ReseaΓchbΓief

CapgeminiResearchInstitute2025

Fromhypetohabit

HowconsumeΓsaΓeembΓacingAI.

Tableofcontents

01

Whoshouldread

thisreportandwhy?

04

GenZisdrivingtheAIrevolution

07

Recommendations

02

Executive

summary

05

AIistransformingtheshoppingexperience

08

Research

methodology

03

AI:Thenew

consumercompanion

06

Trusterosion:

AI'skeychallenge

CapgeminiΓeseaΓchbΓief2025Fromhypetohabit:HowconsumersareembracingAI2

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI3

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

Thispublicationispartofourresearchbriefseries

ReseaΓchΓepoΓt

Long-formpublicationswithdetailedactionablerecommendations:

?10,000to15,000words

?In-depthglobalsurveys

?15-30focusinterviewsofseniorexecutivessharingbestpractices

?Detailedrecommendations

ReseaΓchbΓief

Streamlined,data-centricpublicationswithaconciseandvisualpresentation:

?5,000words

?Shortsurveys

?Executivequotes

?Quickoverviewofrecommendations

JouΓnal-ConveΓsationsfoΓtomoΓΓow

OurflagshipjournalwithcuratedcontentfromCXOs,

policymakers,Nobellaureates,topacademics,andstartups:

?ExecutiveandCXOinterviews

?Multi-perspectiveessays

?Infographicsandvisualsummaries

?Trendoverviews

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI4

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

01

Whoshould

readthisreportandwhy?

Overthepasttwoyears,consumer

attitudestowardAIhaveevolved

considerably.ThisresearchexaminestheintegrationofAIintodailylife;whetheritsuseisalignedwithconsumerneeds;andtheextenttowhichitenhancesconsumersatisfaction.ItalsoexaminesthecuΓΓentadoptionΓate,usagepatteΓns,and

keychallengesfacedbyconsumers,

includingtrust,privacy,ethicalconcerns,andsustainability.

Thisreportofferscriticalinsightsfor

businessandtechnologyleadersacross

B2CsectorstobetteralignAIinnovationswithconsumerexpectationsandtofostertrustandaddvalueinthepost-digital

age.Thisreportwillbeparticularlyhelpfultochiefexecutiveofficers,chiefmarketingofficers,chiefinformationofficers,and

chieftechnologyofficers,operatingina

B2Cenvironment.ItwillbeofgreatinteresttoanyoneinvolvedwithAIandgenerative

AI(GenAI),innovationandanalytics,

consumerexperience(CX),supplychain,andsocialcommerce.

Thereportdrawsonthecomprehensive

analysisofthefindingsfromasurveyof

10,000consumersfrom18to80yeaΓs

old,fromarangeofbackgroundsand13

countriesacrosstheAmericas,Europe,andAsia-Pacific.

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

02

Executive

summary

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI5

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI6

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

Executivesummary

AIisalreadyanintegralpartofconsumers’lives.Adoptionisacceleratingacrossallagegroups,withGenZleadingtheway.ButasAIbecomesmainstream,consumerconcernsabout

trustisrising.

AIisthenewconsumercompanion

MorethanhalfofconsumersviewAIasasourceofinformationandacollaborator.Consumersaremovingfromawarenessofthesetoolstoadoption.One-thirdofconsumersnowspendmorethananhouronAItoolseverydayandinteractions

withAItools(multipletimesaday)havenearlydoubledfrom2023.ConsumersviewAItoolsamongthetopthreeconsumersubscriptionsintermsofpriorityintheirdailylivesandnearlytwoinfiveconsumersarewillingtopayapremiumpriceforAItoolsthatofferpremiumsubscription-basedservices.

GenZisdrivingtheAIrevolution

GenZisdrivingtheadoptionsurgewith7in10GenZ

activelyexploringAItools.ThemajorityofGenZshavean

overallpositiveviewonAItoolsasthedriversofinnovation,whileagedconsumersarelargelyconcernedaboutthe

misuseandsafetyofthesetools.However,surprisinglyoldergenerations,especiallybabyboomers,areactivelyseeking

emotionalsupportviaAIplatforms.

AIistransforminghowconsumersshop

AIistransformingtheshoppingexperience.Currentlymore

thanhalfofconsumers(50%)havereplacedtraditional

servicesorroutinestheypreviouslyusedforshopping,travelorhomemanagementwithAI-drivenlifestyleappsandhavemadeapurchasebasedonGenAIrecommendations

(53%).Most(64%)consumersareopentopurchasingnew

productsorservicesrecommendedbyGenAI.Thissentimentisparticularlyhighamongconsumerslivingwithfamilyat74%,andlowestamongconsumerslivingalone,at53%.AItools

arefuelinghyper-personalizationamongconsumers:ThereisashifttowardsagenticcommercewithhalftheconsumersstatingtheyarecomfortableusinganAIshoppingassistantacrossplatformsinfuture.

Trusterosion:AI'skeychallenge

AsAIbecomesmainstream,theoverallleveloftrustinAI

toolshascorrespondinglydeclinedcomparedto2023.58%ofconsumerstrustcontentwrittenbyGenAIcomparedto72%twoyearsago.Thepercentageofconsumersconcernedaboutcyberattackshasdoubledinthepasttwoyears(27%in2023to53%in2025),andoverhalf(53%)ofconsumersarewillingtopayapremiumforAItoolsthatguaranteedatasafetyandcybersecurityprotection.TrustinAI-generatedcontentis

notablyhigheramongGenZconsumers.Oldergenerations,suchasmillennialsandboomers,expressgreaterskepticism.Asaresultofwhich,consumersdemandstrictcontrolsandguardrails:nearly60%believethatAIdevelopmentshouldslowdown.67%ofconsumerssayAIdevelopersshouldbelegallyresponsibleiftheirtoolscauseharm.

WerecommendB2CcompaniesbuildconsumertrustinAI,prioritizedatasafetyandcybersecurity,andreimaginedatavisibilityanddiscoverabilityintheageofAI.

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

03

AI:Thenew

consumer

companion

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI7

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI8

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

ConsumeradoptionofAIisincreasing

61%

51%

35%

31%

14%

8%

Iamawareofthelatest

trendsintheGenAIspacebut

havenotexploredtoolssuch

asChatGPT,Gemini,Fire?y,

Midjourneyetc.

Iamawareofthelatest

trendsintheGenAIspace

andhavealsoexploredtools

suchasChatGPT,Gemini,

Fire?y,Midjourneyetc.

Iamneitherawareofnor

haveIexploredtoolssuchas

ChatGPT,Gemini,Fire?y,

Midjourneyetc.

20232025

Note:For2025'IamawareofthelatesttrendsinAIspacebuthavenotexploredtools'includes19%ofconsumerswhoawareofthelatesttrendsinAIspacebuthavenotexploredtoolsand12%ofconsumerswhoareawareofthesetrendsbutdonotpreferusingthem.

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=10,027consumers;CapgeminiResearchInstitute,“WhyconsumersloveGenAI,”2023,N=10,000consumers.

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI9

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

ConsumeradoptionofAIishighacrosscountries

IamawareofthelatesttrendsintheGenAIspaceandhavealsoexploredtoolssuchasChatGPT,Gemini,Fire?y,Midjourneyetc.

61%

68%

68%

66%

66%

63%

62%

61%

60%

59%

58%

58%

57%

56%

Global

Average

Sweden

Japan

United

Kingdom

Netherlands

United

States

Australia

SingaporeSpainFranceItalyCanadaNorwayGermany

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=10,027consumers.

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI10

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

AIistheconsumer’son-demandassistantandsearchengine

InOctober2025,OpenAIlaunchedanAI-poweΓedbΓowseΓthatintegratesChatGPT.Itoffersintelligentfeaturessuchasawaresummaries,writing

assistance,andan“agentmode”thatcanautomatetaskssuchasfillinginformsorgatheringdata.1

58%arecomfortablelettingAIchoosetheirnext

bingewatchand41%arecomfortablewithlettingAIchoosedinnerbasedontheirmood.

HowwouldyoudescΓibetheΓoleAItoolsful?llinyouΓdailylives?

Actsasasourceofinformation,likeasearchengineCreativecollaborator(e.g.,brainstorming,generatingideas,editingcreativework,overcomingblocks)

Everydayassistant(e.g.,handlingyourcalendar,automatingtasks)

56%

50%

45%

Mentor/advisorDigitalfriend/companion

41%viewAIasatrustedcompanionoradvisor

25%16%

Accessibilityaidforovercomingphysical,sensory,orcognitivelimitations(e.g.,narrationoftextforvisuallychallenged)

Others

mm13%5%

Percentageofconsumers

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=9,222consumerswhoareawareand/oruseAI.

20%ofconsumerswholandedonWbyclickingalinkonanothersitegottherefromChatGPT.2AsAI-basedsearchevolves,generativeengineoptimization(GEO)isbecomingasimportantassearchengineoptimization(SEO).

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI,,

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

One-thirdofconsumersnowspendmorethananhouronAItoolseveryday

AveragedailyconsumerusageofAI

27%

33%

21%20%

15%

8%

6%

4%

15–30minutes

Lessthan15minutes

30minutes–1hour

2–3hours

3–4hours

Morethan4hours

1–2hours

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=6,116consumers,CapgeminiResearchInstitute,“WhyconsumersloveGenAI,”2023,N=5,092consumers.

Note:ByAI-enabledinteractionswemeaninteractionswhereAIhelpsdeliverpersonalizedorautomatedresponses,suchasrecommendations,customersupport,ortailoredcontent.

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=6,116consumers.

HowfrequentlydoyouhaveAI-enabledinteractions?32%

17%

Multipletimesaday20232025

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI12

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

MorethanoneinthreeconsumersuseAItoolsforpersonaldevelopment

PleaseselecttheaΓeaswheΓeyouaΓecuΓΓentlyusingAI.

45%

38%

36%

32%

33%

Retail

Lifestyle

Personal

developmentandcoaching

Financialservices

Health

and

wellness

Percentageofconsumers

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=9,222consumerswhoareawareand/oruseAI.

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI13

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

Consumerusageextendstofinancialplanning

One-thirdofconsumerswhouseAIinfinanceuseitforbudgettΓackingandinvestmentplanning

OneintwoGenZhaveΓeducedinteΓactionswithfinancial/legaladvisors

SinceintegΓatingAItoolsfoΓ?nancialplanningoΓlegalassistance,IhavedecreasedmyusageofconventionaladvisoΓs/legalpΓofessionals

Budgettracking

49%42%

47%

35%

33%

Planinvestments

26%

25%

Exploreoptionsintransactionproducts(savingaccounts,creditcards,EMIoptions,etc.)

20%

15%

Taxplanning

AverageGenZMillenialGenXBabyboomers

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=9,222consumerswhoareawareand/oruseAI.

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025.Note:N=2,981consumers,whoselected“finance”inanswertothequestion“InwhichoftheareasareyoucurrentlyusingAI?”outof9,222consumerswhoare

awareand/oruseAI.

OveΓ28millionadultsnowuseAItoolstomanagetheirmoney.3

InQ3of2025,neobankSoFilaunchedCashCoach,anAI-poweredcustomerinsightsenginethathelpsconsumersoptimizeearnedinterestindepositaccountsandminimizeinterestexpenseoncreditcards.4

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI14

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

AIisempoweΓi∩gmillio∩stofeelmoΓeco∩?de∩tabouttheiΓ?∩a∩cialdecisio∩s–butit’svitaltheyΓeceivei∩foΓmatio∩theyca∩tΓust.5

JasSingh

CEOConsumeΓRelationshipsLloydsBankingGΓoup

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI15

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

MorethanoneinthreeconsumerswhouseAIforhealthandwellnessuseitforhealthadvice

DoyouuseAItoolsforthefollowinghealthandTheuseofAIinhealthcareisdeepeningengagementforless

wellnessactivities?engagedspectrumofoldergenerations

36%

Healthadvice

Babyboomers

51%ofboomersuseAIforhealthadvice

43%ofboomersuseAIforanalyzingmedicalreports,prescriptions,andmedications

30%

PeΓsonal?tnessplanning

GenX

50%ofGenXuseAIforhealthadvice

31%ofGenXuseAIforanalyzingmedicalreports,prescriptions,andmedications

29%

Analyzingmedicalreports,prescriptions,andmedications

28%

Emotionalwell-being

44%ofconsumershavereducedtheiruseoftraditional

healthcareservices(suchasin-personconsultationsand

personaltrainers)sinceadoptingAI-poweredhealthandwellnessrecommendationsortools.

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=9,222consumerswhoareawareand/oruseAI.

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=3,023consumers.Note:N=3,023consumers,whoselected“Healthandwellness”inresponsetothequestion“InwhichoftheareasareyoucurrentlyusingAI?”outof9,222consumerswhoareawareand/oruseAI.

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI16

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

AItoolsarenowinthetopthreeconsumersubscriptioncategories

AItoolsΓankthiΓd,behindmovieandmusicsubscΓiptions

PleaseΓankthefollowingseΓvicesinoΓdeΓofimpoΓtanceinyouΓdailylife

48%

36%

25%

25%

27%

29%

22%

20%19%19%

Readingbooks/

magazines

(KindleUnlimited)

Designtools

(CanvaPro,

AdobeExpress)

Learninglanguages(Duolingo,Babbel)

Watchingmovies/TV

shows(Net?ix,

PrimeVideo)

GenerativeAI

tools(ChatGPT,

Midjourney,Claude)

Listeningtomusic(Spotify,YouTubeMusic)

Meditation&wellness

(Headspace,Calm)

Gaming(Xbox

GamePass,

PlayStationPlus)

Cloud

storage(GoogleOne,

iCloud)

Fitnessapps(Cult.?t,Fittr)

GenAItools,whichdidnot

existasacategoΓythΓeeyeaΓsago,havesecuredaplaceinthetopthreeofsubscription-basedservices,surpassing

subscription-basedcloud

stoΓageseΓvicesthathave

beenaroundformanyyears.ThissurgesuggeststhatAIisalreadydeeplyembeddedinconsumers’digitalroutines.

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=9,222consumerswhoareawareand/oruseAI.

Note:Theorderofimportanceherefallsunderhighprioritycategory.

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI17

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

NearlytwoinfiveconsumersarewillingtopayapremiumforAItools

NumberofpaidsubscriptionstoAItools

19%

Currentlyoneinfive

consumershasatleastonepaidsubscriptionforAItools

3%

InSeptember2025,OpenAIhitonemillionpaidbusinessusers.Businessesand

professionals,6inparticular,

areincreasinglywillingtopayapremiumfortoolsthatofferdeeperreasoning,enhancedproductivity,andspecializedfeatures.

Onepaidsubscription

1–3paidsubscriptions

4–6paidsubscriptions

Morethan6paid

subscriptions

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=6,116consumers.

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=1,182consumers.

38%ofconsumersarewillingtopayapremiumpriceforAItoolsthatofferpremiumsubscription-basedservices(e.g.,ClaudePro).

44%ofconsumersarereadytopayapremiumfortraditionalsubscriptionsthatarenowAI-powered.

Source:CapgeminiResearchInstitute,AIandconsumerssurvey,October2025,N=9,222consumerswhoareawareand/oruseAI.

Researchbrief-CapgeminiResearchInstitute2025Fromhypetohabit:HowconsumersareembracingAI18

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

“TherapidriseinAIadoptionandexpectationsisevident.

GenZisfullyembracingAI,integratingitseamlesslyintotheirbrowsing,research,andpurchasinghabits.

Time-pressedfamiliesareleveragingAIforconvenienceandpersonalisedplanning.Despiteinitialcaution,GenXand

BoomersareadoptingAIformorecomplexengagements,suchashealth,finance,andlifestyle.Thismarksa

significantshiftintheconsumerjourney.It'stimeforAItomovefromthebackofficetobecomeanintegralpartoftheconsumerexperience.BusinessesmustnowoptimizetheirtouchpointsforAIassistantsandensuretheirproductsandservicesstayvisibletoconsumerswhoarenolongerusingtraditionalsearch.”

SteveHewett

GlobalTechnology,Data&AILeader,frog,CapgeminiInvent

Whoshould

ΓeadthisΓepoΓtandwhy?

ExecutivesummaΓy

AI:ThenewconsumeΓ

companion

GenZisdΓivingtheAIΓevolution

AIistΓansfoΓmingtheshoppingexpeΓience

Trusterosion:

AI'skeychallenge

Recommendations

ReseaΓch

methodology

04

GenZis

drivingtheAI

revolution

Researchbrief-CapgeminiResearchInstitute2025