The news: Global genAI use reached 16.3% of the world’s population in H2 2025, up from 15.1% in H1 2025, according to a report from Microsoft. Advanced economies are using AI at nearly twice the pace of developing nations, widening an AI usage gap that policymakers and businesses could struggle to close.
China’s DeepSeek gained traction across developing markets by offering free, open-source models and a no-subscription chatbot. In the past year, it accelerated adoption in price-sensitive regions where paid AI tools remain out of reach.
- DeepSeek’s market share hit 89% in China, 56% in Belarus, and 49% in Cuba by the end of 2025. Russia followed at roughly 43%.
- In parts of Africa, including Ethiopia and Uganda, share ranged from 11% to 14%—modest but meaningful in low-adoption environments.
Distribution also matters. In several regions, DeepSeek appears preloaded or deeply integrated into Chinese smartphones, including Huawei devices running HarmonyOS. Being present at the device level, not just the app store, can quietly shape user behavior.
Why it’s worth watching: DeepSeek’s growth is not even across the globe. Adoption remains low in North America and much of Europe, where security concerns and geopolitical risk have led governments and companies, including Microsoft, to restrict its use.
Cost is determining behavior in emerging markets, underscoring how access to free models matters more than security, feature depth, or enterprise capabilities. Access to free AI is a priority in emerging markets with limited access to AI subscriptions.
Implications for marketers: Marketers should track which free or default AI tools mediate discovery in each market. The AI people can afford and access—not the most popular or advanced ones—will likely shape prompts, recommendations, and early brand influence before security or trust become deciding factors.
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