AI use is now commonplace among consumers. Prophet’s new “2026 AI-Powered Consumer Report” found that generative AI adoption has climbed to 73%, up sharply from 45% in 2024, showing how quickly these tools have become part of daily life.
At the same time, enthusiasm around AI has started to cool. Consumer excitement declined by 7%, suggesting that people increasingly see AI as a utility rather than a novelty. For marketers, that shift matters because AI alone no longer creates differentiation.
Furthermore, the number of consumers who believe GenAI will become deeply woven into everyday life and handle most decisions has dropped by 30%. That suggests even less faith in the big promises about AI. The public is entering Gartner’s “trough of disillusionment,” where excitement fades, and reality starts to set in. With AI, though, the shift feels more personal. A growing number of consumers are anxious about what the technology could mean for human relationships, creativity, and everyday experiences.
That wider adoption comes with growing skepticism. The report found that 71% of consumers worry about AI inaccuracies and misinformation, especially as AI systems become more embedded in shopping, customer service, and online research. Consumers may rely on AI more often now, but many still question whether they can fully trust the results.
All this explains why consumers are experiencing AI fatigue. About 62% say they become frustrated when companies remove human support completely, even if automated systems are faster and more efficient. That tension is creating pressure on brands to balance automation with real human interaction.
The full report can be found here. (No registration required.)
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Constantine von Hoffman is senior editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.