Etude

Understanding the Five Types of AI Consumers

While many still hesitate over trust and security, early adopters are already shaping the future of AI engagement.

Par Natasha Sommerfeld et Mackenzie Griffin

First published on avril 25, 2025
min


At a Glance Although 95% of companies use generative AI, only 35% of US consumers do. Enthusiastic adopters use AI for productivity and problem solving; less committed dabblers see it as a way to learn new things and have fun. Lack of trust and familiarity hold nonusers back—though many unknowingly engage with AI through chatbots and digital assistants. Bain research identifies five distinct consumer segments, from AI enthusiasts to outright rejectors. Businesses have embraced generative AI, with 95% of US and European companies actively using it, according to Bain & Company’s latest research. Consumers, however, remain cautious. While interest is growing, only 35% say they use generative AI, according to a December 2024 Bain survey—though many likely interact with it unknowingly. Concerns around privacy, accuracy, and data security are major barriers, as is a preference for doing tasks themselves, especially for nonusers. Our recent survey identifies five distinct AI consumer segments, from enthusiasts to resounding rejectors (see Figure 1). Understanding these segments and their attitudes toward AI can help companies make better decisions about how to create and market products and services that deliver the benefits of AI to their customers. Figure 1 Bain’s research identifies five types of AI consumers Note: 10% of respondents did not fit into an archetype Sources: Bain–Dynata Generative AI Consumer Survey, December 2024 (n=1,117); Bain in-depth interviews (n=20) Adopters are broadening usage Among consumers who say they use generative AI, usage is increasing (see Figure 2). Figure 2 Consumers who use generative AI are using it more today than they were six months ago Sources: Bain–Dynata Generative AI Consumer Survey, December 2024 (n=1,117); Bain in-depth interviews (n=20) Enthusiasts and dabblers say they use generative AI to improve their productivity, learn new things, and experiment with new technology. Compared with dabblers, enthusiasts use generative AI more often to navigate challenges and solve problems, while dabblers are more likely to use generative AI to experiment and have fun. In terms of specific uses, research and writing assistance top the list for both (see Figure 3). Figure 3 Research and writing assistance are the most common uses for generative AI among dabblers and enthusiasts Sources: Bain–Dynata Generative AI Consumer Survey, December 2024 (n=1,117); Bain in-depth interviews (n=20) As with past tech waves, early adopters are experimenting and finding new uses for AI, paving the way for mainstream adoption. Our survey also found a significant overlap among enthusiasts and people with wearable AI devices, including glasses, pendants, and rings. We may be at the dawn of a new era of technology engagement, as the 5% of US adults with an AI wearable in late 2024 could quadruple to 20% by the end of 2025. (For more, see the Bain Brief “What We Can Learn from Early Adopters of Wearable AI.”) Nonusers remain wary Among consumers who don’t use generative AI, the main barriers are trust and a preference for doing things themselves (see Figure 4). About half of respondents say they’ve never used it, while 18% tried it but stopped. Among lapsed users, about half explored it out of curiosity and then lost interest; others quit for more specific reasons, including concerns about data privacy and a preference for handling tasks without AI assistance. Figure 4 Why some consumers aren’t using generative AI Sources: Bain–Dynata Generative AI Consumer Survey, December 2024 (n=1,117); Bain in-depth interviews (n=20) However, many consumers are using AI without realizing it, as they chat with digital assistants, engage with customer service chatbots, peruse recommendations, and accept grammar and spelling suggestions in digital communication (see Figure 5). Figure 5 Many consumers are using AI without realizing it Sources: Bain–Dynata Generative AI Consumer Survey, December 2024 (n=1,117); Bain in-depth interviews (n=20) As more people experience embedded AI handling everyday tasks, comfort with direct AI use may grow. Meanwhile, as companies integrate natural language interactions into customer journeys, attitudes toward this technology could shift significantly. Take our quiz What Type of Generative AI Consumer Are You? AI is becoming a bigger part of everyday life—but how do you engage with it? Are you skeptical, curious, or an avid user? Take this quick survey to discover your generative AI persona and see where you fit in the world of AI. About the Research Data powered by Dynata, a leading global first-party data and insights platform.

At a Glance

Although 95% of companies use generative AI, only 35% of US consumers do.
Enthusiastic adopters use AI for productivity and problem solving; less committed dabblers see it as a way to learn new things and have fun.
Lack of trust and familiarity hold nonusers back—though many unknowingly engage with AI through chatbots and digital assistants.
Bain research identifies five distinct consumer segments, from AI enthusiasts to outright rejectors.

Businesses have embraced generative AI, with 95% of US and European companies actively using it, according to Bain & Company’s latest research.

Consumers, however, remain cautious. While interest is growing, only 35% say they use generative AI, according to a December 2024 Bain survey—though many likely interact with it unknowingly. Concerns around privacy, accuracy, and data security are major barriers, as is a preference for doing tasks themselves, especially for nonusers.

Our recent survey identifies five distinct AI consumer segments, from enthusiasts to resounding rejectors (see Figure 1). Understanding these segments and their attitudes toward AI can help companies make better decisions about how to create and market products and services that deliver the benefits of AI to their customers.

Bain’s research identifies five types of AI consumers

Adopters are broadening usage

Among consumers who say they use generative AI, usage is increasing (see Figure 2).

Consumers who use generative AI are using it more today than they were six months ago

Enthusiasts and dabblers say they use generative AI to improve their productivity, learn new things, and experiment with new technology. Compared with dabblers, enthusiasts use generative AI more often to navigate challenges and solve problems, while dabblers are more likely to use generative AI to experiment and have fun. In terms of specific uses, research and writing assistance top the list for both (see Figure 3).

Research and writing assistance are the most common uses for generative AI among dabblers and enthusiasts

As with past tech waves, early adopters are experimenting and finding new uses for AI, paving the way for mainstream adoption. Our survey also found a significant overlap among enthusiasts and people with wearable AI devices, including glasses, pendants, and rings. We may be at the dawn of a new era of technology engagement, as the 5% of US adults with an AI wearable in late 2024 could quadruple to 20% by the end of 2025. (For more, see the Bain Brief “What We Can Learn from Early Adopters of Wearable AI.”)

Nonusers remain wary

Among consumers who don’t use generative AI, the main barriers are trust and a preference for doing things themselves (see Figure 4). About half of respondents say they’ve never used it, while 18% tried it but stopped. Among lapsed users, about half explored it out of curiosity and then lost interest; others quit for more specific reasons, including concerns about data privacy and a preference for handling tasks without AI assistance.

Why some consumers aren’t using generative AI

However, many consumers are using AI without realizing it, as they chat with digital assistants, engage with customer service chatbots, peruse recommendations, and accept grammar and spelling suggestions in digital communication (see Figure 5).

As more people experience embedded AI handling everyday tasks, comfort with direct AI use may grow. Meanwhile, as companies integrate natural language interactions into customer journeys, attitudes toward this technology could shift significantly.

Take our quiz

What Type of Generative AI Consumer Are You?

AI is becoming a bigger part of everyday life—but how do you engage with it? Are you skeptical, curious, or an avid user? Take this quick survey to discover your generative AI persona and see where you fit in the world of AI.