Key stat: Consumers (68%) and senior marketers (75%) expressed an increasingly positive outlook on the possibilities of generative AI this year, according to a September report from Kantar.

Beyond the chart:

• Nearly one in five (18%) of active genAI users consider it as their preferred source for purchase recommendations, according to a January Accenture survey.
• 45% of Gen Z adults use genAI on a weekly or daily basis, according to a March survey from The Walton Family Foundation, GSV Ventures, and Gallup.

Use this chart: The growing appreciation of genAI should spur marketers to educate consumers on how AI enhances their experience and highlight genAI-driven benefits in their messaging (e.g. faster service, better recommendations).

Related EMARKETER reports:

• GenAI and Agentic AI in Banking 2025 (EMARKETER subscription required)
• Generative AI for Media Sellers (EMARKETER subscription required)

Methodology: Data is from the September 2025 Kantar report titled “Media Reactions 2025.” 21,300 respondents ages 16-65 were surveyed worldwide during May 8-August 5, 2025. The survey was conducted in Argentina, Australia, Belgium, Brazil, Bulgaria, Canada, Chile, China, Colombia, Ecuador, Germany, Hong Kong, India, Indonesia, Italy, Japan, Malaysia, Mexico, Netherlands, Philippines, Poland, Romania, Saudi Arabia, Singapore, South Africa, Thailand, Turkey, the UK, the US, and Vietnam. There was a minimum of 500 respondents per country. In addition, 974 senior marketers at advertisers, agencies, and media companies were surveyed worldwide during April 4-June 15, 2025.