AI is no longer a novelty – it’s become a daily companion.

From Gen Z to boomers, adoption is accelerating across all age groups, reshaping how consumers live, shop, and interact. But as AI becomes mainstream, concerns around trust is rising.

From hype to habit: How consumers are embracing AI, the latest research brief from the Capgemini Research Institute, explores this evolving landscape, drawing insights from a survey of 10,000 consumers from 13 countries across the Americas, Europe, and Asia-Pacific. The results reveal how attitudes toward AI have shifted over the past two years, and what this means for businesses aiming to innovate responsibly. Key findings include:

  • AI is the new consumer companion: One-third of consumers spend more than an hour on AI tools every day, and interactions with AI tools have nearly doubled from 2023. More than half of consumers now view AI as a source of information and a collaborator.
  • Gen Z is driving the AI revolution: 7 in 10 Gen Z are actively exploring AI tools, with the majority having a positive view of them as drivers of innovation. Older generations, particularly boomers, are increasingly turning to generative AI platforms for emotional support.
  • AI is transforming how consumers shop: 53% of consumers have made purchases based on Gen AI recommendations, and 64% are open to buying new products suggested by AI. Hyper-personalization among consumers is also on the rise, with 43% saying they are fine with AI-produced ads appearing in their social media feeds.
  • Trust erosion is a key challenge: The overall level of trust in AI tools has declined compared to 2023. Trust in AI-generated content is notably higher among Gen Z consumers. Concerns about AI-related cyberattacks have doubled since 2023, and over half of consumers (53%) would pay a premium for AI tools that guarantee data safety and cybersecurity protection. Nearly 60% of consumers want stricter safety and fairness rules before AI advances further.

From hype to habit: How consumers are embracing AI provides critical insights for business and technology leaders across all sectors, especially those in the C-suite, and anyone involved with AI, innovation and analytics, consumer experience, supply chain, and social commerce. The findings provide a valuable roadmap for leaders to:

  • Align AI innovations with consumer needs
  • Address challenges related to trust
  • Unlock opportunities for hyper-personalization and premium AI services.

To learn how AI is shaping consumer behavior, and what organizations should do to foster trust and add value in the post-digital age, download the research brief today.