Are consumers softening to AI?
Editor’s note: Sam Killip, VP of Customer Success at Attest.
AI is no longer just a headline grabber; it has become an integral part of our daily consumer experiences. As brands increasingly integrate AI into their operations, understanding consumer attitudes and adoption trends is critical.
Attest’s 2025 Consumer Adoption of AI Report, which spans the U.S., U.K., Canada and Australia, offers valuable insights into how consumers interact with AI and what it means for the future of retail (registration required). For research and insights professionals, these findings not only highlight emerging opportunities but also underline the need to navigate challenges around trust, ethical considerations and evolving search behaviors.
Half of consumers have used ChatGPT
The last couple of years have seen a noticeable shift in consumer adoption of AI-powered tools. Today, nearly half (47%) of respondents are likely to use generative AI tools, such as ChatGPT, to research purchases, while 54% express readiness to engage with AI assistants or chatbots during their shopping journeys.
The data also reveals that over half of consumers (52%) have already experimented with ChatGPT, with 30% having used Google Gemini. What’s more, 60% of current gen AI users predict that their use of such tools will rise in the next six months. This indicates that as consumers become more familiar with these technologies, their trust and usage increase.
For brands, these trends emphasize the need to integrate AI seamlessly into customer service, product research and personalization strategies. As AI continues to gain traction, research and insights professionals will need to monitor adoption patterns and identify opportunities to enhance consumer engagement.
The fears surrounding AI
With the adoption of AI tools on the rise, consumer sentiment toward brands using AI is improving. Initial concerns, such as fears over job losses and the loss of the human touch, are gradually easing. For example, worries about job losses have dipped slightly from 59% to 57%, with the U.K. recording the lowest concern at 54%. Similarly, the objection to AI-generated models in advertising has fallen from 49% to 46%, suggesting that increased exposure to AI is softening consumer resistance.
At the same time, trust in brands using AI is also growing. In 2024, only 29% of consumers said they trusted companies with the data they collected through AI technology. Today, that has increased to 33%. However, 80% of consumers express support for laws to control companies collecting data via AI, showing that their burgeoning trust must still be carefully nurtured.
Demographic nuances add yet another layer to the narrative. Men tend to display higher trust in AI applications; 36% of men believe that AI integration can lead to cost savings and spur product innovation, compared to just 28% of women. Age plays an important role too. Younger consumers are more likely to embrace AI tools for product research and personalization, whereas older demographics remain cautious – particularly regarding the potential loss of human interaction. These insights stress the importance of tailoring AI strategies to different segments to avoid alienating customer groups.
How AI is disrupting digital search
One of the biggest takeaways from this research is how AI is fundamentally changing the way consumers search for information online. Our data indicates that 32% of Americans under 40 now rely on AI for at least half of their internet searches. This shift toward conversational search – where users receive long-form, natural language responses instead of traditional link lists – is reshaping the digital landscape.
Moreover, 40% of gen AI users trust AI-generated search results more than conventional search engine outcomes, which bodes well for brands that can secure organic placement in these emerging platforms. As AI-driven search becomes more prevalent, traditional website traffic may see a decline; however, the associated “halo effect” of being featured in an AI-generated response can boost a brand’s perceived credibility.
Nearly 41% of consumers report higher trust in AI-enhanced search results compared to paid search ads, emphasizing the need for brands to optimize content not only for standard SEO practices but also for AI-driven algorithms. This changing search environment calls for a strategic recalibration in how brands manage their digital presence and interact with consumers.
The effects of AI in retail
The surge in consumer adoption of AI is setting the stage for a transformative era in retail. As consumers increasingly turn to gen AI tools for everything from researching products to receiving personalized recommendations, retailers must rethink traditional strategies and embrace a digital-first approach.
One of the most significant implications is the shift towards hyper-personalization. With consumers increasingly likely to engage with AI tools, brands have a unique opportunity to deliver tailored experiences at scale. AI’s ability to analyze consumer behavior in real time means that retailers can offer personalized product suggestions, dynamic pricing and even proactive customer service, all of which can drive loyalty and boost conversion rates.
However, this evolution also brings challenges. Retailers must balance the efficiency of AI with the irreplaceable value of human interaction. As we saw earlier, while younger demographics are enthusiastic adopters of AI tools, older consumers still value person-to-person interactions.
By understanding these trends and their implications, research and insights professionals can lead brands through the complexities of the AI revolution, ensuring that technological progress translates into meaningful, human-centric improvements in the retail experience.