Sonata Insights analysis: More than half of US adults have used generative AI
New consumer AI data is out—and it points to two big shifts marketers need to be ready for.
1️⃣ More than half of U.S. adults have used generative AI.
A new survey shows 54.6% of U.S. adults (18–64) used generative AI in the past year, a 10-point increase from 2024. Nearly 49% use it personally and 37% use it for work, according to the Federal Reserve Bank of St. Louis’s study.
Personal use of genAI is increasing much faster than work use. Work use is up only 4 points year over year, while personal use is up 13 points.
2️⃣ Consumers expect AI transparency, even if they don’t fully understand AI yet.
Forrester found that three in four US online adults want companies to disclose when AI is used in content. Yet only about 40% say they know how to use or prompt AI responsibly.
💡 What these new studies means for marketers, agencies and the tech investor community:
⚡ AI usage is no longer an early-adopter phenomenon.
Most US adults have now at least tried generative AI. Brands should be rethinking search strategy, content strategy and the consumer journey because consumers are already using AI to evaluate products and make decisions.
⚡ Trust is emerging as a competitive advantage.
Consumers can’t always tell when AI is involved, but they want to know. Labels, disclosure and simple explanations will matter, especially as AI-generated answers play an even bigger role in discovery and purchase flow.
Do you know how to reach consumers who are increasingly making AI a daily part of their lives? Watch this short video and steal my insights!
