Newsletter sign-up
Does my company subscribe?
Contact Sales:1-800-405-0844
EMARKETER
Log in
Become a ClientGet a DemoPricing
ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Podcast listeners trust their hosts more than any other influencer type

Article |
 Dec 18, 2025

The big answers: EMARKETER Daily quiz

Article |
 Dec 17, 2025

Social marketers are still struggling to hit their target audiences

Article |
 Dec 17, 2025

Resale, curation, and AI search: The retail trends that were overlooked or misunderstood in 2025

Article |
 Dec 17, 2025

Amazon’s fintech partnership expands embedded lending

Article |
 Dec 17, 2025

Wells Fargo reimagines its branch customer experience

Article |
 Dec 17, 2025

NBCUniversal reveals live TV, AI, and measurement tools ahead of CES

Article |
 Dec 17, 2025

Enterprise AI adoption lags as strategy gaps slow deployments

Article |
 Dec 17, 2025

Amazon considers major OpenAI investment to anchor AI workloads on AWS

Article |
 Dec 17, 2025

UK holiday spending set to rise—but inflation could erase the gains

Article |
 Dec 17, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

GenAI User Forecast 2024

Almost 2 Years After Its Explosive Public Debut, Is GenAI Evolving From Hype to Habit?

Report by Jacob Bourne  |  Jul 16, 2024
Download
Report
Executive Summary
Share
Table of Contents
Executive Summary
GenAI is in the early stages of revolutionizing how consumers and businesses use digital technologies
GenAI’s rapid growth moderates as users assess the technology’s potential
GenAI adoption is spurring a workplace transformation
GenAI use cases vary, with text generation and personalized recommendations taking the lead
The rapidly changing genAI landscape presents opportunities and challenges
What should advertisers do to capitalize on genAI’s growth opportunities?
EMARKETER Interviews
Sources
Media Gallery
About This Report
As genAI adoption grows, businesses and consumers face a transforming digital ecosystem marked by broadening applications, enhanced productivity, shifting business practices, and legal and ethical challenges.
Topics
Artificial Intelligence (AI)
Technology
Consumer Electronics
US
Table of Contents
Executive Summary
GenAI is in the early stages of revolutionizing how consumers and businesses use digital technologies
GenAI’s rapid growth moderates as users assess the technology’s potential
GenAI adoption is spurring a workplace transformation
GenAI use cases vary, with text generation and personalized recommendations taking the lead
The rapidly changing genAI landscape presents opportunities and challenges
What should advertisers do to capitalize on genAI’s growth opportunities?
EMARKETER Interviews
Sources
Media Gallery

As generative AI (genAI) reshapes how businesses and consumers use digital technologies, the shift also has implications for the advertising industry. The number of genAI users is expected to reach 100 million in 2024, even as growth slows from 2023's blistering pace.

Key Question: How can advertisers leverage the potential of genAI while adapting to its influence on consumer behavior and brand awareness?

Key Stat: GenAI users in the US grew from 7.8 million in 2022 to 77.8 million in 2023, representing a nearly 900% growth rate. The growth rate is now moderating but remains strong, positioning the technology’s user base as a significant market force by 2026.

authors

Jacob Bourne

Contributors

Iwona Drapala
Senior Forecasting Analyst
Chris Keating
Director, Research
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Yoram Wurmser
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
EMARKETER

Geographies

EMARKETER

Media Services

Free Content

Contact Us →

Worldwide HQ

One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

Sales Inquiries

1-800-405-0844sales@emarketer.com

* Copyright © 2025 
EMARKETER Inc. All Rights Reserved.
GenAI User Forecast 2024