Consumers are using generative AI more often and for a wider range of everyday tasks. A growing share now treats these tools as a primary source of answers, despite ongoing concerns about misinformation and privacy, according to new Forrester research.

One in five online adults who have used generative AI now uses it daily. Globally, 62% of users engage with it at least weekly, suggesting usage has moved beyond occasional experimentation.

Generative AI is becoming increasingly embedded in day-to-day digital behaviour, with use spanning search, content creation and personal guidance. The research also points to a shift toward more emotionally oriented interactions, with some consumers using the tools for companionship as well as assistance.

Rising adoption

Usage has increased across all demographic groups, with global adoption up by 2 to 12 percentage points year on year, the report found. ChatGPT remains the most widely used consumer tool. Adoption has expanded across gender groups, including a rise in female-oriented user profiles.

Growing familiarity is also expanding the number of tasks consumers assign to these systems. As people use generative AI more often, they appear to integrate it into routine decision-making rather than treating it as a novelty. Forrester compared this shift to the way smartphones evolved from single-purpose devices into always-on digital companions.

Personal first

Personal use cases outweigh professional ones. Globally, consumers turn to generative AI primarily for personal tasks, including writing support, planning and recommendations, and everyday problem-solving.

In the US, workplace usage still varies sharply by education level. Adults with advanced degrees were twice as likely to use generative AI at work as those with only a high-school education (49% versus 24%). The report also suggests the boundary between personal and professional use is blurring as tools become available on consumer devices and in mainstream apps.

Trust divides

The research highlights a rise in what Forrester calls “intimacy” with AI tools, as consumers grow more comfortable confiding in them for sensitive and personalised interactions. The shift is not uniform, and the firm identifies four consumer segments: Power Users, Casual Users, Reluctant Adopters, and Sceptical Observers.

Some users already treat generative AI as more than a functional assistant. Forrester reports that 27% of US consumers and 31% of UK consumers use these tools both as assistants and as companions. Perceptions of the tools as non-judgemental and always available appear to encourage deeper interactions.

Beyond search

Use is extending beyond search-like queries into content generation, advice and task delegation. More than 40% of consumers use generative AI to draft or create content, and a similar share use it for advice and recommendations.

The report also points to early movement in AI-influenced shopping behaviour. It found that 28% of US online adults and 27% of UK online adults have shopped using AI. Forrester characterises this as early traction in AI-driven commerce, even as fully autonomous “agentic” AI remains in its early stages.

Consumers appear more willing to trust AI for assistive activities such as travel planning, drafting written material and product discovery. That pattern suggests many people are comfortable delegating bounded tasks where they can review outputs, while remaining cautious about handing over full control.

Concerns persist

Despite broadening adoption, consumer anxieties remain. Misinformation and data privacy risks rank among the most prominent concerns, alongside fears about job displacement. These issues have remained central to public debate as generative AI spreads through consumer products and services.

Consumers also expect stronger transparency, safety and ethical governance from brands that deploy AI. That expectation is likely to shape how companies design AI features, communicate limitations and manage data, particularly as the technology becomes a routine interface for information and decisions.

Forrester expects generative AI usage to keep expanding across demographics and use cases as consumers incorporate it more deeply into search, creation, advice and shopping.