Why Marketers Should Pay Attention to the 62% of US Adults Using AI

Artificial intelligence is no longer a niche technology. It’s mainstream. According to MRI-Simmons' Digital Life Study, 62% of U.S. adults are now using AI tools, up from 53% just a year ago. The audience for AI-related content and services is rapidly expanding. This surge in adoption presents a fresh opportunity for advertisers to reach a tech-savvy, curious, and highly engaged consumer segment. Whether they’re using AI to streamline work, explore new hobbies, or enhance their shopping experiences, AI users are adopting these new technologies as part of their daily lives, making them ideal targets for innovative, tech-forward campaigns.

Awareness of Artificial Intelligence Is Widespread & Growing

Public awareness of AI platforms is surging. ChatGPT leads the pack, with 82% of US adults having heard of it and daily usage rising from 6% to 9% in the past year. Awareness of other major platforms is also on the rise: 72% know about Gemini (up from 50% in 2024), 71% are aware of Microsoft Copilot (up from 64%), and 44% have heard of Claude (up from 32%). This growing familiarity means AI is becoming a household topic, something people talk about, trust, and expect in their digital experiences. For marketers, this creates a fertile environment for campaigns that tap into the zeitgeist and capitalize on the cultural momentum.

Consumers are cautiously optimistic about AI. Over half (55%) of US adults believe AI increases workplace productivity, and 52% are open to using it at work. A similar share (51%) believe AI tools are safe, and 42% enjoy discussing new AI technologies with people in their lives. However, concerns remain: 79% of adults believe AI requires careful management, 77% demand transparency in how companies use AI, and 75% expect clarity on how their data is handled. Advertisers must strike a balance between highlighting the benefits of artificial intelligence in their practices while addressing consumer concerns with transparency and ethics.

AI Users are Diverse in Usage & Intent

AI users (161M) aren’t passive consumers but active explorers. Nearly half (45%) use AI to answer everyday questions, while 37% are simply exploring the tools to understand their potential. This curiosity signals a mindset that’s open to discovery, making AI users more receptive to new products, services, and experiences. They’re also using AI in practical ways: 27% for work tasks and 25% for education and training. Some use it for creative and functional purposes, such as photo editing (23%) and travel planning (20%). These behaviors suggest a high level of digital fluency and a willingness to integrate new technologies into daily life, which are traits that advertisers across various industries can leverage to drive engagement and conversion.

Certain groups are leaning into AI more than others, offering marketers a chance to reach highly engaged subsegments. Asian Americans are 59% more likely than the average US adult to use AI for coding, while professionals in business and finance are 35% more likely to use AI for work tasks like drafting emails and streamlining processes. These insights highlight the importance of demographic and occupational targeting when building AI-focused campaigns. By aligning messaging with the specific ways these groups use AI, brands can create more relevant and resonant experiences.

AI Users Are Bold, Influenced, and Ready to Spend

AI users make bold purchasing decisions. They’re 131% more likely than AI non-users to pay almost anything for the electronics they desire, 113% more likely to value smart home devices, 48% more likely to take unique vacations, and 12% more likely to buy on credit for something they really want. AI users are impressionable on social media, being 128% more likely to be swayed by social media influencers than non-users. What about future-focused tech? AI users are 82% more likely to want a self-driving vehicle as soon as possible. These buying behaviors point to a consumer who is not only financially capable but also emotionally invested in their purchases, especially when those purchases align with their tech-forward lifestyle.

Additionally, AI users are eager for brands to embrace this tech-centric innovation. 68% want retailers to offer augmented reality shopping experiences, and 68% want AI-powered chatbots for faster customer service (over talking to someone on the phone). More than half (58%) want AI technology in their next car, and 57% believe AI should play a bigger role in their daily lives. Notably, 56% want to be the first among their friends to try new AI tools as they come out. These consumers are early adopters who value novelty and convenience, making them ideal for launching new products, testing emerging formats, and driving word-of-mouth buzz. Brands must keep up with AI advancements to maintain engagement with this high-value audience.

Why AI Users Are a Strong Target for Activation

AI users represent a powerful blend of curiosity, influence, and spending power. They’re early adopters who embrace innovation, engage deeply with technology, and are willing to invest in products that enhance their lives. Their openness to AI-driven solutions, combined with their willingness to spend and share, makes them an ideal audience for forward-thinking brands. By targeting AI users, advertisers can tap into a community that not only drives early adoption but also amplifies brand messages through their networks and behaviors.

Sources: 2025 May Digital Life Study (W25 USA). Bases: Total Adults; Adults who use/have used AI tools.

Activating AI Users through MRI-Simmons

Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach early adopters of AI tools. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audience via the ad-tech platform or media partner of your choice.