Millions of users are adopting AI-powered tools for their daily tasks. For many, they have become an essential part of their routines. Now, a survey from Deloitte gives us a clear look at how consumers are reacting to this reality. It turns out that while we’re all eager to embrace new tools like generative AI, we’re also becoming more cautious about who we trust.
GenAI has entered the mainstream. According to Deloitte’s survey, more than half (53%) of U.S. consumers have used or experimented with the technology . In the workplace, adoption has accelerated, increasing from 6% of workers in 2023 to 34% this year. The survey also found that 42% of GenAI users believe the technology has a “very positive” effect on their lives, which exceeds the positive perceptions of both devices (36%) and apps (29%). Among regular GenAI users, about four in ten households pay for services with AI features.
Consumers are wary of AI, despite rapid adoption
Despite this rapid adoption, a gap exists between technological innovation and consumer trust. The report notes that 82% of surveyed GenAI users expressed concern about a potential misuse of the technology. This concern extends to general digital experiences, as 70% of respondents worry about data privacy and security when using various digital services. Additionally, 74% of respondents who are familiar with or experimenting with GenAI believe its increasing popularity makes it more difficult to trust what they see online.
These security concerns are not abstract for many consumers. Almost half of respondents (47%) reported experiencing at least one security failure in the past year. Additionally, 58% encountered at least one scam attempt. Consumers’ willingness to share sensitive information, such as financial or biometric data, remains low. A majority expressed reluctance to share it even in exchange for improved services.
AI firms with better data protection policies get greater user engagement
For tech companies, the data suggests that trust and responsibility are directly linked to business performance. The report found that consumers who view their tech providers as excelling in both innovation and data responsibility spend 62% more annually on tech devices compared to those who view their providers as lagging in both areas. These trusted providers also see 25% higher spending annually on tech devices compared to other companies perceived as innovative but not as responsible with data. The monthly household spending on digital services also saw a slight increase this year. More specifically, it rose from $175 in 2024 to $183 in 2025.
The findings indicate that while consumers are drawn to the benefits of new features—with 75% agreeing that new features improve their lives—a significant number (69%) also believe that companies innovate too quickly without adequately addressing risks. The report concludes that companies that combine innovation with responsible practices can foster greater consumer loyalty and growth.
