The data: Among consumers using AI for personal advice or guidance, health and wellness is their most common use case, according to EMARKETER’s “AI In The Consumer Journey H1 2026” survey of US consumers ages 15 to 80 conducted in May.

• Health guidance is a consistent AI use case across generations, with baby boomers (56%) most likely to use it.
• 49% of respondents who use AI for guidance specifically seek health and wellness advice.