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ACROSSTHEAMBITIONGAP
HOWAIUSERSAREGAININGMORETHANANSWERS
MICROSOFT?
TABLEOFCONTENTS
PAGE
4
PAGE
20
PAGE
11
CHAPTER1
“AIEnthusiasts”
Differentiate
ThemselvesbyAmbition
CHAPTER5
Collaborationisthe
DefiningActionof
AIEnthusiasts
CHAPTER3
WithTime,Usersare
UnlockingMotivation
—andMore
PAGE
8
PAGE
27
PAGE
16
CHAPTER2
AIAdvancements
CreateNew
EntryPoints
CHAPTER6
ThoseWho
Engage,
Advance
CHAPTER4
AIEnthusiastsLeanin
onPersonalizationand
Transparency
[TABLEOFCONTENTS]
MICROSOFT?
ThisconsumerAIreportexaminesevolvingattitudestowardAI.
Itpresentsfindingsfromresearchconductedbyan
independentresearchfirm,EdelmanData&Intelligence,
among1,000consumersintheUnitedStatesaged13
andolder,betweenJuly3,2025,andJuly22,2025.
AsbothAItoolsandhumanbehaviorscontinuetoshift,
thereportoffersaresearch-backedlensforbusiness
leaders,organizations,andcuriousindividualsseeking
tounderstandwhat’schangingandwhy.
3
[TABLEOFCONTENTS]
MICROSOFT?
“AIENTHUSIASTS”
DIFFERENTIATETHEMSELVES
BYAMBITION
4
5
[TABLEOFCONTENTS]
[“AIENTHUSIASTS”DIFFERENTIATETHEMSELVESBYAMBITION]
AIhaslongbeen
introducedbyitspotentialtobeagreatequalizer.
MICROSOFT?
Intuitive.Accessible.Empoweringforall.
Butinpractice,usagerevealsadifferentreality:thosewhouseAItomakedecisionsaresignificantlymorelikelytodescribe
themselvesasambitiousandconfidentthanthosewhodon’t.
Infact,theseAI-supporteddecision-makersarenow30
percentagepoints(ppts)morelikelytoself-identifyas
ambitious,and14pptsmorelikelytodescribethemselvesasconfidentascomparedtothosewhodon’tuseAI.
ThisgaphaswidenedsinceMicrosoftreleaseditsinitial
consumerAIreport
“FromBurnouttoBreakthrough”
inJuly
2025,reflectingmorethanjustadifferenceintechnologyuse—itsignalsashiftinhowpeopleperceivetheirpotentialandactonit.
[TABLEOFCONTENTS]
[“AIENTHUSIASTS”DIFFERENTIATETHEMSELVESBYAMBITION]
MICROSOFT?
6
GapsinconfidenceandambitionarewideningbetweenthosewhouseAIandthosewhodon’t
Howwelldothesewordsandphrasesdescribeyou?
Base:USTotalthatuseAIfordecisionmaking
(W1n=506,W2n=476),USTotalthatdon’tuseAIfordecisionmaking(W1n=494,W2n=524)
WIDENINGGAPSINCONFIDENCEANDAMBITION(%self-describingwithtrait)
CONFIDENCEAMBITION
[TABLEOFCONTENTS]
[“AIENTHUSIASTS”DIFFERENTIATETHEMSELVESBYAMBITION]
MICROSOFT?
7
Thekeytounderstanding(andclosing)thisgapliesnotjustinwhousesAI,
buthowtheyuseit.
Ratherthanriskbeingleftbehind,manyare
seekingwaystocatchuptotheprogresstheyareseeinginothers’personaldevelopment,growth,anddigitalreadiness.
Thelatestresearchshowsapathforward—aclearprofileemergingamonghighlyengagedusers,whoreportgreaterambition,confidence,andAI-drivenbenefitsinallareasoflife.
Callthem
“AIEnthustiasts;”
definedaspeoplewhoeitheruseAItomakedecisionsortreatAIasmorethanatool
orsearchengine.Theirbehavioroffersa
blueprintforwhatmeaningfuladoptionlookslikeatthiscrucialturningpoint.
[TABLEOFCONTENTS]
MICROSOFT?
AIADVANCEMENTS
CREATENEW
ENTRYPOINTS
8
9
[TABLEOFCONTENTS]
[AIADVANCEMENTSCREATENEWENTRYPOINTS]
AIadoptioncontinuestoclimb
steadily,butnotevenly.
Whilesomeusergroupsareadvancingquickly,othersstilllagbehind.
TheshareofAmericanconsumersusinggenerativeAIintheirpersonallivesoutsideofworkatleastonceaweekgrewfrom37%to46%sincethepreviouswaveofresearch.
This24%AIadoption
increaseinthreemonths
outpacedtheadoptionrateofsmartphonesby3x.
MICROSOFT?
Evenattheheightofadoptionin2012,U.S.
smartphonepenetration
onlygrewabout8.5%
overacomparable3-monthwindow(from47%to51%).
Thisgrowthislargelybeingdrivenbyyounger
generations:58%ofGenZandMillennialsnowusegenerativeAIatleastonceaweek(+10ppts).
Thesefindingsreinforcewave1reportingthatthosebornbetween1995and2012,referredtoas“GenerationAI,”were16pptsmorelikelytouseAIsolutionsthanoldergenerations.
[TABLEOFCONTENTS]
[AIADVANCEMENTSCREATENEWENTRYPOINTS]
MICROSOFT?
10
Thoughtech-savvyAIEnthusiasts
arepullingahead,recentadvancementsmakeiteasierfornewuserstoengage.
Fromvoiceinputtoon-screeninteraction,generativeAI
solutionsacrosstheindustryareloweringthebarriertoentryandexpandinghelpfulusecases.Featureslikespeakingin
simplelanguageinsteadoftypingprompts,orallowingAItointerpretwhat’sonauser’sscreen(withpermission),reducefrictionandopenthedoortomorenatural,everydayuse.
Overthepastyear,Microsofthasintegratedthese
capabilitiesintotheCopilotecosystem,helpingusers
interactmoreintuitivelyontheirPCandwithinthefamiliarenvironmentsoftheirapps,web,anddevices.
[TABLEOFCONTENTS]
MICROSOFT?
WITHTIME,
USERSAREUNLOCKING
MOTIVATION
AND
MORE
11
12
[TABLEOFCONTENTS]
[WITHTIME,USERSAREUNLOCKINGMOTIVATIONANDMORE]
Inwave1,
themostreportedemotionexperiencedwhenusingAIfordecision-makingwas“relief.”Usersfeltthe
technologycouldeasedecision-makingandlightentheirmentalload.Thatrelationshiphassince
shifted,astheypushoffthatfoundationtoadoptamoreaction-orientedposture.
MICROSOFT?
ThemostcommonemotionspeoplereportafterusingAI
tomakeadecisionarenow
“moreinformedandsmarter”
(41%)and“moreconfidentinmydecision”(39%).
Notably,“motivated”hasovertaken“relieved”as
amorefrequentresponse,risingby7percentage
pointssincethefirstwave.Theseemotionsreflectagrowingsenseofagencyanddirectionamongusers.
[TABLEOFCONTENTS]
[WITHTIME,USERSAREUNLOCKINGMOTIVATIONANDMORE]
MICROSOFT?
13
ThewayusersfeelafterusingAItomakeadecisionischanging
HowdoyoutypicallyfeelafterusinggenerativeAItomakeapersonaldecision?
Base:USTotalwhohaveusedgenerativeAIfordecisionmaking(W1n=506,W2n=476)
EMOTIONSEXPERIENCEDAFTERUSINGAITOMAKEAPERSONALDECISION(%selected)
[TABLEOFCONTENTS]
[WITHTIME,USERSAREUNLOCKINGMOTIVATIONANDMORE]
MICROSOFT?
14
Thisshiftinmindsetisbeingmatchedbytangibleresults.
YoungeraudiencescontinuetoleadinAIengagement,areincreasinglyseeingbenefitsinkeyareasoftheirlives.
Sixty-onepercentofGenZand
MillennialssayAIhashadapositive
impactontheirprofessionallives
(+8ppts)and64%reportapositiveeffect
onskillsandlearning(+7ppts).Infact,comparedtooldergenerations,
youngerusersaremorelikelytosaythateveryareaoftheirliveshasimprovedwithAI.
Asthesebenefitscontinuetobuild,momentumisdrivingcuriosity.Nearlyathird(31%)ofthosewhorarelyorneveruseAIarestilloptimisticthatAIwillimprovetheirlivesandtheworldtheylivein.
[TABLEOFCONTENTS]
[WITHTIME,USERSAREUNLOCKINGMOTIVATIONANDMORE]
MICROSOFT?
15
Forthosestillonthemarginsofadoption,there’sadesirenottobeleftbehindasthepaceofAIsteadilyincreases.
ThisalsoshapeshowusersviewAI’sroleinthefuture.YoungerusersaremorelikelytovalueAItoolsthat
understandtheirlong-termgoalsandhelpthemworktowardthem,with33%ofGenZandMillennials
sayingthistypeofsupportwouldfeelhelpful,
comparedtojust21%ofGenXandolderadults.
Asresultscompoundovertime,usersbegintosee
AIasatrustedpartnerinpersonalprogress.The
mostrewardingexperiencesarenolongerjustaboutsolvingforthemoment;theyarehelpingpeople
movewithintentiontowardwhatcomesnext.
[TABLEOFCONTENTS]
MICROSOFT?
AIENTHUSIASTSLEANIN
ONPERSONALIZATIONANDTRANSPARENCY
16
[TABLEOFCONTENTS]
[AIENTHUSIASTSLEANINONPERSONALIZATIONANDTRANSPARENCY]
MICROSOFT?
Tobetterunderstandwhere
AI’spositiveimpactiscomingfrom,
ithelpstoexaminewhatinfluences
users’comfortwiththesetools.
Asnewfeaturesand
functionalitiestransformtheAIlandscape,twothemesstandout:
personalizationandtransparency.
17
[TABLEOFCONTENTS]
[AIENTHUSIASTSLEANINONPERSONALIZATIONANDTRANSPARENCY]
MICROSOFT?
18
ManyusersfeelmorecomfortablewithAI
whenitadaptstothemovertime.
44%
ofallAmericanconsumerssaythey
trustAImorewhenitrememberstheirpreferences,opposedtojust23%whopreferittotreateveryinteractionlikeablankslate.
Thispreferenceisevenstrongeramongyoungerusers,withmorethanhalfof
GenZandMillennials(52%)respondingthattheyfeelpositiveaboutAIgettingtoknowthem,comparedto32%ofGenXandolderusers.
Thismarksadeparturefromhabitsassociatedwithlegacyplatformslike
searchenginesandemphasizestheshifttowardsamoreaction-oriented
decision-makingapproach.A2025studyfoundthat
only28%ofAmericans
preferredpersonalizedresults
whenusingsearch,while47%favoredawiderrangeofviewpoints.
Thatchangeisnotjustaboutbeingrecognized,it’sabouthowthat
recognitiontranslatesintohelpfulresults.WhenaskedwhatmakesAI
feelmosthelpful,35%ofconsumerssayitiswhenAIrespectstheir
limitsandavoidscontenttheyhavepreviouslyindicatedisnotofinterest.
Another34%saythatusefulnesscomesfromreceivinganswersinastyleorformattheyprefer.
[TABLEOFCONTENTS]
[AIENTHUSIASTSLEANINONPERSONALIZATIONANDTRANSPARENCY]
MICROSOFT?
19
Transparencyalso
hasstrongtiestotrust.
As68%
ofAIusersreportusingAItosupportdecision-making,their
feedbacksuggeststhattheyvaluenotonlyaccurateresults,butalsoclarityabouthowthoseresultsaregenerated.WhenaskedhowmuchtheytrustAIacrossdifferenttasks,Americansexpressthehighestlevelsoftrustinitsabilitytogivefairandunbiased
information(45%,+4ppts),followedcloselybybeinghonestabouthowitcreatesanswers(44%,+6ppts).
Together,theseinsightsreflectabroaderemotionallogicbehindAIadoption.
Amongengagedusers,trustis
strengthenedwhenthetechnology
deliversresponsesthatalignwithpersonalpreferences,acknowledgesboundaries,
andcommunicatesitsreasoning.
[TABLEOFCONTENTS]
MICROSOFT?
COLLABORATION
ISTHEDEFININGACTIONOFAIENTHUSIASTS
20
21
[TABLEOFCONTENTS]
[COLLABORATIONISTHEDEFININGACTIONOFAIENTHUSIASTS]
MICROSOFT?
Withgrowingconfidenceandincreasingly
personalizedexperiences,AIEnthusiastsadopt
acollaborativeapproachthathelpsthemrefine,
explore,andactontheirambition.
ThosewhotreatAIlikemorethanjustatool(suchasafriend,teacheror
assistant)are+18pptsmorelikelytoreportthatusingAIhelpsthemget
moredoneandfeelproductive(80%comparedto62%amongthosewho
treatAIasonlyatoolorsearchengine).
ThisapproachlendsitselftogreaterintegrationofAIinmoreaspects
oflife,withthistypeofuserbeingnearlytwiceaslikelytohaveusedAI
tosupporttheirpersonalgrowth(67%vs.36%),andmorethan1.5times
aslikelytohaveusedAItosupporttheirhobbiesandpersonalinterests
(75%vs.47%).Ascanbeexpected,thisisabehaviormorecommon
amongGenZ/Millennials,whoare+13pptsmorelikelytoreportusing
AIasmorethanjustatool(76%vs.63%).
22
[TABLEOFCONTENTS]
[COLLABORATIONISTHEDEFININGACTIONOFAIENTHUSIASTS]
AIEnthusiaststreatAIasmorethanatool,withgreaterresults
Howmuchdoyouagreeordisagreewith
thefollowingstatementsaboutwhatyou’veexperiencedwhenusinggenerativeAI?
WhichofthefollowingbestdescribestheroleofAIinyourdailylife?
MICROSOFT?
Base:USTotalwhotreatAIonlyasatoolorsearchengineandthosewhotreatAIasmorethanatoolorsearchengine
(n=128,n=163,respectively),USTotalGenZ/MillennialsandGenX+
(W2n=207,W2n=190)
ThosewhoviewAIasmorethanjustatoolaremorelikelytoseerealbenefits,with80%reportinguseforhigherproductivityvs.62%ofthosewhotreatitonlyasatool.ThismindsetisespeciallystrongamongGenZandMillennials,whoare13pptsmorelikelythanoldergenerationstodescribeAIasmorethanatool.
USINGAITOBEMOREPRODUCTIVE
ANDGETMOREDONE
(%agreement)
DESCRIBEAIASMORE
THANJUSTATOOL
(%agreement)
[TABLEOFCONTENTS]
[COLLABORATIONISTHEDEFININGACTIONOFAIENTHUSIASTS]
MICROSOFT?
23
ThewayusersleverageAIfordecision-makinghasshifted
toleadwithcollaboration.
Threemonthsago,themostcommonwayAIhelpedwasbysummarizinginformation.Inthelatestwaveofresearch,thattopfunctionhasbeenreplacedbycomparingchoices*(38%,+8ppts)—achangethatunderscoreshowusersareengagingAIinamore
interactive,ratherthanpassive,manner.
+8pts
useAlforcomparingchoices
AnonymizedtelemetryfromMicrosoft’sconsumerCopilotofferingstracksasimilarchangeintextconversationintentbetweenAprilandJuly2025.“SearchingforInformation”asintentdecreasedby-9pptsglobally,while“SeekingAdvice”
and“CreatingorEditingText”bothincreasedbyover+4ppts,indicatingthatusersarelookingformoreactivecollaborationandco-creation.
Importantly,whileAItakesonamorecomplexroleinshapingdecisions,usersstillwanttoremainincontrol.Americans’
preferredwaysforAItoassistinclude“justgivemeinformationandletmedecide”(31%)and“helpexplainoptions,butletmechoose”(24%).
[TABLEOFCONTENTS]
[COLLABORATIONISTHEDEFININGACTIONOFAIENTHUSIASTS]
MICROSOFT?
24
Evenamongthemostengaged
users,itseemsAIisseenaslessofasubstitutefordecision-
makingandmoreofapartnerintheprocess.
Thisapproachthenlendsitselftoapracticeofdeeper
questioning.Sincethepreviousreport,“educationorlearning
decisions”hasbecomethetopusecaseamongthosewhouseAItosupportdecision-making,with44percentofconsumers
reportingthisapplication(+13ppts).AmongGenZandMillennialusers,46%nowsaythatAIhashelpedthemwithlearning-
relateddecisions,a10pptincreasefromtheprevioussurvey.
[TABLEOFCONTENTS]
[COLLABORATIONISTHEDEFININGACTIONOFAIENTHUSIASTS]
MICROSOFT?
25
AIisincreasinglyplayingapartkeylifechoices,witheducationandlearningdecisionsrisingtothetop(44%)fromoneofthebottomspotsinthepriorwave(31%).
InwhichofthefollowingareashasgenerativeAIhelpedyoutomakeadecision?
Base:USTotalwhohaveusedgenerativeAIfordecisionmaking(W1n=506,W2n=476)
AREASAIHELPEDMAKEADECISION(%selected,Top7)
[TABLEOFCONTENTS]
[COLLABORATIONISTHEDEFININGACTIONOFAIENTHUSIASTS]
MICROSOFT?
26
Thisquestforknowledgealignswitha
userbasethatincreasinglyself-identifiesas“moreinformedandsmarter,”now
thetop
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