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# Generative‑AI Study: Usage & Attitudes
- URL: https://creativestrategies.com/research/genai-study/
- Published: 2025-06-27T20:57:09.000Z
- Updated: 2025-06-27T20:57:09.000Z
- Description: At the end of last year we ran a study with 900‑respondent online survey, fielded December 1 – 15, 2024 among U.S. adults 18+. All percentages are of the total sample unless otherwise stated. After diving into the data, thanks in no small part to ChatGPT (shoutout to o3-pro!), some fascinating patte
- Author: Max Weinbach
- Tags: #report, #max-weinbach, #wp, #Import 2026-07-18 23:16

At the end of last year we ran a study with 900‑respondent online survey, fielded **December 1 – 15, 2024** among U.S. adults 18+. All percentages are of the total sample unless otherwise stated.

After diving into the data, thanks in no small part to ChatGPT (shoutout to o3-pro!), some fascinating patterns have emerged across both consumer and enterprise behaviors. While what follows highlights just a few of the most compelling insights, especially around “trust to build GenAI systems” and age demographics, there’s a rich story behind every number.

For instance, **C-suite executives and key decision-makers show a striking willingness to embrace GenAI, even when privacy risks are on the table.** Their appetite for innovation often outweighs their concerns, setting them apart from middle management and IT professionals, who tend to be more cautious.

Another eye-opening finding: **fewer than one in five users have ever paid for a GenAI subscription. Among those who do invest, ChatGPT Plus and Microsoft Copilot for Microsoft 365 dominate as the go-to choices.**

These highlights are just the tip of the iceberg. There’s much more beneath the surface, waiting to be explored.

---

## 1 · Executive summary

- **Mainstream penetration:** 59 % have already used a Gen‑AI service.
- **Platform landscape:** ChatGPT is the most‑tried brand (42 % ever‑used), but **Microsoft Copilot scores highest on perceived value (7.5 / 10)** thanks to deep Office integration.
- **Everyday use loop:** Search‑style look‑up → drafting/writing → creative ideation → simplification → summarisation.
- **Barriers:** Accuracy doubts and privacy/security fears each cited by \~¾ of non‑users; lack of clear benefit and onboarding confusion come next.
- **Demographic patterns:** Adoption peaks at 72 % among Gen Z and 25‑34s, drops to 43 % among 65 +. Men out‑adopt women by 22 pp (74 % vs 52 %).
- **Trust leaders:** When asked **“Who do you trust to *build* Gen‑AI?”** (1 = least, 10 = most), **Google (6.9) and Microsoft (6.9) share first place**, edging Apple (6.7); Amazon (6.2) and OpenAI (5.9) round out the top five (§ 9).

---

## 2 · Overall adoption & frequency

| Metric                    | % of total (n = 909) |
| ------------------------- | -------------------- |
| **Have ever used Gen-AI** | **59 %**             |
| Use daily                 | 18 %                 |
| Use 2-6× week             | 22 %                 |
| Use a few times / month   | 19 %                 |

---

## 3 · Platforms & perceived value (users only)

| Rank | Service               | Ever-used | Average value 1-10\* |
| ---- | --------------------- | --------- | -------------------- |
| 1    | **Microsoft Copilot** | 20 %      | **7.5**              |
| 2    | ChatGPT               | 42 %      | 7.3                  |
| 3    | Google Gemini         | 25 %      | 7.3                  |
| 4    | Meta AI               | 18 %      | 6.7                  |
| 5    | Apple Intelligence    | 9 %       | 6.7                  |
| –    | Perplexity            | 2 %       | 7.0                  |
| –    | Anthropic Claude      | 2 %       | 6.1                  |

\* 1 = “not valuable” … 10 = “extremely valuable”.

---

## 4 · Demographic deep‑dive – highest perceived value by cohort

| Cohort            | Top-rated platform | Avg. value score |
| ----------------- | ------------------ | ---------------- |
| **Gen Z (18-24)** | ChatGPT            | **7.9**          |
| **25-34**         | Microsoft Copilot  | **7.5**          |
| **35-44**         | Apple Intelligence | **8.0**          |
| **45-54**         | Microsoft Copilot  | **7.7**          |
| **55-65**         | Google Gemini      | **7.2**          |
| **65 +**          | Microsoft Copilot  | **7.9**          |
| **Women**         | Microsoft Copilot  | **7.6**          |
| **Men**           | ChatGPT            | **7.6**          |

---

## 5 · Top use cases among users (multiple choice)

| Rank | Task                                | % of users |
| ---- | ----------------------------------- | ---------- |
| 1    | Search-style information look-up    | **60 %**   |
| 2    | Writing assistance (e-mails, memos) | 47 %       |
| 3    | Creative ideation / brainstorming   | 47 %       |
| 4    | Explain complex topics simply       | 37 %       |
| 5    | Summarise long text / meeting notes | 33 %       |
| 6    | Image creation / editing            | 19 %       |

---

## 6 · Adoption gaps & head‑room

| Segment                  | Adoption | Gap to leader               | Principal blockers               |
| ------------------------ | -------- | --------------------------- | -------------------------------- |
| **Women**                | 52 %     | –22 pp vs men               | Accuracy, privacy, unclear ROI   |
| **Boomers (55-65)**      | 52 %     | –20 pp vs Gen Z             | Relevance, onboarding complexity |
| **Regulated industries** | 48 %     | –25 pp vs tech              | Employer approval, compliance    |
| **Front-line roles**     | 46 %     | –28 pp vs knowledge workers | Low perceived job relevance      |

---

## 7 · Why the 41 % non‑users abstain

| Barrier (n = 371 non-users)     | % selecting |
| ------------------------------- | ----------- |
| Accuracy / hallucination fears  | **76 %**    |
| Privacy / data-security fears   | **78 %**    |
| Not relevant to work / life     | 69 %        |
| Unsure how to start             | 58 %        |
| Employer hasn’t approved a tool | 31 %        |
| Cost / subscription fees        | 24 %        |

---

## 8 · Strategic implications

1. **Integration beats novelty.** Copilot’s success springs from Outlook, Word and PowerPoint embeds.
2. **Reliability first.** Source citation and domain guard‑rails will win the accuracy‑worried third of the market.
3. **Privacy narratives matter.** On‑device processing (Apple) and clear data‑handling policies convert older and regulated users.
4. **Upskill the mid‑career crowd.** 45‑54s have the sharpest anxiety‑to‑usage gap; role‑specific playbooks turn fear into fluency.
5. **Employer enablement kits.** A turnkey compliance brief can unlock the 31 % waiting for organisational approval.

---

## 9 · Trust & confidence – “Who do you trust to *build* Gen‑AI?”

### 9.1 Overall ranking (n = 501 respondents)

| Rank  | Company       | Average trust score 1-10 |
| ----- | ------------- | ------------------------ |
| **1** | **Google**    | **6.9**                  |
| **1** | **Microsoft** | **6.9**                  |
| 3     | Apple         | 6.7                      |
| 4     | Amazon        | 6.2                      |
| 5     | OpenAI        | 5.9                      |
| 6     | IBM           | 5.8                      |
| 7     | Meta          | 5.5                      |
| 8     | Anthropic     | 4.6                      |
| 9     | Perplexity    | 4.6                      |
| 10    | xAI           | 4.4                      |
| –     | “Other”       | 3.4                      |

**Observation:** Consumer‑facing tech giants out‑score specialist AI labs; brand familiarity and perceived governance drive trust.

### 9.2 Trust leaders by demographic

| Cohort            | Most-trusted company | Avg. trust score |
| ----------------- | -------------------- | ---------------- |
| **Gen Z (18-24)** | Apple                | **7.3**          |
| **25-34**         | Google               | **7.4**          |
| **35-44**         | Microsoft            | **6.9**          |
| **45-54**         | Google               | **7.1**          |
| **55-65**         | Apple                | **6.7**          |
| **65 +**          | Microsoft            | **7.5**          |
| **Men**           | Apple                | **7.0**          |
| **Women**         | Google               | **7.0**          |

**Patterns worth noting**

- **Familiarity breeds trust.** Google and Microsoft dominate in cohorts that live in their ecosystems (Chrome/Android, Office 365).
- **Apple’s privacy halo resonates with the youngest (campus iPhone culture) *and* 55‑65 Boomers who worry about data abuse.**
- **OpenAI’s brand appeal is passionate but niche.** Its trust score sits mid‑table even though ChatGPT is the most‑tried app.
- **Specialist labs trail.** Anthropic, xAI and Perplexity all score below 4.7/10, reflecting low consumer brand awareness.

---

### Appendix – methodology & definitions

- **Sampling frame:** National consumer panel with quotas on age, gender and region.
- **Field‑work dates:** December 1 – 15, 2024.
- **Weighting:** Results unweighted; raw n displayed.
- **Scales:** Value & trust both measured 1 = low to 10 = high; cohort break‑outs shown only where ≥ 10 responses per cell (except where noted).