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EMARKETER

Tech Trends H1 2024

5 Forces Shaping Consumer GenAI Adoption

Report by Jacob Bourne  |  Aug 8, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
The era of consumer genAI begins to unfold
GenAI joins the chat: The latest bots and virtual users hint at social media’s future
On-device AI becomes the next mobile battleground
Both Microsoft and Apple attempt to refresh their lines with built-in AI features
The end of browsing? AI reinvents search with conversational queries and results
AI reshapes brand engagement from basic assistance to immersive experiences
Sources
Media Gallery
About This Report
From AI-powered smartphones to virtual shopping assistants, AI is becoming a powerful force in daily digital interactions—reshaping how people live, work, and shop.
Topics
Artificial Intelligence (AI)
Consumer Electronics
US
Table of Contents
Executive Summary
The era of consumer genAI begins to unfold
GenAI joins the chat: The latest bots and virtual users hint at social media’s future
On-device AI becomes the next mobile battleground
Both Microsoft and Apple attempt to refresh their lines with built-in AI features
The end of browsing? AI reinvents search with conversational queries and results
AI reshapes brand engagement from basic assistance to immersive experiences
Sources
Media Gallery

Generative AI (genAI) integration into digital ecosystems will drive consumer adoption of AI technology. AI is becoming a powerful force in daily digital interactions, influencing how US consumers live, work, and shop.

Key Question: How will the integration of AI into everyday consumer technologies affect user behavior, brand engagement, and marketing strategies in the coming years?

Key Stat: By 2026, 40.8% of US adults will use a dedicated genAI platform at least once per month—but a higher share of the population will be using genAI that’s integrated into other digital touchpoints like social media, smartphones and other devices, ecommerce platforms, and gaming.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. The era of consumer genAI begins to unfold
  3. GenAI joins the chat: The latest bots and virtual users hint at social media’s future
  1. On-device AI becomes the next mobile battleground
  2. Both Microsoft and Apple attempt to refresh their lines with built-in AI features
  3. The end of browsing? AI reinvents search with conversational queries and results
  1. AI reshapes brand engagement from basic assistance to immersive experiences
  2. Sources
  3. Media Gallery

Charts in This Report

Millennials and Gen Z Lead in Generative AI (GenAI) Adoption Among Internet Users (genAI user % of US internet users, by generation, 2022-2026)Older Generations Grapple With AI-Driven Social Media Content (% of consumers worldwide in each group who selected "strongly agree," Aug 2023)
Level of Interest in Buying an AI-Capable Smartphone According to Internet Users in Select Countries, May 2024 (% of respondents)US Generative AI (GenAI) At-Work User Penetration, 2022-2026 (% of internet users)
Google Will Remain the Top Destination for Search Ad Spending in the Generative AI Era (% of US traditional search ad spending, by company, 2024 & 2026)Level of Comfort With AI Use for Various Brand Interactions According to Consumers in the US and Europe, Feb 2024 (% of respondents)

authors

Jacob Bourne

Contributors

Vladimir de Leon
Chart Editor
Chris Keating
Director, Research
Wendy Malloy
Director, Reports Editor
Carina Perkins
Senior Analyst
Naomi Rebuelta
Copy Editor
Emman Velasco
Chart Editor
Max Willens
Yoram Wurmser
Principal Analyst
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