In the report “How U.S. Consumers Are Adopting Generative AI,” Bain & Co. found that adoption of generative AI is accelerating, with many consumers trusting the technology to make shopping recommendations.
Adoption of generative AI has accelerated rapidly over the past two years. In December 2023, 17% of consumers reported actively using generative AI in their personal lives, at work or at school, while 77% said they were not using it. By December 2024, usage had more than doubled: 44% reported current use; another 17% reported prior use but no longer used it; and 39% reported no use. Growth continued into 2025: by September, 62% of consumers reported actively using generative AI, 8% reported past use only, and 29% reported not using it.
By generation, 79% of Millennials reported using GenAI compared to 76% of GenZers, 66% of GenXers, 37% of Baby Boomers and 14% of Silent Generation members.
The proportion of consumers saying they trust GenAI to provide shopping recommendations remains constant across Gen Zers, Millennials and Gen Xers at 49%.
When asked what would build their trust in GenAI applications, the top response, at 48%, was using it transparently, followed by improving privacy/cybersecurity (43%) and human supervision of artificial intelligence technology (41%). Almost as many consumers, 39%, wanted data sharing opt-outs to build trust and 31% wanted regular AI audits.
