2025年消费者采用AI报告（英）_29页_6mb

2025 Consumer Adoption of AI Report Summary

Core Content

This report provides insights into the current state of consumer adoption and sentiment towards artificial intelligence (AI) in retail and general use. It highlights how consumers are interacting with AI tools, their perceptions of AI's impact on brands, and the implications for future marketing strategies.

Main Findings

Consumer Openness and Adoption

• Growing acceptance: Consumer readiness for AI in retail is increasing, driven by greater familiarity and belief in its potential to enhance customer experience.
• Usage statistics:
  • 52% of consumers have used ChatGPT.
  • 30% have used Google Gemini.
  • 47% of consumers are likely to use generative AI (Gen AI) tools for researching purchases, up from last year.
• Country-specific trends:
  • Canada and UK show the highest increases in likelihood to use AI for product research (up 10 and 9 points, respectively).
  • US lags behind in ChatGPT usage (45%) compared to the UK (55%), Canada (56%), and Australia (58%).
  • Australia has the lowest trust in companies handling AI data (29%) and the highest support for AI data regulation (83%).

Sentiment Toward Brands Using AI

• Positive shift: Consumers are becoming more positive about brands using AI, especially in the US and UK.
• Top benefits perceived:
  • Faster customer support: 47%
  • Helping staff do their jobs: 38%
  • More creative advertising: 35%
  • Cost savings passed on to consumers: 32%
  • Greater product innovation: 32%
• Concerns:
  • Loss of human touch: 59%
  • Job losses: 57%
  • Inability to speak to a real person: 57%
  • Privacy or security weaknesses: 43%
  • Potential for misleading consumers: 40.5%
• Demographic differences:
  • Men are more likely to trust AI and perceive its benefits.
  • Women are more likely to object to AI-generated models in advertising (52% vs. 41%) due to concerns about unrealistic beauty standards.
  • Older consumers (50+) are more skeptical of AI's role in retail and less likely to believe in its benefits.

AI-Generated Models in Advertising

• Declining objections: The percentage of consumers who are not okay with AI-generated models in ads has dropped from 49% to 46%.
• Country-specific changes:
  • Canada saw the largest drop in objection (down 5 points).
  • UK had a notable +10 point increase in belief that AI improves customer experience.
• Age and gender differences:
  • Younger consumers (18-30) are more accepting of AI-generated content.
  • Women are more likely to object to AI models in ads than men.

Trust in AI and Its Tools

• Growing trust: Consumer trust in AI tools and the companies behind them is increasing.
• Trust in AI tools:
  • 43% of consumers trust information from AI tools, up from 40% last year.
  • 68% of Gen AI users trust the information they receive.
• Trust in AI companies:
  • 37% of younger consumers (18-30) trust AI companies to handle their data.
  • 29% of older consumers (50+) trust AI companies.
• Legislation demand:
  • 85% of older consumers support laws to control AI data usage.
  • Australia leads in supporting data regulation laws (83%).

AI in Search Behavior

• Conversational search: AI is transforming online search, with consumers increasingly using AI tools to get direct answers rather than visiting websites.
• Trust in AI search:
  • 40% of consumers trust AI search results more than regular search.
  • 41% trust AI search more than paid search results.
• Usage expectations:
  • 60% of Gen AI users expect to use it more in the next six months.
  • UK leads with 66% of consumers expecting to increase AI search use.
  • Only 15.5% expect to reduce use of regular search engines.

Key Implications for Brands

• Brands should focus on optimizing content for Large Language Models (LLMs) to benefit from increased consumer trust and engagement.
• Personalization and customer experience improvements are seen as major benefits of AI, but trust and ethical concerns still play a critical role in adoption.
• Age and gender demographics significantly influence perceptions and usage of AI, with younger and male consumers more open to its integration.
• The rise of AI in search may lead to a shift in how consumers find information, requiring brands to adapt their digital strategies accordingly.

Conclusion

While trust and ethical concerns remain important, the overall sentiment toward AI in retail is becoming more positive. Consumers are increasingly using AI for research and shopping, and their trust in AI tools and content is growing. Brands that integrate AI thoughtfully and transparently are likely to benefit from this trend, especially in markets like the UK and Canada where AI adoption and trust are on the rise.