweb pilot series, site set beauty/GB, Jun to Aug 20260.129%
  • Visits to the top 3 UK finance sites that came from ChatGPT measured, Similarweb pilot series, site set finance/GB, Jun to Aug 20260.126%
  • Visits to the top 3 UK telco sites that came from ChatGPT measured, Similarweb pilot series, site set telco/GB, Jun to Aug 20260.101%
Method & notes
  • Similarweb pilot series for a fixed, versioned site set per sector and country; a share of visits and a share of consumers measure different things, so the two charts are never combined.

Same question, an earlier year

Where the same study asked again, did the share rise?

AI on the way to buying keeps rising, study by study

Same institution, same question, an earlier year: latest value (dot) against the earlier one (ring)

Method & notes
  • Each row is one study asking the same question of the same population in an earlier year and in the latest year. These pairs set the behaviour-change part of Direction.
  • Each figure is a share of its own study's population, so compare the change more than the level between rows.
  • “Brand study”: the study is run by a company or trade body on its own market.
Sources (132)

Telenor Asia

  • Digital Lives Decoded 2025: Building Trust in Malaysia's AI Future, published 14 Aug 2025. n=1,000; 1,000 Malaysian internet users. Link
  • Digital Lives Decoded 2025: Building Trust in Thailand's AI Future, published 18 Aug 2025. n=1,000; 1,000 Thai internet users. Link

Verdane (fieldwork Norstat)

  • Emerging trends in consumer AI adoption in Europe 2026 update (Verdane/Norstat), published 11 Mar 2026. n=3,167; Active conversational-AI users aged 18-60 in SE, NO, FI, DK, UK, DE (3,167 completed; total base 6,488; fieldwork Dec 2025-Jan 2026). Link

Bain & Company

  • Consumer Pulse 2026 (press release: 77% dos brasileiros afirmam utilizar IA), published 26 Mar 2026. n=2,000; Brazilian consumers (Bain Consumer Pulse; 2,000 of 8,000 global respondents in Brazil). Link

Microsoft AI Economy Institute

  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. United Arab Emirates, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Singapore, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Ireland, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. France, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Norway, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Spain, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. New Zealand, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. United Kingdom, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Netherlands, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Qatar, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Australia, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. South Korea, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Belgium, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Switzerland, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Israel, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Sweden, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Austria, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Taiwan, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Hungary, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. United States, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Denmark, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Germany, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Poland, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Italy, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Saudi Arabia, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Czech Republic, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Finland, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Vietnam, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Portugal, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Colombia, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Japan, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Chile, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. South Africa, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Argentina, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Kuwait, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Malaysia, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Greece, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Mexico, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Philippines, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Brazil, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. India, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Romania, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Peru, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Egypt, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Indonesia, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Thailand, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion Q2 2026 Trends and Insights (AI Diffusion Data Source table), published Sep 2026. Morocco, working-age population aged 15-64 (modelled from Microsoft telemetry, not a survey). Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • Global AI Diffusion - Q2 2026 Trends and Insights, published Sep 2026. Working-age population (15-64), estimated from anonymized Microsoft telemetry adjusted for OS/device share, internet penetration and population. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link
  • AI Diffusion dataset, Q2 2026 update, published publication date not stated. people aged 15–64. Link

Statistics Norway (SSB)

  • 14365: Use of artificial intelligence (AI) in the last three months, by sex and age (per cent) 2024 - 2026, published 25 Sep 2026. persons aged 16-74 in Norway (SSB Bruk av IKT i husholdningene, official statistics). Link

SurveyMonkey (SurveyMonkey Research, AI Sentiment Study)

  • SurveyMonkey Research: AI Sentiment Study (Q2 2026 figure), published publication date not stated. n=7,582; U.S. adults (non-probability online panel, weighted to ACS, n=7,582). Link

Omnisend (fieldwork Cint)

  • Handing shopping over to AI: How far will shoppers actually go? (Omnisend AI shopping report), published 2026. Australian online shoppers. Link
  • Handing shopping over to AI: How far will shoppers actually go? (Omnisend AI shopping report), published 2026. UK online shoppers. Link
  • Handing shopping over to AI: How far will shoppers actually go? (Omnisend AI shopping report), published 2026. US online shoppers. Link
  • Handing shopping over to AI: How far will shoppers actually go? (Omnisend AI shopping report), published 2026. Australian online shoppers. Link
  • Handing shopping over to AI: How far will shoppers actually go? (Omnisend AI shopping report), published 2026. UK online shoppers. Link
  • Handing shopping over to AI: How far will shoppers actually go? (Omnisend AI shopping report), published 2026. US online shoppers. Link

Invoca (research powered by Gather)

  • The Telecom Buyer Experience Report 2026, US ed., published publication date not stated. n=242; US respondents who made a high-stakes telecom purchase in the last 12 months. Link
  • The Telecom Buyer Experience Report 2026, UK ed., published publication date not stated. n=259; UK respondents who made a high-stakes telecom purchase in the last 12 months. Link

Ruigrok onderzoek & advies

  • What’s Happening Online & AI 2026 (trendonderzoek, press release on Emerce), published 20 Aug 2026. n=2,311; Dutch consumers aged 14+. Link

Menlo Ventures (fieldwork Morning Consult)

  • 2026: The State of Consumer AI, published 16 Sep 2026. n=5,067; US adults (Morning Consult, nationally representative online survey, n=5,067, July 2026). Link

Saudi Center for Opinion Polling (SCOP)

  • توجهات السعوديين في استخدام أدوات الذكاء الاصطناعي – 2026, published publication date not stated. n=814; Saudi citizens 18+ (Saudi Center for Opinion Polling). Link

Deloitte UK

  • Digital Consumer Trends 2026 (UK ed.), published Jul 2026. n=4,150; UK consumers aged 16-75, nationally representative. Link

Federal Reserve Bank of St. Louis (FRED) / Real-Time Population Survey (Bick, Blandin, Deming)

  • FRED series RPSGENAIUSAGESHAREALL, published publication date not stated. US adults aged 18-64 (Real-Time Population Survey). Link

University of Southern Denmark - Digital Democracy Centre (fieldwork Epinion)

  • Danskerne, digitalisering og kunstig intelligens 2022-2025, published publication date not stated. n=1,300; Danish adults 18-99, Epinion online panel, representative on sex, age, region (Digital Democracy Centre, SDU). Link

Acosta Group

  • AI-Driven Shopping Evolves (Acosta Group Shopper Community AI Enabled Shopping survey, May 2026), published 16 Sep 2026. n=1,271; US shoppers (Acosta Group Shopper Community). Link
  • AI-Driven Shopping Evolves (Acosta Group Shopper Community AI Enabled Shopping survey, May 2026), published 16 Sep 2026. n=1,271; US shoppers (Acosta Group Shopper Community). Link

Leger

  • Views on Artificial Intelligence - A survey of Canadians (August 2025), published publication date not stated. n=1,518; Canadian adults 18+, Leger LEO online panel, weighted to Census. Link

Dansk Erhverv

  • Over halvdelen af danskerne har brugt ChatGPT eller andre sprogmodeller (analyse, september 2025), published publication date not stated. Danes 18+. Link

TD Bank

  • TD U.S. AI Insights Report (second annual), published 31 Mar 2026. n=2,504; US adults 18+. Link

Ofcom

  • Adults' Media Use and Attitudes Report 2026, published 2 Apr 2026. n=3,768; UK adults aged 16+ (Ofcom Adults' Media Literacy Tracker 2025; base all respondents to Module 1, 3,768). Link

Deloitte

  • 2025 Connected Consumer Survey (Connectivity and Mobile Trends), published 25 Sep 2025. n=3,524; US consumers. Link

Ministry of Internal Affairs and Communications (Japan)

  • Information and Communications White Paper 2026 (Reiwa 8), Part I Ch.1: Individual AI use, published Jul 2026. Individuals aged 20+ in Japan (MIC online survey). Link

Arcep / CREDOC (Baromètre du numérique)

  • Baromètre du numérique, édition 2026 (rapport), published 9 Feb 2026. n=4,145; representative sample of the population of France aged 12 and over (CREDOC for Arcep, Arcom, CGE, ANCT). Link

Ministry of Science and ICT (Korea)

  • 2025 인터넷이용실태조사 (2025 Survey on the Internet Usage), published 31 Mar 2026. South Korean residents (MSIT Internet Usage Survey 2025). Link

CNNIC (China Internet Network Information Center)

  • 第57次中国互联网络发展状况统计报告 (57th Statistical Report on China's Internet Development), published Feb 2026. China residents aged 6+ (CNNIC national telephone survey). Link
  • 56th Statistical Report on China's Internet Development (as reported by gov.cn), published 18 Oct 2025. Population of China. Link

Adyen (reported by Mexico Business News)

  • Adyen Retail Report 2026 (Mexico), published 5 Mar 2026. Mexican consumers (Adyen Retail Report 2026). Link

Adyen

  • Adyen Retail Report 2026 (as reported by Mexico Business News), published 5 Mar 2026. Mexican consumers. Link
  • Adyen Retail Report 2026, published 9 Jan 2026. n=2,000; US consumers 16+ (nationally representative). Link
  • Adyen Retail Report 2026, published 9 Jan 2026. n=2,000; UK consumers 16+ (nationally representative). Link

Pickply with OLIM

  • [데이터로 보는 소비 여정] 패션 산업 26-3Q (Pickply x OLIM), published 31 Jul 2026. South Korean consumers who bought fashion products in the last 3 months (Pickply x OLIM quarterly tracker, round 3 = Apr-Jun 2026). Link

Pickply with OLIM (research consultancy)

  • [데이터로 보는 소비 여정] 뷰티 산업 26-2Q, published 31 May 2026. n=1,773; South Korean consumers who bought beauty products in the last 3 months (n=1,773), Pickply with OLIM. Link

Internetstiftelsen

  • Svenskarna och internet 2025 – AI, artificiell intelligens, published 23 Sep 2025. Swedish population (internet users; series quoted for ages 18-84). Link

Adobe (Adobe Digital Insights consumer survey)

  • Adobe report: U.S. retailers see surge in AI traffic, but many websites are not entirely readable by machines (blog, 16 Apr 2026), published 16 Apr 2026. n=5,000; U.S. consumers (Adobe survey, 5,000+ respondents). Link

Statistics Sweden (SCB)

  • Use of generative AI tools, 2024-2025 (TAB6388, LE0108), published 17 Oct 2025. individuals aged 16 and over, Sweden (SCB survey on ICT usage). Link

Reuters Institute for the Study of Journalism (University of Oxford), fieldwork YouGov

  • Generative AI and News Report 2025: How People Think About AI's Role in Journalism and Society, published Oct 2025. n=2,000; Online adults in the US, YouGov quota sample (~2,000). Link

Adyen (Censuswide)

  • Adyen Retail Report 2026 (US), published 9 Jan 2026. n=2,000; US consumers 16+ (nationally representative). Link
  • Adyen Retail Report 2026 (UK), published 9 Jan 2026. n=2,000; UK consumers 16+ (nationally representative). Link

Capgemini Research Institute

  • What matters to today's consumer 2026: How AI is transforming value perception, published 6 Jan 2026. n=12,000; Consumers 18+ in 12 countries (Australia, Canada, France, Germany, India, Italy, Japan, Netherlands, Spain, Sweden, UK, US). Link

Ipsos B&A

  • Ipsos B&A TechScape 2025, published publication date not stated. n=1,005; Irish adults 16+, face-to-face CAPI omnibus, 63 sampling points, quota (Ipsos B&A). Link

Tinuiti

  • Amazon And Walmart Dominate Beauty Searches As AI Emerges As A Discovery Channel (Beauty Independent on Tinuiti 2026 study), published Mar 2026. US beauty shoppers (Tinuiti, March 2026). Link
  • 2025 Beauty Marketing Study, published 2025. n=1,003; US beauty shoppers. Link

PostNord / HUI Research

  • E-barometern 2025 Annual Report, published publication date not stated. Swedish online shoppers aged 18–79. Link

Office for National Statistics (ONS)

  • Public opinions and social trends, Great Britain: artificial intelligence by personal characteristics, 6 May to 28 June 2026 (Table 3), published 17 Jul 2026. n=7,230; adults aged 16 and over in Great Britain (ONS Opinions and Lifestyle Survey). Link
Data table and quotes
Question (where)Earlier%Latest%Quote
Internet users who say they use AI today (Malaysia)202475%202589%“89% of Malaysian internet users say they use AI today, up from 75% in 2024.”
Share of active conversational-AI users who have used AI to research a product (all categories) (EMEA)202576%202682%“Among active users of AI, 82% have used AI to research a product”
Have already used some type of AI (Brazil)202562%202677%“Hoje, 77% dos brasileiros afirmam já ter utilizado algum tipo de IA, ante 62% em 2025, segundo o relatório da Bain.”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (United Arab Emirates)202559%202673%“Economy Q1 2026 Q2 2026 Q2 Change ... United Arab Emirates 70.1% 73.3% 3.2”
Have used generative AI tool e.g. ChatGPT, Bing Chat, Bard, LLaMA, Midjourney, DALL-E (SSB table 14365, per cent) (EMEA)202557%202671%“Have used generative AI tool e.g. ChatGPT, Bing Chat, Bard, LLaMA, Midjourney, DALL-E | Both sexes | 16-74 years | 2026: 71.0”
Have ever tried AI (United States)202561%202670%“Total adoption has also climbed, with 70% of Americans having ever tried AI, a significant increase from 61% last year, and up from 66% in Q1 2026.”
Shoppers using ChatGPT for shopping (Australia)202540%202670%“56% of Americans say they use ChatGPT for shopping, compared to 60% of Brits, 64% of Canadians, and 70% of Australians”
Share who used generative AI to research their telecom purchase (Q49) (United States)202550%202667%“67% of telecom consumers used generative AI to research their purchase, up from 50% in 2025.”
Shoppers using genAI for shopping tasks (past 6 months) (United Kingdom)202555%202667%“In the past six months, 63% of Americans say they’ve used generative AI for shopping-related tasks, alongside 67% of Brits, 56% of Canadians, and 61% of Australians.”
Ever use an AI application (Netherlands)202543%202665%“Inmiddels gebruikt 65% van de Nederlanders weleens een AI-toepassing, tegenover 43% een jaar geleden.”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Singapore)202559%202664%“Economy Q1 2026 Q2 2026 Q2 Change ... Singapore 63.4% 64.3% 0.9”
US adults who have used AI in the past six months (United States)202561%202664%“The share of U.S. adults using AI rose just three points, from 61% to 64% , while global consumer spend reached an estimated $40 billion in 2026”
Use AI tools (Saudi Arabia)202549%202664%“يستخدم 64% من أفراد المجتمع السعودي أدوات الذكاء الاصطناعي، ولا يزال ChatGPT الأداة الأكثر استخدامًا.”
Share of consumers who have ever used a gen AI application (United Kingdom)202436%202663%“As of May 2026, 63% of consumers have used a Gen AI application at some point”
Share who used generative AI to research their telecom purchase (Q49) (United Kingdom)202546%202663%“63% of telecom consumers used generative AI to research their purchase, up from 46% in 2025.”
Shoppers using genAI for shopping tasks (past 6 months) (United States)202559%202663%“In the past six months, 63% of Americans say they’ve used generative AI for shopping-related tasks, alongside 67% of Brits, 56% of Canadians, and 61% of Australians.”
61.8% of US adults 18-64 used generative AI (GenAI adoption rate overall, adults 18-64 (any use, work or outside work)), quarter starting 2026-04-01 (United States)202552%202662%“2026-04-01,61.7802431014”
Have used generative AI in a private context (Denmark)202333%202562%“I 2023 var det således kun 33% af danskere, der havde anvendt generativ kunstig intelligens i privat sammenhæng, mens det i december 2025 er hele 61,5%.”
Shoppers who use generative AI products/services (United States)202549%202661%“Generative AI (e.g., ChatGPT, Copilot) 49% 61% +12 pts vs. YA”
Shoppers using genAI for shopping tasks (past 6 months) (Australia)202555%202661%“In the past six months, 63% of Americans say they’ve used generative AI for shopping-related tasks, alongside 67% of Brits, 56% of Canadians, and 61% of Australians.”
Shoppers using ChatGPT for shopping (United Kingdom)202539%202660%“While U.S. usage has slightly declined compared to last year (65%), adoption has grown significantly in the UK (39% → 60%), Canada (37% → 64%), and Australia (40% → 70%).”
Have ever used an AI tool (work/school or personal) (US)202430%202557%“Nearly six in ten Canadians (57%) have already used an AI tool, a sharp increase from 47% in March 2025.”
Shoppers using ChatGPT for shopping (United States)202565%202656%“56% of Americans say they use ChatGPT for shopping, compared to 60% of Brits, 64% of Canadians, and 70% of Australians”
Have tried ChatGPT or other advanced language models (Denmark)202321%202555%“Et flertal af danskerne (55 pct.) har prøvet at bruge ChatGPT eller andre avancerede sprogmodeller. Det er mere end en fordobling siden 2023, hvor andelen var 21 pct.”
Use AI to aid financial management decisions (United States)202510%202655%“Today, more than half (55%) say they use AI to aid their financial management decisions, with adoption rates highest among Gen Z (77%)”
Share of UK adults 16+ who say they use AI tools (applications such as ChatGPT, Copilot or Gemini) (United Kingdom)202431%202554%“More adults are using AI compared to last year, yet scepticism persists Just over half of adults (54%) say they use AI tools compared to three in ten (31%) last year.”
Share of consumers experimenting with or regularly using gen AI (United States)202438%202553%“Our survey finds that most surveyed consumers (53%) are now either experimenting with gen AI or using it regularly, up sharply from 38% in 2024.”
Share of individuals aged 20+ who have ever used any generative AI service (Japan)202427%202552%“2025年度個人向け調査において、20歳以上で何らかの生成AIサービスを「使っている（過去使ったことがある） 」と回答した割合は52.2%であった。”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Ireland)202542%202650%“Economy Q1 2026 Q2 2026 Q2 Change ... Ireland 48.4% 49.9% 1.5”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (France)202541%202650%“Economy Q1 2026 Q2 2026 Q2 Change ... France 47.8% 49.6% 1.8”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202545%202649%“Economy Q1 2026 Q2 2026 Q2 Change ... Norway 48.6% 49.4% 0.8”
Use of generative AI (personal or professional), population aged 12 and over (France)202320%202548%“Alors qu'en 2023, un cinquième de la population y avait recours (20 %), ce chiffre atteint déjà près de la moitié en 2025 (48 % exactement), soit une progression de 28 points en deux ans”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Spain)202540%202645%“Economy Q1 2026 Q2 2026 Q2 Change ... Spain 44.2% 45.1% 0.9”
Share of population that has used generative AI services (South Korea)202433%202545%“국민 67.0%가 AI 서비스를 경험했다고 응답하였으며, 생성형 AI의 경우 44.5%가 경험하였고 전년보다 11.2%p 증가하였으며, 주요 이용 서비스는 챗지피티(41.8%), 제미나이(9.8%), 코파일럿(2.2%), 클로바 X(2.0%) 순임.”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (New Zealand)202538%202644%“Economy Q1 2026 Q2 2026 Q2 Change ... New Zealand 43.0% 44.1% 1.1”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (United Kingdom)202536%202644%“Economy Q1 2026 Q2 2026 Q2 Change ... United Kingdom 42.2% 43.7% 1.5”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Netherlands)202536%202644%“Economy Q1 2026 Q2 2026 Q2 Change ... Netherlands 42.1% 43.5% 1.4”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202536%202644%“Economy Q1 2026 Q2 2026 Q2 Change ... Qatar 41.8% 43.5% 1.7”
Generative AI penetration (past 6 months, any purpose) (China)202418%202543%“截至 2025 年 12 月，我国生成式人工智能用户规模达 6.02 亿人，较 2024 年 12 月增长 3.53 亿人，规模增长达 141.7%；普及率达 42.8%，较 2024 年 12 月提升 25.2 个百分点。”
Use AI assistants during the purchasing process (all retail) (Mexico)202415%202542%“with 42% of consumers now using AI assistants during the purchasing process. According to the Adyen Retail Report 2026, this figure represents a sharp increase from the 15% adoption rate recorded the previous year”
Shoppers using AI assistants in the purchase process (Mexico)202415%202542%“Artificial intelligence has transitioned from a specialized tool to a primary driver of Mexico’s retail sector, with 42% of consumers now using AI assistants during the purchasing process.”
Share of recent fashion buyers who used conversational AI when buying fashion products (last 3 months) (South Korea)202540%202641%“이번 3회차에서 패션 제품 구매 과정에서 대화형 AI를 활용한 비율 은 41.4% 로 나타났습니다. 이는 2회차 37.0%보다 4.4%p 증가 한 수치이며, 1회차 39.9%보다도 높은 수준입니다.”
Share of recent beauty buyers who used conversational AI when buying beauty products (last 3 months) (South Korea)202538%202641%“최근 3개월 동안 뷰티 제품 구매 시 대화형 AI를 활용한 경험은 40.8% 로 확인되었습니다.”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Australia)202535%202641%“Economy Q1 2026 Q2 2026 Q2 Change ... Australia 39.5% 40.7% 1.2”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (South Korea)202526%202641%“Economy Q1 2026 Q2 2026 Q2 Change ... South Korea 37.1% 40.6% 3.5”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202534%202640%“Economy Q1 2026 Q2 2026 Q2 Change ... Belgium 39.0% 40.3% 1.3”
Internet users who use AI in their daily activities (Thailand)202419%202540%“The number of internet users who use AI in their daily activities has also more than doubled, from 19% in 2024 to 40% in 2025.”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Switzerland)202532%202639%“Economy Q1 2026 Q2 2026 Q2 Change ... Switzerland 37.8% 39.1% 1.3”
Use AI tools (EMEA)202434%202539%“Ökningen har legat stadigt på 5 procentenheter mellan varje år, från år 2023 (29%), 2024 (34%) till och med 2025 (39%).”
Consumers who have used AI (assistants) for online shopping (United States)202539%202639%“In Adobe’s survey, 39% of consumers say they have used AI before for online shopping, with 85% of them saying it improved their experience.”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Israel)202534%202639%“Economy Q1 2026 Q2 2026 Q2 Change ... Israel 38.1% 38.7% 0.6”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (US)202534%202639%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Canada,33.50%,35.00%,37.30%,38.5%”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202531%202637%“Economy Q1 2026 Q2 2026 Q2 Change ... Sweden 36.1% 37.3% 1.2”
Used any generative AI tool (share of persons, percent), total 16+ years (EMEA)202425%202537%“Used any generative AI tool (share of persons, percent) | used any generative AI tool | total | Total, 16+ years | 2025: 37”
Generative AI user penetration rate (share of population) (China)202418%202537%“This figure was up by 266 million from the December 2024 figure, elevating the user penetration rate to 36.5 percent in China.”
Share who used any of 13 generative AI tools in the last week (any purpose) (United States)202431%202536%“The exception to this is the US, where the proportion who used generative AI in the last week grew just 5 percentage points, from 31% to 36%.”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Austria)202529%202635%“Economy Q1 2026 Q2 2026 Q2 Change ... Austria 34.1% 35.4% 1.3”
Use AI assistants when shopping (all retail categories) (United States)202412%202535%“AI assistant usage among US shoppers has more than doubled in a single year, jumping from 12% to 35%.”
Shoppers using AI assistants to shop (United States)202412%202535%“Adyen’s Retail Report reveals the use of AI assistants by US shoppers has more than doubled year-over-year, soaring from 12% to 35%”
Shoppers who used gen AI tools/features to help them shop (United States)202529%202634%“Gen AI is the only one with usage gains vs. 2025 ... 34% ... +5 vs. 2025”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (APAC)202526%202634%“Economy Q1 2026 Q2 2026 Q2 Change ... Taiwan 31.8% 33.8% 2.0”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202528%202633%“Economy Q1 2026 Q2 2026 Q2 Change ... Hungary 32.2% 33.3% 1.1”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (United States)202526%202633%“Economy Q1 2026 Q2 2026 Q2 Change ... United States 31.3% 33.0% 1.7”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Denmark)202527%202632%“Economy Q1 2026 Q2 2026 Q2 Change ... Denmark 31.2% 32.4% 1.2”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Germany)202527%202632%“Economy Q1 2026 Q2 2026 Q2 Change ... Germany 31.1% 32.3% 1.2”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Poland)202526%202632%“Economy Q1 2026 Q2 2026 Q2 Change ... Poland 31.0% 32.3% 1.3”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Italy)202526%202631%“Economy Q1 2026 Q2 2026 Q2 Change ... Italy 30.2% 31.4% 1.2”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Saudi Arabia)202524%202631%“Economy Q1 2026 Q2 2026 Q2 Change ... Saudi Arabia 29.4% 31.4% 2.0”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (EMEA)202527%202631%“Economy Q1 2026 Q2 2026 Q2 Change ... Jordan 29.7% 31.2% 1.5”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202526%202631%“Economy Q1 2026 Q2 2026 Q2 Change ... Czech Republic 30.1% 31.2% 1.1”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (EMEA)202527%202631%“Economy Q1 2026 Q2 2026 Q2 Change ... Bulgaria 29.7% 30.7% 1.0”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202526%202631%“Economy Q1 2026 Q2 2026 Q2 Change ... Finland 29.5% 30.6% 1.1”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (EMEA)202527%202630%“Economy Q1 2026 Q2 2026 Q2 Change ... Slovenia 29.0% 30.1% 1.1”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (LatAm)202527%202630%“Economy Q1 2026 Q2 2026 Q2 Change ... Costa Rica 28.5% 29.7% 1.2”
Use AI assistants when shopping (all retail categories) (United Kingdom)202412%202528%“Adyen's annual Retail Report reveals the use of AI assistants by UK shoppers has more than doubled year-over-year [1], soaring from 12% to 28%.”
Shoppers using AI assistants to shop (United Kingdom)202412%202528%“Adyen’s annual Retail Report reveals the use of AI assistants by UK shoppers has more than doubled year-over-year [1], soaring from 12% to 28%.”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (APAC)202521%202628%“Economy Q1 2026 Q2 2026 Q2 Change ... Vietnam 26.5% 27.9% 1.4”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (EMEA)202524%202628%“Economy Q1 2026 Q2 2026 Q2 Change ... Oman 26.5% 27.6% 1.1”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Portugal)202522%202627%“Economy Q1 2026 Q2 2026 Q2 Change ... Portugal 26.4% 27.4% 1.0”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (EMEA)202524%202627%“Economy Q1 2026 Q2 2026 Q2 Change ... Croatia 26.1% 27.2% 1.1”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (Slovakia)202524%202627%“Economy Q1 2026 Q2 2026 Q2 Change ... Slovak Republic 26.1% 27.1% 1.0”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Colombia)202520%202626%“Economy Q1 2026 Q2 2026 Q2 Change ... Colombia 24.5% 25.9% 1.4”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (LatAm)202523%202626%“Economy Q1 2026 Q2 2026 Q2 Change ... Dominican Republic 24.8% 25.8% 1.0”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (EMEA)202522%202625%“Economy Q1 2026 Q2 2026 Q2 Change ... Serbia 24.1% 25.3% 1.2”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (EMEA)202522%202625%“Economy Q1 2026 Q2 2026 Q2 Change ... Lithuania 24.3% 25.1% 0.8”
Consumers who used gen AI shopping tools in 2025 (Global)202424%202525%“One in four consumers used Gen AI shopping tools in 2025 and a further 31% plan to adopt them in future.”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (LatAm)202522%202625%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Jamaica,22.20%,22.10%,24.00%,25.0%”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Japan)202517%202625%“Economy Q1 2026 Q2 2026 Q2 Change ... Japan 22.5% 24.7% 2.2”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (LatAm)202520%202624%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Panama,20.30%,21.50%,23.30%,24.2%”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (LatAm)202520%202624%“Economy Q1 2026 Q2 2026 Q2 Change ... Chile 22.7% 24.0% 1.3”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202519%202624%“Economy Q1 2026 Q2 2026 Q2 Change ... South Africa 23.1% 23.9% 0.8”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (LatAm)202518%202623%“Economy Q1 2026 Q2 2026 Q2 Change ... Argentina 21.9% 23.4% 1.5”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)202518%202623%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Bosnia And Herzegovina,18.20%,19.50%,22.10%,23.2%”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202518%202623%“Economy Q1 2026 Q2 2026 Q2 Change ... Kuwait 21.1% 22.6% 1.5”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Malaysia)202518%202623%“Economy Q1 2026 Q2 2026 Q2 Change ... Malaysia 21.8% 22.6% 0.8”
Use ChatGPT or other generative AI nowadays (Ireland)202416%202522%“Between 2024 and 2025, there has been a 38% increase in ChatGPT usage, moving from 16% in 2024 to 22% in 2025.”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)202517%202622%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Georgia,17.30%,18.20%,20.50%,21.6%”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202518%202622%“Economy Q1 2026 Q2 2026 Q2 Change ... Greece 20.8% 21.5% 0.7”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Mexico)202517%202621%“Economy Q1 2026 Q2 2026 Q2 Change ... Mexico 20.1% 21.4% 1.3”
Share who used AI to research beauty products while in a store (United States)20259%202621%“About 21% of the survey participants used AI to research beauty products in-store.”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (APAC)202517%202621%“Economy Q1 2026 Q2 2026 Q2 Change ... Philippines 20.1% 20.7% 0.6”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (LatAm)202518%202620%“Economy Q1 2026 Q2 2026 Q2 Change ... Ecuador 19.5% 20.3% 0.8”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Brazil)202516%202620%“Economy Q1 2026 Q2 2026 Q2 Change ... Brazil 19.1% 20.2% 1.1”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (LatAm)202515%202620%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion El Salvador,14.60%,16.20%,18.30%,20.1%”
20% of Swedish online shoppers used AI solutions to find products in the past year. (EMEA)202410%202520%“In just one year, the percentage of people using AI agents such as ChatGPT , Gemini or Copilot to find products has increased from 10 percent to 20 percent.”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)202516%202619%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Albania,15.80%,16.50%,18.50%,19.2%”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)202517%202619%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Moldova,16.60%,17.00%,18.50%,19.1%”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (India)202514%202619%“Economy Q1 2026 Q2 2026 Q2 Change ... India 17.6% 18.5% 0.9”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202515%202618%“Economy Q1 2026 Q2 2026 Q2 Change ... Romania 17.5% 18.0% 0.5”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (APAC)202513%202618%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Mongolia,12.60%,14.30%,16.70%,17.9%”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (LatAm)202513%202617%“Economy Q1 2026 Q2 2026 Q2 Change ... Peru 16.4% 17.3% 0.9”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)202513%202617%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Kazakhstan,12.70%,13.70%,15.90%,16.9%”
Share who used AI for personalised beauty recommendations (United States)202416%202516%“Just 7% of respondents say they've used AR to receive more personalized beauty product recommendations, with 16% saying they've used AI”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202513%202616%“Economy Q1 2026 Q2 2026 Q2 Change ... Egypt 14.8% 15.5% 0.7”
In the past 12 months, in which areas of your life have you used AI? 'My finances [for example, banking customer service chatbots or spending trackers]' (United Kingdom)202426%202615%“All persons | All | My finances [for example, banking customer service chatbots or spending trackers] | 15 | 14 | 17 | 7230”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (APAC)202512%202615%“Economy Q1 2026 Q2 2026 Q2 Change ... Indonesia 14.1% 14.8% 0.7”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (APAC)202512%202615%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Nepal,12.30%,13.00%,14.20%,14.6%”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (LatAm)202512%202615%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Honduras,12.40%,13.10%,14.00%,14.5%”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)202512%202614%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Tunisia,12.30%,12.70%,13.50%,13.9%”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)202511%202614%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Algeria,11.30%,12.00%,13.20%,13.8%”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (Thailand)20259.1%202613%“Economy Q1 2026 Q2 2026 Q2 Change ... Thailand 12.4% 13.4% 1.0”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (LatAm)202511%202613%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Bolivia,10.90%,11.60%,12.70%,13.3%”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (LatAm)202510%202613%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Paraguay,10.10%,11.00%,12.20%,12.6%”
AI User Share: share of the working-age population (ages 15-64) that used a generative AI product during the reported period; derived from aggregated, anonymised Microsoft telemetry adjusted for OS/device market share, internet penetration and population (EMEA)202511%202612%“Economy Q1 2026 Q2 2026 Q2 Change ... Morocco 11.7% 12.0% 0.3”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (APAC)202510%202612%“Economy Q1 2026 Q2 2026 Q2 Change ... Pakistan 11.4% 11.9% 0.5”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)20256.9%20268.9%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Zimbabwe,6.90%,7.60%,8.50%,8.9%”
AI User Share: share of people aged 15-64 who used a generative AI product during the reported period (June 2026 / Q2 2026) (APAC)20257.1%20268%“Economy Q1 2026 Q2 2026 Q2 Change ... Bangladesh 7.8% 8.0% 0.2”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)20256.2%20267.7%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Armenia,6.20%,6.60%,7.40%,7.7%”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)20256%20267.6%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Rwanda,6.00%,6.30%,7.20%,7.6%”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (EMEA)20255.7%20267.6%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Uzbekistan,5.70%,6.30%,7.20%,7.6%”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (APAC)20256.2%20267.6%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Sri Lanka,6.20%,6.60%,7.30%,7.6%”
population-normalized AI user share; anonymized telemetry adjusted for OS/device share, internet penetration and population (APAC)20254.6%20266.1%“Economy,H1 2025 AI Diffusion,H2 2025 AI Diffusion,Q1 2026 AI Diffusion,Q2 2026 AI Diffusion Cambodia,4.60%,5.10%,5.70%,6.1%”

AI use by country

How many people use AI at all, and how many pay for it.

AI use by country

Share of people who use AI at all; the ring is the same source in an earlier year

Method & notes
  • The share of people who use AI at all, from the most reliable source in each country: official statistics first, then national representative surveys, then multi-country trackers. Secondary sources are left out.
  • Who was asked differs (all adults, people aged 16 to 74, internet users), so read the line under each country before comparing. Eurostat figures are people aged 16 to 74 who used AI in the past 3 months.
  • The ring is the same source in an earlier year.
Data table and quotes
CountryUse AIYearWho was askedSourceEarlier
Kenya98%2025internet users 16+, past monthGWI (analysis by Manochi/Kepios, published by DataReportal) Link
Bangladesh96%2025internet usersTelenor Asia Link88% in 2024
China94%2025people aged 15+, web survey, ever usedMinistry of Internal Affairs and Communications (MIC), Japan Link
Indonesia94%2025internet users 16+, past monthGWI (analysis by Manochi/Kepios, published by DataReportal) Link
Thailand91%2025internet usersTelenor Asia Link77% in 2024
Malaysia89%2025internet usersTelenor Asia Link75% in 2024
UAE85%2025adults 18+, online panel, past 12 monthsIpsos for Google Link
Nigeria84%2025adults 18+, online panel, past 12 monthsIpsos for Google Link
India83%2025adults 18+, online panel, past 12 monthsIpsos for Google Link
New Zealand79%2025adults 18+ online, past 12 monthsInternetNZ (fieldwork Verian) Link
Norway71%2026people aged 16 to 74, past 3 monthsStatistics Norway (SSB) Link57% in 2025
Singapore71%2025adults 18+, online panel, past 12 monthsIpsos for Google Link
Canada70%2026adults, online panel, past 3 monthsAngus Reid Group Link
South Africa70%2025adults 18+, online panel, past 12 monthsIpsos for Google Link
Saudi Arabia64%2026citizens 18+Saudi Center for Opinion Polling (SCOP) Link49% in 2025
US62%2026adults aged 18 to 64Federal Reserve Bank of St. Louis (FRED) / Real-Time Population Survey (Bick, Blandin, Deming) Link56% in 2025
Japan59%2025people aged 15+, web survey, ever usedMinistry of Internal Affairs and Communications (MIC), Japan Link
Costa Rica56%2024adults 18+ with a mobile phone, ever usedCIEP - Universidad de Costa Rica Link
UK54%2025adults 16+Ofcom Link31% in 2024
Kazakhstan51%2025adults 18+Kazakhstan Institute for Strategic Studies under the President (KazISS) Link
Denmark48%2025people aged 16 to 74, past 3 monthsEurostat Link
Chile48%2024adults 18+, online panelUniversidad Autónoma de Chile - Centro de Comunicación de las Ciencias Link
France48%2025people aged 12+Arcep / CREDOC (with Arcom, CGE, ANCT) Link33% in 2024
Switzerland47%2025people aged 16 to 74, past 3 monthsEurostat Link
Estonia47%2025people aged 16 to 74, past 3 monthsEurostat Link
Malta47%2025people aged 16 to 74, past 3 monthsEurostat Link
Finland46%2025people aged 16 to 74, past 3 monthsEurostat Link
Australia46%2024adults, including people offlineAustralian Digital Inclusion Index (ARC Centre of Excellence for ADM+S / RMIT / Swinburne / Telstra) - authors' article in ACS Information Age Link
Argentina46%2025adults 18+, online panelCEPE (Universidad Torcuato Di Tella) and Fundar Link
Ireland45%2025people aged 16 to 74, past 3 monthsEurostat Link
Kosovo45%2025people aged 16 to 74, past 3 monthsEurostat Link
Netherlands45%2025people aged 16 to 74, past 3 monthsEurostat Link
South Korea45%2025people aged 3+, ever usedMinistry of Science and ICT (MSIT) / National Information Society Agency (NIA) Link33% in 2024
Cyprus44%2025people aged 16 to 74, past 3 monthsEurostat Link
Greece44%2025people aged 16 to 74, past 3 monthsEurostat Link
Taiwan43%2025residents, including people offline, past 3 monthsTaiwan Network Information Center (TWNIC) Link
Luxembourg43%2025people aged 16 to 74, past 3 monthsEurostat Link
Belgium42%2025people aged 16 to 74, past 3 monthsEurostat Link
Austria39%2025people aged 16 to 74, past 3 monthsEurostat Link
Portugal39%2025people aged 16 to 74, past 3 monthsEurostat Link
Spain38%2025people aged 16 to 74, past 3 monthsEurostat Link
Slovenia38%2025people aged 16 to 74, past 3 monthsEurostat Link
Türkiye38%2026people aged 16 to 74TÜİK Link19% in 2025
Sweden37%2025people aged 16+, past 3 monthsStatistics Sweden (SCB) Link25% in 2024
Lithuania37%2025people aged 16 to 74, past 3 monthsEurostat Link
Czechia35%2025people aged 16 to 74, past 3 monthsEurostat Link
Latvia33%2025people aged 16 to 74, past 3 monthsEurostat Link
EU average33%2025people aged 16 to 74, past 3 monthsEurostat Link
Germany32%2025people aged 16 to 74, past 3 monthsEurostat Link
Brazil32%2025internet users aged 10+CGI.br / NIC.br (Cetic.br) Link
Slovakia31%2025people aged 16 to 74, past 3 monthsEurostat Link
Hungary30%2025people aged 16 to 74, past 3 monthsEurostat Link
Croatia28%2025people aged 16 to 74, past 3 monthsEurostat Link
Albania27%2025people aged 16 to 74, past 3 monthsEurostat Link
Mexico25%2024mobile internet usersInstituto Federal de Telecomunicaciones (IFT) Link
Poland23%2025people aged 16 to 74, past 3 monthsEurostat Link
Bulgaria23%2025people aged 16 to 74, past 3 monthsEurostat Link
North Macedonia22%2025people aged 16 to 74, past 3 monthsEurostat Link
Bosnia and Herzegovina20%2025people aged 16 to 74, past 3 monthsEurostat Link
Italy20%2025people aged 16 to 74, past 3 monthsEurostat Link
Serbia19%2025people aged 16 to 74, past 3 monthsEurostat Link
Romania18%2025people aged 16 to 74, past 3 monthsEurostat Link
Peru16%2025residential telecom surveyOsiptel Link
Colombia16%2024people aged 16 to 74OECD Link

Many use AI; few pay for it

Paying share by base: a share of AI users always reads higher than a share of households

households (card data)

  • US Bank of America Institute, 20263%
  • US PNC Economics Research, 20262.2%

all adults

  • Hungary Nemzeti Közszolgálati Egyetem, 20238%

age or user group

  • UK Deloitte, 202521%
  • South Korea Ministry of Science and ICT, 20257.9%
  • US Epoch AI with Blue Rose Research, 20253.3%

AI users

  • US Menlo Ventures, 202655%
  • Vietnam Decision Lab, 202555%
  • France Arcep / CREDOC, 202519%
  • Germany Bitkom Research, 202613%
  • Spain Funcas, 202512%
  • Türkiye Yapay Zeka Politikaları Derneği, 20258.8%

online consumers

  • China Nomura Research Institute, 202565%
  • US Nomura Research Institute, 202539%
  • Germany Nomura Research Institute, 202532%
  • Japan Nomura Research Institute, 202515%
  • South Korea Korea Communications Commission / KISDI, 20247%

other (see measure)

  • Brazil Mobile Time / Opinion Box, 202616%
Method & notes
  • Paid shares sit on different bases: households (card data), all adults, AI users or online consumers. A share of AI users is not a share of the population. Secondary sources are left out.
Data table and quotes
CountryPayWho was askedSource
US3%Bank of America consumer householdsBank of America Institute, 2026 Link
US2.2%PNC householdsPNC Economics Research, 2026 Link
Hungary8%Hungarian adult population, telephone survey, representative by age, sex, education, settlement typeNemzeti Közszolgálati Egyetem, 2023 Link
UK21%UK consumers 16-75 who have used a Generative AI tool for workDeloitte, 2025 Link
South Korea7.9%household members aged 3+Ministry of Science and ICT, 2025 Link
US3.3%US adultsEpoch AI with Blue Rose Research, 2025 Link
US55%US adultsMenlo Ventures, 2026 Link
Vietnam55%Vietnam online population 18+, nationwide online survey, urban and ruralDecision Lab, 2025 Link
France19%generative AI users aged 12+ in FranceArcep / CREDOC, 2025 Link
Germany13%Persons aged 16+ in GermanyBitkom Research, 2026 Link
Spain12%Residents of Spain aged 18-75Funcas, 2025 Link
Türkiye8.8%Türkiye AI usersYapay Zeka Politikaları Derneği, 2025 Link
China65%Online consumers in CNNomura Research Institute, 2025 Link
US39%Online consumers in USNomura Research Institute, 2025 Link
Germany32%Online consumers in DENomura Research Institute, 2025 Link
Japan15%Online consumers in JPNomura Research Institute, 2025 Link
South Korea7%Korean smartphone users aged 15-69 using the internet at least daily, 17 provincesKorea Communications Commission / KISDI, 2024 Link
Brazil16%Brazilian smartphone ownersMobile Time / Opinion Box, 2026 Link

The AI impact profile, by sector

Journey, search and outcome, each with its own evidence.

Two of three effects must agree before we say AI is changing a sector

The AI journey, whether AI replaces category search, and the sales outcome, by sector and region

RegionJourneyReplacing searchOutcome
Beauty
USstated in surveys–not measured
EMEA0.129% of visits from AI assistants (GB, Jun to Aug 2026)–not measured
LatAmstated in surveys–not measured
APACstated in surveys–not measured
Fashion
USstated in surveys–not measured
EMEA0.24% of visits from AI assistants (GB, Jun to Aug 2026)–not measured
LatAmstated in surveys–not measured
APACstated in surveys–not measured
Food & beverage
USstated in surveys–not measured
EMEA0.225% of visits from AI assistants (GB, Jun to Aug 2026)–not measured
LatAmstated in surveys–not measured
APACstated in surveys–not measured
Telco
USstated in surveys–not measured
EMEA0.101% of visits from AI assistants (GB, Jun to Aug 2026)–not measured
LatAmstated in surveys–not measured
APACstated in surveys–not measured
Finance
USstated in surveys–not measured
EMEA0.126% of visits from AI assistants (GB, Jun to Aug 2026)–not measured
LatAmstated in surveys–not measured
APACstated in surveys–not measured
E-commerce
USstated in surveysno sign (1 country measured)not measured
EMEA0.134% of visits from AI assistants (GB, Jun to Aug 2026)no sign (4 countries measured)not measured
LatAmstated in surveysmixed (2 countries measured)not measured
APACstated in surveysmixed (2 countries measured)not measured
Method & notes
  • Journey: AI on the way to buying, measured from AI referral traffic (Similarweb: the UK, Germany, France and Spain) or stated in surveys. Replacing search: whether search demand for the sector's categories falls where AI is used. Outcome: the sales effect, not measured yet.

Single readings

One study, one value: wide use, no trend line yet.

Single readings: no earlier value yet

AI-led trends with a regional Size but no repeat survey yet

Method & notes
  • No regional figure yet (country readings or global studies only; see the region pages): Ask AI before they buy (Beauty, US); Ask AI before they buy (Beauty, LatAm); Hesitate to let AI pay (Fashion, EMEA); Hesitate to let AI pay (Fashion, LatAm); Hesitate to let AI pay (Fashion, APAC); Keep AI agents on a short leash (Food & beverage, EMEA); Ask AI before they fill the basket (Food & beverage, LatAm); Ask AI before they fill the basket (Food & beverage, APAC); Keep AI agents on a short leash (Food & beverage, APAC); Accept AI help, but keep a human on call (Telco, EMEA); Ask AI before they buy a plan (Telco, LatAm); Hand everyday tasks to AI agents (Telco, LatAm); Hand everyday tasks to AI agents (Telco, APAC); Ask AI before they buy a plan (Telco, APAC); Keep a human on the final call (Finance, EMEA); Ask AI before they move money (Finance, LatAm); Expect their provider to bring the AI (Finance, APAC); Let an agent check out for them (E-commerce, EMEA); Set the rules before AI acts (E-commerce, EMEA); Let an agent check out for them (E-commerce, LatAm); Let an agent check out for them (E-commerce, APAC).
Data table and quotes
TrendSizeLead studyQuote
Ask AI before they move money (Finance, APAC)76%HSBC / Ipsos, Singapore investors outpace global counterparts in AI adoption for finance Link“Singapore's mass affluent and high-net-worth investors are using AI for finance and investment (76%) at a higher rate than the global average (73%)”
Use AI to shop, hesitate to let it pay (Finance, APAC)74%Visa, Visa State of Digital Commerce in Asia Pacific 2025 Link“with 74% using AI-powered tools to discover, track or learn about products.”
Ask AI before they buy (Beauty, APAC)54%Embrain Trendmonitor, AI 쇼핑 에이전트 관련 인식 조사 (Embrain Trendmonitor, 2026, self-funded) Link“AI 쇼핑 에이전트 기능을 사용해본 경험이 있다는 비율은 54.2%로 나타났다.”
Let AI style the outfit (Fashion, US)53%IAB (Interactive Advertising Bureau) with Talk Shoppe, When AI Guides the Shopping Journey (IAB/Talk Shoppe AI Commerce Study, 2025) Link“The categories where shoppers turn to AI most for shopping are technology products, apparel/fashion, and beauty/personal care products [...] TOP CATEGORIES FOR AI SHOPPING USAGE (%) AI Shoppers Tech 53 Apparel / Fashion 53”
Use AI to shop, hesitate to let it pay (Finance, LatAm)47%Visa, Visa holiday spending survey, Latin America 2025 Link“75% of Mexicans surveyed and 70% in Brazil have used AI for help with shopping, with product research as the top assistance use”
Ask AI before they fill the basket (Food & beverage, US)36%FMI – The Food Industry Association, From smartphones to AI: How shoppers use technology to feed their families (January 2026 Grocery Shopper Snapshot) Link“Over half of all shoppers (53%) have used AI tools for at least one of the food-related needs outlined above.”
Ask AI before they buy (Beauty, EMEA)31%IFH Köln / ECC KÖLN, ECC CLUB Studie 2025: Social, Assisted, Agentic (press release 13.10.2025) Link“So nutzen knapp ein Drittel der Befragten (31 %) generell KI-Chatbots wie ChatGPT oder Gemini zur Produktinformation und -recherche, davon 35 Prozent sogar häufiger als klassische Suchmaschinen.”
Use AI to shop, hesitate to let it pay (Finance, US)30%L.E.K. Consulting, Thanks to AI, Consumers Are Arriving at Brand and Retailer Sites Ready to Buy Link“Approximately 30% of U.S. consumers have used AI tools to inform a purchase decision.”
Use AI to hunt the best price (Food & beverage, US)27%FMI – The Food Industry Association, From concern to control: How are U.S. households managing grocery costs (December 2025 Shopper Snapshot) Link“39% of AI-users (27% of all shoppers) use AI to find the best grocery prices.”
Keep AI agents on a short leash (Food & beverage, US)18%FMI – The Food Industry Association, From smartphones to AI: How shoppers use technology to feed their families (January 2026 Grocery Shopper Snapshot) Link“only 18% always verify AI-generated information. Meanwhile, 35% rarely or never verify the information AI provides them.”
Hand everyday tasks to AI agents (Telco, EMEA)17%Deloitte, The Human and the Agent: The State of Agentic Commerce in Europe (Deloitte Netherlands press release) Link“Although AI and search engines are already on an equal footing during the research phase, the willingness to let AI handle the moment of purchase is declining sharply: only 17% of European AI users use AI in the actual purchase (check-out).”
Use AI to shop, hesitate to let it pay (Finance, EMEA)17%Financial Conduct Authority (FCA), fieldwork Yonder (Mills Review), Yonder / FCA AI Consumer Research - Mills Review consumer quantitative research Link“Of the 69% of consumers who shopped for or used a financial product in the last 12 months, 17% used AI to assist them (over 1 in 5 among AI users)”
Let an agent check out for them (E-commerce, US)13%Checkout.com (fieldwork Censuswide), Agentic Commerce 2026: The State of Consumer Demand and Merchant Readiness Link“Around one in eight (13%) consumers say they already use an AI shopping agent for at least 10% of their online purchases.”
Ask AI before they fill the basket (Food & beverage, EMEA)12%McKinsey & Company, The State of Grocery Retail Europe 2026: Margins under pressure, models in motion Link“About 12 percent of consumers have already used AI in their grocery shopping journey.”
Use AI to hunt the best price (Food & beverage, EMEA)10%IFH MEDIA ANALYTICS (IFH Köln) with MEDIA CENTRAL, Angebotssuche im Wandel: Ersetzt KI Suchmaschinen und Händler-Apps? (press release: Produkt- und Angebotssuche: 79 Prozent verzichten bislang auf KI) Link“Während im Möbelhandel bereits 24 Prozent und im Elektrohandel 21 Prozent auf KI zurückgreifen, liegt der Anteil im Baumarktsegment bei 13 Prozent und im Lebensmitteleinzelhandel bei lediglich 10 Prozent.”
Hesitate to let AI pay (Fashion, US)9%Ipsos, Ipsos Views: Shopping with AI - How artificial intelligence is reshaping the purchase journey Link“The US shows 9% actual usage, higher than cautious markets but well below AI-forward nations.”
Hand everyday tasks to AI agents (Telco, US)7.7%Prosper Insights & Analytics (analysis by Channel V Media, AI Barometer), The State of AI Adoption in America, 2026 (The AI Barometer) Link“Only 7.7% use agentic AI today, and 17.6% think it is a good idea (41.8% say it isn't; 40.6% are unsure).”
Read the full summary

60 AI-led trends are tracked across the six sectors and four regions: trends whose behaviour is itself done with AI, such as asking an assistant before buying. 39 of them have a regional Size. They run from 7.7% (Hand everyday tasks to AI agents, Telco US) to 76% (Ask AI before they move money, Finance APAC) of consumers who do it.

23 have a Direction reading; 15 of them are rising. Their Direction rests on behaviour change (the same question asked in an earlier year) and AI referral traffic, never on search interest.

AI traffic is measured in the UK only so far (Similarweb pilot series): between 0.101% and 0.24% of visits to the top sites of each sector came from ChatGPT, Jun to Aug 2026. In 18 of 24 sector and region profiles the AI journey is stated in surveys, not measured.

Two of three effects (the journey, replacing search, the sales outcome) must agree before we write that AI is changing a sector. They agree in 0 of 24 sector and region profiles.

What this means for AI Consumer Trends readings

AI-led trends are read like every other trend: Size from behaviour studies, Direction and Confidence, summed up by Trend Strength. Their Direction never uses search interest: it rests on behaviour change (50%) and AI referral traffic (50%).

Measured AI traffic sits beside Size and is never subtracted from it or combined with it: a share of visits and a share of consumers measure different things.

A sentence that AI is changing a sector needs two of the three effects to agree. Until they do, the sector pages report the AI-led trends as trends and leave the sector claim out.

64% of adults in the United Kingdom say they use AI tools to research and choose beauty products (reported, Boots). Measured ChatGPT traffic to the top 3 UK beauty sites is 0.129% of their visits (June to August 2026). Based on: Boots, EMEA; Similarweb · United Kingdom · Jun to Aug 2026

28% of adults in the United Kingdom say they use AI assistants to research, compare and pick fashion (reported, Mustard Research). Measured ChatGPT traffic to the top 3 UK fashion sites is 0.24% of their visits (June to August 2026). Based on: Mustard Research, EMEA; Similarweb · United Kingdom · Jun to Aug 2026

3% of adults in the United Kingdom say they use AI assistants for recipes, lists or grocery decisions (reported, IGD). Measured ChatGPT traffic to the top 3 UK grocery sites is 0.225% of their visits (June to August 2026). Based on: IGD, EMEA; Similarweb · United Kingdom · Jun to Aug 2026

63% of adults aged 16-75 in the United Kingdom say they use gen AI tools (reported, Deloitte UK). Measured ChatGPT traffic to the top 3 UK telecoms sites is 0.101% of their visits (June to August 2026). Based on: Deloitte UK, EMEA; Similarweb · United Kingdom · Jun to Aug 2026

35% of adults in the United Kingdom say they use AI to research, budget or weigh financial products (reported, EY). Measured ChatGPT traffic to the top 3 UK banking sites is 0.126% of their visits (June to August 2026). Based on: EY, EMEA; Similarweb · United Kingdom · Jun to Aug 2026

17% of retail financial services consumers who shopped around for, took out, switched or used at least one financial product in the past 12 months in the United Kingdom say they use AI to shop but hold back on AI-led payment (reported, Financial Conduct Authority (FCA), fieldwork Yonder (Mills Review)). Measured ChatGPT traffic to the top 3 UK banking sites is 0.126% of their visits (June to August 2026). Based on: Financial Conduct Authority (FCA), fieldwork Yonder (Mills Review), EMEA; Similarweb · United Kingdom · Jun to Aug 2026

48% of adults in the United Kingdom say they ask an AI assistant before they buy (reported, Deloitte). Measured ChatGPT traffic to the top 3 UK retail sites is 0.134% of their visits (June to August 2026). Based on: Deloitte, EMEA; Similarweb · United Kingdom · Jun to Aug 2026

Readings built 7 Oct 2026. Every figure on this page links to its source here or on the sector pages.