1. Community Report Summary
Use the “read on” button below to immerse into each chapter of the report.
Global consumers are integrating artificial intelligence (AI) into their daily lives, from everyday tasks like shopping to more advanced use cases such as delivery tracking or identifying medical needs. Some consumers are even turning to AI for companionship and mental health support, raising important questions about ethics and the boundaries between human and technology.
As AI continues to power both lifestyles and commerce, understanding these evolving behaviours and exploring the technology’s evolving role in society, is critical for brands looking to deliver relevant, trusted solutions.
Using responses from more than 10,000 online respondents from Kantar Profiles’ Respondent Hub across ten global markets, this study sets out to explore how global consumers are using AI, its role as an emerging emotional companion, attitudes towards personal data sharing, the perceived trade-offs between privacy and AI-benefits, and how they envision the technology evolving over the next few years.
This research was conducted online with more than 10,000 respondents sourced from Kantar Profiles’ Respondent Hub across ten global markets: Australia (1001), Brazil (1000), China (1001), France (1000), Germany (1000), India (1001), Singapore (1003), South Africa (1001), UK (1000), and US (1000).
All interviews were conducted as online self-completion between 11 April – 2 May 2025 and collected based on local census age and gender distributions by country.
Gen Z is identified as ages 18-27, Millennials ages 28-43, Gen X ages 44-59, and Boomers ages 60+
The findings in this report are based on the empathetic survey results. Throughout the report, you will notice call outs to the differences between the optimised empathetic survey and the basic survey questions, and recommendations for implementing these best practices into your research initiatives.
"AI users" are identified as those that have ever used an AI tool.
“AI assistant users” are identified as those who have used voice assistants, chatbots or virtual assistants, or AI shopping assistants in the last few months.
Research on Research
As the leading expert in data collection best practices, we expanded this research to include two paths for several questions. This research-on-research experiment was conducted to test the impact on responses of different question techniques and the level of survey engagement across different panel sources.
Empathetic survey techniques were used including honesty priming and embedded excuses as well as those which help reduce the cognitive load placed on respondents (e.g. logical groupings, deconstructed lists, tactical visuals).
A total of 10,000 (1,000 per market) respondents participated in the survey. Certain questions were seen by 500 respondents per cell per market with the sample balanced by age and gender.
The findings in this report are based on the merged survey results. Throughout the report, you will notice call outs to the differences between the two cells and recommendations for implementing the findings into your research initiatives.
