2025年欧洲消费者人工智能采用的新兴趋势

Table of contentsTable of contents Executive summary3Executive summary3 4Key statisticsKey statistics 5-6PlaybookEditorial: Al Is Eating the Digital MarketingPlaybook5-6 8-9across markets10Who is leading the charge in AI adoption?acrossmarkets8-9 Dominant AI tools and changing patterns of 11-12seeking information13-14Influence of AI on purchase decisionsseeking information11-12 15Barriers and opportunities for expanded use15 Navigating the AI-driven consumer landscapeNavigating theAl-drivenconsumerlandscape 18About VerdaneAbout Verdane18 Executive summaryExecutive summary AI is used to search information and research purchasesAl is used to search information and research purchases Consumers are adopting conversational AI, especially in theirprivate lives.The active conversational AI users were asked about their usage of AI toConsumers are adopting conversational Al, especially in theirprivate lives. find information. 30% of active users prefer conversational AI overtraditional search engines. The main drivers for preference for theserespondents were the ability to get direct answers (57%), bettersummarisation of information (55%) and the ease of asking follow-upquestions in natural language (54%). To understand whether AI plays a major role in purchase decisions,The active conversational Al users were asked about their usage of Al tofindinformation.3o%ofactiveuserspreferconversational Al overtraditional search engines. The main drivers for preference for theserespondents were the ability to get direct answers (57%), bettersummarisation of information (55%) and the ease of asking follow-upquestions in natural language (54%). Verdane’s study of 7,282 individuals aged 18-60 across Sweden, Norway,Denmark, Finland, Germany and the UK sheds light on how people useconversational AI, such as OpenAI’s ChatGPT, Google Gemini andMicrosoft Copilot in their lives both professionally and privately. Thestudy set out to identify differences in adoption between markets as wellas private and work settings. 42% of respondents were identified asactive users and early adopters, defined as using conversational AIeither at work or privately at least monthly. Private use of conversationalAI is more common: Average active adoption at work across all marketsis 41% and privately 53%. The UK leads daily professional use at 17%,while Denmark has the highest daily private use at 14%. Active users areconfident that their use of conversational AI will grow or remain atsimilar levels in the coming six months: 95% believe so for private use,while 83% think this will be the case at work.active users were asked about how often they use conversational AItools to help decide what to buy or compare products and services. Theanswers paint a picture of changing customer behaviour: 76% have usedAI for this purpose, with 17% doing so most of the time or every time whenconsidering a purchase.Companies relying on traditional search engine advertisingare at risk of disruptionVerdane's studyof7,282individualsaged18-60acrossSweden,Norway,Denmark, Finland,Germanyandthe UK shedslight onhowpeopleuseconversational Al, such as OpenAl's ChatGPT, Google Gemini andMicrosoftCopilotintheirlivesbothprofessionallyandprivately.Thestudy set out to identify differences in adoption between markets as wellas private and work settings. 42% of respondents were identified asactive users and early adopters, defined as using conversational AlTo understand whether Al plays a major role in purchase decisions,either at work orprivately at least monthly.Privateuseof conversationalactive users were asked about how often they use conversational AlAlismorecommon:Averageactiveadoptionatworkacrossallmarketstoolstohelp decidewhat to buyorcompareproductsandservices.Theis41%andprivately53%.TheUKleadsdailyprofessional useat17%answerspaintapictureofchangingcustomerbehaviour:76%haveusedwhile Denmark has thehighestdailyprivateuse at 14%.Active users areAl for this purpose, with 17% doing so most of the time or every time whenconfident that theiruse of conversational Al will growor remainatconsidering a purchase.similar levels in the coming six months: 95% believe so for private use,while 83% think this will be the case at work.Companies relying on traditional search engine advertisingare at risk of disruption 42%of respondents were identified as active users42% 30%and early adopters, defined as usingconversational AI either at work or privately atleast monthly.of respondents were identified as active usersand early adopters, defined as usingconversational Al either at work or privately atleast monthly. of active users prefer conversational AI over30%of active users prefer conversational Al over traditional search engines.traditional search engines. The findings clearly show that consumers are already changing how consumer-facing sectors, this shift demands a reassessment of how toengage potential buyers. Instead of relying on buying traffic to fuelgrowth, future-proofed