The news: Rates of adoption and familiarity with AI are surging—53% of US consumers either regularly use genAI or have experimented with it, per Deloitte’s 2025 Connected Consumer Survey, up from 38% in 2024 and 16% in 2023.

How consumers access AI:

• 69% of US genAI users engage with AI through social apps, everyday software, and online services.
• 60% find genAI tools through first-party AI websites and 48% via desktop applications.

As consumers engage with AI through everyday software and services, brands have a clear opportunity to meet users where they already are by embedding genAI into owned websites, apps, and digital experiences.

Digging into the data: People who use genAI for personal, non-work reasons are beginning to trust its recommendations, leaning on the technology more for content discovery and personal support than for basic applications like helping with documents.

• For personal genAI use in 2024, chatbot conversations, document editing, web search, and image generation ranked as the top four use cases.
• Now, consumers are turning to the technology for product recommendations (53% of genAI users), personal advice (44%), and physical health or medical assistance (38%).

What marketers should do: Companies should look beyond customer service chatbots and integrate AI-powered search, product discovery, and personalization tools into brand websites.

How to make the most of AI integrations:

• Ensure AI-powered support is available throughout the shopping and browsing journey to drive loyalty and offer differentiation.
• Gather zero-party data to understand users’ preferences and intentions.
• Boost intelligent tools such as AI personal shopping assistants to increase engagement and time spent, removing the need to navigate elsewhere to find answers or recommendations.
• Offer interactive experiences such as virtual try-on features to meet consumers’ growing comfort with AI’s suggestions and desire for personalized experiences.