Presha Chokshi
Marketing Executive
You might’ve noticed brands pushing their AI features more than ever, trying to seamlessly integrate into our daily routines. From Deepseek vs. ChatGPT to Gemini vs. Copilot, the competition is heating up, and consumers are being nudged towards AI-powered experiences across work, entertainment, and everyday tasks. But what really drives AI adoption, and what holds people back?
To get these answers, we spoke to 330 consumers across the UK, India and Turkey using our end-to-end insights platform, SBX.
Are we tooling around with AI daily?
AI is quietly becoming part of our daily routines, 74% of people regularly use chatbots, while voice assistants (59%) and recommendation systems (49%) follow close behind. But when it comes to more advanced tools like data analytics and predictive AI, adoption drops to just 9% and 5%. Maybe spreadsheets really are that scary.
Even with AI everywhere, most people keep it simple, 59% use only 0-2 AI tools a day, while just 5% use more than five. That said, for those who do, it’s a habit - 66% use AI multiple times a day, making it a real part of their routine.When it comes to favourites, ChatGPT leads with 52%, far ahead of Google Gemini (16%) and Alexa (13%). Surprisingly, Siri (9%) and Google Assistant (2%) barely get a look-in.
People love AI for quick answers (49%), versatility (39%), and speed (22%), while brainstorming stands at just 2%. While more than 1 in 2 consumers use AI tools for personal projects and hobbies, not many consumers are using them for health (21%) and financial (18%) management.
In AI we trust… but not enough to pay for it
Consumers want AI to save time (27%) and make information gathering easier (27%) - no surprises there. Productivity boosters like creative content generation (12%) and quick answers (24%) also rank high.
But while 60% are open to paying for better AI features, 79% aren’t paying for any tools yet. The gap? Perceived value and trust - people need more confidence in what they’re paying for. Speaking of trust, 54% somewhat trust AI, 27% completely trust it, and 0% distrust it - a rare win for AI’s reputation.
Discoverability is all about digital - 43% find AI tools through social media, while tech magazines (1%) and TV (7%) barely register. But the biggest hurdle? Privacy and data misuse concerns (30% and 27%), because no one wants their AI assistant knowing them better than their best mate.
The AI wishlist: What’s working and what’s missing
People love AI for making life easier. Saving time (41%) and getting quick answers (30%) are the real winners, but when it comes to emotional support, only 2% see the value. Looks like most of us still prefer venting to a friend over asking a chatbot for life advice.
AI add-ons enhance user perception, with 47% saying they improve their opinion of a tool. Chatbots (17%) and efficiency boosts (13%) are the most valued upgrades, while features like facial recognition security (1%) and spellcheck barely register. Meanwhile, 24% feel no impact, indicating a segment of users remains indifferent to AI enhancements.
When it comes to wishlists, better accuracy (23%) and smarter personalisation (18%) are what people really want. But advanced language translation? Only 3% care. Either AI is already doing a good enough job, or we’ve all just learned to live with some questionable translations.
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Does culture clash (or click) With AI tool adoption?
When it comes to AI, people care more about what it does than where it comes from. Practical benefits, education, and community influence all shape perception equally at 20%, while ethical concerns and privacy worries barely register at 3% and 2%.
Interestingly, 54% say they have no regional preference when it comes to trusting AI tools, proving that good tech is good tech, no matter where it’s made. That said, some biases still exist - 21% lean toward Western AI, while 14% prefer Asian AI. But in the end, privacy and accuracy remain the real deal-breakers, each ranking at 11%. So while trust in AI isn’t tied to geography for most, it still needs to earn its place in people’s daily lives.
What does this mean for your brand
1. Leverage AI habit loops for smarter advertising
66% of consumers use AI tools multiple times a day, making AI a key touchpoint in daily routines. Brands can tap into these habitual interactions by integrating AI-powered advertising within the tools people already rely on - like recommendation systems (49%) and chatbots (74%). Personalised product suggestions within AI-driven assistants or context-aware ads in voice search could create seamless, high-relevance brand interactions at the right moments.
2. AI in finance & health is an untapped opportunity
While AI is widely used for personal projects (58%) and work tasks (54%), health (21%) and finance (18%) lag behind. AI is seen as a tool for productivity, not personal well-being or financial decision-making. To change this, brands should explore habit-driven AI, like banking tools that provide real-time financial nudges or wellness AI that reminds users based on behaviour patterns. Building trust and transparency will be key to unlocking these high-value sectors.
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