在美国成长：消费者与人工智能2026

M E T H O D O L O G Y ABOUT THIS STUDY Survey Methodology •The survey was conducted bydentsuviaToluna, an online •Administered on February 6th, 2026.•Distributed among a random sample of 1,000 U.S. •Controls for nationally representative weighting acrossage, gender, region, race and ethnicity (using the latest CONTENTS 01TOP CONSUMER INSIGHTS 02AI’S HELPFULNESS DRIVES (MOSTLY) POSITIVECONSUMER SENTIMENT03PERSONAL USEIS INSPIRING CONFIDENCE ANDTRUST IN AI04AI ADOPTION AT WORK DRIVES BOTH APPRECIATIONAND CONCERN05CONSUMER EXPECTATIONS WHEN IT COMES TO AIAND BRANDS ARE NUANCED S E C T I O N0 1 TOP CONSUMER INSIGHTS A I-F O R W A R D B U S I N E S S E S A R E A I ’ SH E L P F U L N E S S D R I V E S A I-L E D C O M M E R C E I S H E R E Consumers’ understanding of Generative AI hasonly slightly increased compared to 2024. Andmost users’ sessions are short-lived. However,its efficiencyinperforming tasks is driving AI has become a shopping partner for almosthalf ofAmerican consumers. However, most ofthem use the answers they get from tools likeChat GPT on products and services to then act Professional users see AI tools as a strategiclever that solves for both complexity andrepetitiveness. AI superusers are reaping the B U S I N E S SB E N E F I T S A R EU N D E R S T O O DB U T C O N C E R N S P E R S O N A LU S E I S I N S P I R I N G C O N S U M E R SA S S I G N T O B R A N D S By and large, consumers feel AI tools aregranting them an opportunity to remain in thedriver’s seat, which is likely inspiring them to say Adoption of AI tools in the workplace is seen asa competitive advantage, but also as a troubledjourney. Further, accelerated adoption in the Above all, they expect them to be transparentabout when Generative AI is being used.However, agreement is slightly lower compared AI’S HELPFULNESS DRIVES(MOSTLY) POSITIVECONSUMER SENTIMENT CONSUMERS’ UNDERSTANDING OF GENERATIVE AI HAS INCREASED,BUT NOT SUBSTANTIALLY LedbyMenandyoungergenerations,the share of respondents who said they completely get how it works rose from 33% to 37% in 2 years. USAGE OF AI TOOLS IS MORE PREVALENT IN CONSUMERS’ PERSONALLIVES THAN IT IS IN THE WORKPLACE Up to 1 in 2 respondents use AI tools at least weekly in their personal lives. Millennials and Gen Z are significantly more likely to use them daily. MOST OF THE TIME, CONSUMERS’ SESSIONS ON AI TOOLS ARE SHORT-LIVED AND SINGLE-PURPOSE Only 8% of respondents are ‘AI superusers’ who engage with it for hours, or days, at a time. THOSE WHO ENGAGE WITH AI TOOLS ARE MOSTLYSATISFIED WITH THE OUTCOMEAND THEY FEEL IT SURPASSES WHAT THEY WOULD HAVE DELIVERED WITHOUT THEM This isin particular truefor tasks for the most common use-cases: answering questions and summarizing information. DO YOU THINK AI TOOLS DID A BETTER OR WORSE JOB THAN YOU WOULD HAVE DONE ON YOUR OWN WHEN GENERATIVE AI IS DIVISIVE: MOST AMERICANS FEEL POSITIVELY ABOUTIT, BUT THESHARE OF THOSE WHO FEEL NEGATIVELY IS SIGNIFICANT MOST USERS HAVE A POSITIVE OPINION OF THE TONE USED BY AI TOOLS,CONSIDERING IT TO BE ABOVE ALL THINGS HELPFUL Only 15% of respondents have a negative opinion. 4 IN 10 AMERICANS ARE EXCITED ABOUT AN AI-LED FUTURE The share rises significantly among Men, Gen Z, and Millennials. THOSE WHO ARE EXCITED ARE HOPEFUL AI WILL IMPROVE ACCESSIBILITY,ACCELERATE INNOVATION, AND PROVIDE SUPPORT WILL DAILY TASKS Companionship and job creation are the prospects getting less preferences. THOSE WHO ARE SKEPTICAL ARE MOSTLY CONCERNED BY THE IMPACT IT WILL HAVEON CONTENT AUTHENTICITY AND ON EMPLOYMENT The concern thatthequality of products may be loweredas a result ofusing AI garners less preferences. S E C T I O N0 2 IMPLICATIONS FOR MARKETERS EDUCATION CONTINUES TO BE A PARAMOUNT PRIORITY In the last 2 years, understanding of AI has increased-but only minimally. For bothtechnology companies offering AI products and marketers across other categories whoare looking to alleviate consumer concerns over their businesses using AI, developing USE-CASES BREED USAGE AND USAGE BREEDS CONFIDENCE Generative AI is still divisive. This is likely because most consumers only spend a fewminutes at the time on AI platforms to get quick answers. Those who spend more time with EXCITEMENT ABOUT THE FUTURE OF AI DEPENDS ON RESPONSIBLE INFORMATION Consumers can see the benefits AI might bring to society as an accelerant for innovationand a contributor to progress. But the fear of no longer being able to tell what’s real andwhat isn’t is tangible. Marketers need to thread carefully how they use it in their branded PERSONAL USEISINSPIRING CONFIDENCEAND TRUST IN AI CHAT GPT IS THE MOST POPULAR AI PLATFORM WHEN IT COMES TO CONSUMERS’PERSONAL LIVES Gemini and CoPilot complete the top three and the same goes for AI superusers for whom, comparatively, Einstein is considerablymore popular. MOST USERSHAVEALIMITEDEXPERIENCEWHENITCOMESTOTHE USE-CASES THEYCOULD MEET WITH THE AID OF AI TOOLS The vast ma