Although a staggering 95% of companies in the US and Europe have implemented generative AI solutions, consumer adoption remains cautious — according to the latest study by Bain & Company. Only 35% of American adults say they actively use this technology. Interestingly, 52% of self-identified “non-users” actually engage with AI-based tools without realizing it, for instance through voice assistants, chatbots, or autocorrect functions.

The Study Identifies Five AI User Archetypes:

1. Enthusiasts (19%) – Use AI several times a week or daily. They are highly positive and see AI as a productivity enhancer.
2. Experimenters (12%) – Use AI weekly or less often, mostly for educational or entertainment purposes.
3. Curious Explorers (10%) – Don’t currently use AI, but are open to trying it and have a positive attitude.
4. Cautious Observers (32%) – Not using AI but moderately interested; their attitude is neutral.
5. Strong Opponents (17%) – Intend to avoid AI use entirely and hold strongly negative views.

Note: 10% of respondents didn’t fit into any of the above archetypes.

What’s Holding People Back from Using AI?

While many claim not to use generative AI, their hesitation is not always due to lack of access or technical skills. The Bain & Company study highlights three main reasons why people stay away from this technology:

• Preference for Doing Things Themselves (34%)

The most common reason: many prefer writing messages or searching for information on their own. To them, AI seems unnecessary rather than helpful.

• Privacy Concerns (30%)

A major barrier is the fear of data misuse. Some users avoid AI due to uncertainty about how their data is processed, who has access to it, and whether it can be trusted.

• Lack of Trust in Accuracy (26%)

A significant portion of users doubt the reliability of AI-generated results. Concerns include misinformation, errors, and irrelevant suggestions.

AI Use Without Awareness

Paweł Szreder, Partner at Bain & Company, commented:

“The largest group among adult consumers today are those who are interested in AI but still hesitant to use it – mainly due to privacy and data security concerns. It's also important to consider lapsed users — people who tried AI but chose not to continue. Nearly 1 in 5 respondents admitted they had used AI before but stopped, either after a one-time experience or due to conscious rejection based on trust or privacy.”

Although only 35% identify as active users of generative AI, the report shows strong growth potential — especially among explorers and cautious observers. Many from these groups unknowingly already use AI:

• 66% of explorers use tools like digital assistants, spell-check suggestions, or chatbots despite thinking they don’t use AI.
• 57% of cautious observers show the same pattern.

This suggests AI adoption may increase silently and steadily.

Conclusion: Value Over Hype

Consumer adoption of AI will depend more on the value it delivers than on fascination with the technology itself. Therefore, companies building AI-based products should focus on usefulness rather than technical allure. At the same time, they must proactively address concerns around privacy and accuracy. These barriers are likely to diminish naturally as AI becomes more integrated into everyday life.

Key Insight:

Many who believe they aren’t using AI are already interacting with generative AI tools in their daily routines.

(WBJ)