Consumers are increasingly integrating generative AI into their daily routines, moving beyond initial experimentation to treat these tools as essential for a widening range of tasks. New research from Forrester indicates a significant shift in how people interact with AI, with a growing number relying on it not just for assistance but also for companionship.
The data reveals that one in five online adults who have used generative AI now engage with it on a daily basis. Globally, 62% of users interact with these tools at least weekly, demonstrating a clear move towards sustained usage. This adoption isn’t limited to specific demographics; usage has increased across all groups, with global adoption rates rising between 2 and 12 percentage points year-over-year.
Generative AI is becoming deeply embedded in digital behavior, influencing how people approach search, content creation, and even personal guidance. Notably, the research highlights a trend towards more emotionally driven interactions, with some individuals utilizing these tools for companionship alongside their practical applications.
Expanding Use Cases and Shifting Perceptions
The expansion of generative AI’s role isn’t simply about more people using it; it’s about the increasing diversity of tasks they’re assigning to these systems. As familiarity grows, consumers are integrating AI into routine decision-making processes, rather than viewing it as a novelty. Forrester draws a parallel to the evolution of smartphones, which transitioned from single-purpose devices to ubiquitous digital companions.
Currently, personal use cases are driving adoption more than professional ones. Globally, consumers primarily turn to generative AI for tasks like writing support, planning, recommendations, and general problem-solving. However, the line between personal and professional use is becoming increasingly blurred, particularly as these tools become accessible on consumer devices and integrated into mainstream applications.
In the United States, workplace adoption varies significantly based on education level. Adults with advanced degrees are twice as likely to use generative AI at work compared to those with only a high school education (49% versus 24%). This disparity likely reflects differences in job roles and the types of tasks performed.
The Rise of “Intimacy” and Consumer Segmentation
Forrester’s research identifies a growing sense of “intimacy” with AI tools, as consumers become more comfortable sharing sensitive and personalized information. This isn’t a universal experience, however. The firm has categorized consumers into four distinct segments: Power Users, Casual Users, Reluctant Adopters, and Sceptical Observers. These segments reflect varying levels of comfort, trust, and engagement with generative AI.
A significant portion of users are already viewing generative AI as more than just a functional assistant. Forrester reports that 27% of US consumers and 31% of UK consumers utilize these tools as both assistants and companions. The perception of AI as non-judgmental and consistently available appears to be fostering deeper interactions.
Beyond Search: Content Creation and AI-Driven Commerce
The application of generative AI is extending beyond simple search-like queries into areas like content generation, advice seeking, and task delegation. More than 40% of consumers are now using these tools to draft or create content, and a similar percentage are leveraging them for advice and recommendations.
Early signs of AI-influenced shopping behavior are also emerging. Approximately 28% of US online adults and 27% of UK online adults have made purchases using AI assistance. While fully autonomous “agentic” AI remains in its early stages, Forrester characterizes this as an encouraging indication of AI’s potential in driving commerce.
Consumers appear more willing to trust AI with assistive activities such as travel planning, drafting written materials, and product discovery. This suggests a willingness to delegate bounded tasks where outputs can be reviewed, while remaining cautious about relinquishing complete control.
Persistent Concerns and the Need for Transparency
Despite the increasing adoption, consumer anxieties surrounding generative AI persist. Misinformation and data privacy risks remain prominent concerns, alongside fears about potential job displacement. These issues continue to fuel public debate as generative AI becomes more integrated into consumer products and services.
Consumers are also demanding greater transparency, safety, and ethical governance from brands deploying AI. This expectation is likely to shape how companies design AI features, communicate limitations, and manage data, particularly as the technology becomes a routine interface for information and decision-making.
Looking ahead, Forrester anticipates continued expansion in generative AI usage across demographics and use cases. As consumers increasingly incorporate these tools into search, creation, advice seeking, and shopping, generative AI is poised to become an even more integral part of daily life. The continued evolution of this technology will undoubtedly be shaped by ongoing efforts to address consumer concerns and build trust.
