As consumers grow increasingly comfortable confiding in generative AI (Gen AI) for sensitive, personalized, and emotionally supportive interactions, a deeper “intimacy” with the technology is emerging. According to Forrester’s latest report, The State of Gen AI and Consumers for 2026, 62% of global users now engage with Gen AI at least weekly — a sign that it is evolving from a productivity enhancer into an indispensable cognitive partner.
The report highlights the rapid acceleration in Gen AI adoption, which is reshaping how consumers seek information, make decisions, and form digital habits. Among those who have used Gen AI, one in five online adults now use it daily — with many viewing it as their go-to “answer engine.” Despite persistent concerns around misinformation and data privacy, Gen AI has become embedded in everyday life — powering everything from search and content creation to personal advice and companionship.
Usage has increased by 2 to 12 percentage points year-over-year across global markets. ChatGPT remains the most widely used GenAI tool, with adoption rising across all demographics — including a significant uptick in female user profiles. This growing familiarity has led to expanded use cases, echoing the trajectory of smartphones. For many, Gen AI is becoming a “second brain.”
Globally, consumers are leaning into Gen AI primarily for personal tasks such as writing assistance, planning, recommendations, and daily problem-solving. In the US, adults with advanced degrees are twice as likely to use Gen AI at work compared to those with only high school education (49% vs. 24%). However, the line between personal and professional use is increasingly blurred.
In both the US (27%) and the UK (31%), consumers report using Gen AI tools both as digital assistants and as companions. Users often describe the technology as non-judgmental, emotionally supportive, and always accessible — qualities that foster deeper engagement and routine use. Still, Forrester highlights four consumer archetypes — Power Users, Casual Users, Reluctant Adopters, and Skeptical Observers — illustrating that trust in Gen AI varies significantly based on user mindset and tech confidence.
More than 40% of users turn to Gen AI for drafting content, and a similar proportion relies on it for advice and recommendations. In emerging signs of AI-driven commerce, around 28% of US and 27% of UK online adults have already made purchases using AI. While fully autonomous agentic AI remains in its infancy, consumers are growing more comfortable entrusting AI with assistive tasks such as travel planning, content generation, and product discovery.
Despite rapid adoption, consumers remain wary. Misinformation, data privacy risks, and potential job displacement continue to be top anxieties. As AI tools become more deeply embedded in daily habits, consumers expect more transparency, safety, and ethical governance from the brands that deploy them.
For brands, the decrease in organic traffic due to large language models (LLMs) and the zero-click phenomenon varies drastically. Forrester suggests brands optimise for AI discovery and holistic search, and think about AI a new user interface that adapts to their client’s intent and real-time context.
On the other hand, brands must realise their ethical responsibility to their consumers and align AI systems to build stakeholder trust, create internal business alignment, and ensure that technical model alignment gets off to a good start.
Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let’s dive into the art of curating content with creativity, critical thinking and confidence!
Related articles:
Survey: 68% of APAC buyers use Gen AI to evaluate vendors
Study: 83% of APAC CEOs says Gen AI is a top business priority
