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EMARKETER

GenAI User Forecast 2025

GenAI Goes Mainstream as a Foundational Technology for the Digital Marketplace

Report by Jacob Bourne  |  Jul 22, 2025
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Table of Contents
Executive Summary
The AI gold rush shifts from boom to steady growth
Search and work dominate the use case landscape
Tech titans clash in the battle for AI dominance
Implications for marketers
Sources
Media Gallery
About This Report
GenAI will reach about 51% of US internet users by 2029 as growth stabilizes, with search dominating use cases and Gen Z leading adoption. Amid rising competition from Google and others, ChatGPT will maintain dominance. Brands must adapt to AI-mediated customer relationships.
Topics
Technology
Artificial Intelligence (AI)
Digital Advertising
United States
Table of Contents
Executive Summary
The AI gold rush shifts from boom to steady growth
Search and work dominate the use case landscape
Tech titans clash in the battle for AI dominance
Implications for marketers
Sources
Media Gallery

GenAI is shifting from explosive growth to mainstream adoption, with about 163 million users expected in the US by 2029. Younger demographics lead adoption as search behaviors evolve and platform battles move into new territory.

Key Question: How is the rapid adoption of genAI reshaping consumer-brand interaction?

Key Stat: GenAI's rocket-ship trajectory will level off from 9.8% to 5.8% in yearly gains between 2026 and 2029, respectively.

GenAI User Growth Will Continue to Normalize From Explosive Early Adoption
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Table of Contents

  1. Executive Summary
  2. The AI gold rush shifts from boom to steady growth
  3. Search and work dominate the use case landscape
  1. Tech titans clash in the battle for AI dominance
  2. Implications for marketers
  3. Sources
  1. Media Gallery

Charts in This Report

GenAI User Growth Will Continue to Normalize From Explosive Early AdoptionGenAI User Growth Will Continue to Normalize From Explosive Early Adoption
Younger Generations Will See the Fastest GenAI Penetration Growth, While Boomers Will PlateauStrong GenAI Adoption by Women Will Narrow the Gender Gap Significantly Through 2029
GenAI Search and Professional Applications Are the Leading Use Cases Among GenAI UsersNearly Half of US Adults Worry About AI Content in Search Results (% of US adults, by reason they are second-guessing top search results, May 2025)
Gemini Emerges as ChatGPT's Main Rival, Reaching Nearly 53% Market Share by 2029

authors

Jacob Bourne

Contributors

Vladimir de Leon
Chart Editor
Eleni Digalaki
Delfina Huergo Bensadon
Madan Kumar
Copy Editor
Wendy Malloy
Director, Reports Editor
Oscar Orozco
Senior Director, Forecasting
Carina Perkins
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
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