Consumer use of generative AI rises to 73%, survey finds
Sat, 9th May 2026 (Today)
Prophet has published a consumer survey showing that personal use of generative AI has risen to 73%, from 45% in early 2024.
The study also found that about two-thirds of users are worried about AI's effect on accuracy, human skills and personal connection.
The findings are based on responses from more than 2,000 consumers in China, Germany, Singapore, the UK and the US. All respondents were adults who had used at least one AI tool for personal reasons in the previous six months.
The data suggests consumer behaviour has shifted from casual testing to more routine use. People are increasingly using AI in situations that affect personal decisions, rather than treating it as a novelty.
Some respondents reported using AI in ways that go beyond simple text prompts. More than a quarter, or 27%, said they use AI to simulate future versions of themselves and test how different purchase decisions could affect their lives over time.
Another 13% said they share personal medical information with AI systems in return for tailored health guidance. The figures point to growing comfort with handing over sensitive information when users believe the output will be useful.
Agentic tools
The survey indicates that consumers want AI systems to take a more active role on their behalf. Some 66% said they want systems that can interpret intent and context without the need for carefully written prompts.
That preference reflects frustration with the effort involved in instructing and refining AI outputs. Users increasingly expect software to anticipate needs, recognise patterns and respond with less manual input.
Among the most sought-after functions, 60% said they would like AI to monitor favourite brands and make purchases automatically when discounts appear. A further 54% wanted proactive support to manage products and services and avoid problems or breakdowns.
Another 54% said they wanted AI to coordinate experiences across several brands, such as adjusting a dinner reservation after a flight delay. The report also found that 53% wanted needs-based purchasing based on personal preferences, while 49% wanted AI to negotiate pricing and terms for them.
The results suggest that many consumers are moving towards what the industry often describes as agentic AI, in which software acts with more autonomy. In practical terms, that means less emphasis on one-off prompts and more interest in systems that can carry out tasks with limited supervision.
Trust concerns
At the same time, confidence appears to be weakening even as use rises. Overall excitement about generative AI has fallen by about 7% since Prophet's 2024 study.
The report also found that 30% fewer users now believe they will come to rely on generative AI for most daily decisions. That suggests a more cautious public mood is taking shape as people encounter the technology more often in everyday life.
Concerns over reliability featured strongly in the survey. Some 71% of consumers said they worry that inaccurate AI outputs could influence real-world decisions.
Another 63% said heavy reliance on AI could erode human skills. A further 61% said they fear a loss of human connection as AI becomes more embedded in daily routines.
These findings point to a tension shaping consumer adoption. People appear willing to use AI more often, but many are also weighing convenience against control and speed against trust.
"Users are signaling AI should meet them where they are, without requiring them to adapt their behavior to a tool," said Chan Suh, chief digital officer at Prophet.
"As generative AI becomes more embedded in everyday decision-making, the next phase will be defined less by access and more by experience, including how naturally these systems fit into people's lives, and how much trust they can earn along the way," Suh said.
For companies, the survey highlights a more complicated market than raw adoption figures might suggest. Higher usage may indicate broader acceptance, but persistent concern over social and personal effects could shape how products are designed, marketed and governed.
The cross-market nature of the research also suggests these concerns are not limited to one geography. Responses were gathered across five countries, pointing to a broad pattern in which enthusiasm for AI tools is matched by anxiety about their consequences.
Chiaki Nishino, president of Prophet, said businesses may need to rethink how they invest in AI as consumers become more dependent on it in daily life.
"As consumers continue to increase their reliance on AI to support their lives, businesses will need to redirect AI investments from efficiency to innovation that provides emotional benefits, not just utility," Nishino said.
"The next wave will be defined by systems that don't just complete tasks, but create meaning, delivering experiences that feel intuitive, human, and emotionally resonant. That's where real differentiation happens," Nishino said.