Adobe Report Highlights Growing Gen AI Adoption

Research from Adobe reveals over half of Americans have used Generative AI, and expect to use it more for shopping, travel and personal use cases

One of the most transformative technologies of our time, Generative AI (Gen AI) has been facilitating new kinds of innovation and unlocking creativity at record speed. Set to continue to dominate the business landscape in 2024, companies globally are investing heavily in Gen AI initiatives to unlock efficiencies and value.

With the fast-evolving wave of Gen AI tools available to businesses and to the public, Adobe – which itself has announced several Gen AI innovations – conducted a study to learn how consumers are using the technology across the United States and how people expect brands to follow suit when it comes to leveraging this technology. The research surveyed 3,000 US consumers about their usage and consumption of Gen AI.

According to the report, the majority of the American public said they are aware of Gen AI, and 53% of US consumers say they have already used the technology, from AI-powered chatbots to image generators.

Today, most consumers say they use Gen AI in their personal lives (81%), followed by a rising trend of utilisation at work (30%) and for school (17%). Of those who regularly use Gen AI, Adobe’s report found that almost half (41%) use it every day.

How people are using Gen AI to enhance creativity and efficiency

Given the excitement and curiosity around Gen AI, consumers are already experimenting with using this technology in several ways. Most common use cases include research and brainstorming (64%), creating first drafts of written content (44%), creating visuals or presentations (36%), trying an alternative to search (32%), summarising written text (31%), creating images or art (29%) and creating programming code (21%).  

82% of consumers surveyed believe Gen AI will make life easier, with a similar amount (82%) saying they can be more creative in the future with the technology. At the same time, 72% of Americans believe that Gen AI – while powerful – will never match a human when it comes to creativity.

In addition to understanding how people are using it today, it’s clear that consumers are excited about the future possibilities of how Gen AI come to life to help them. In the next one to three years, respondents are excited about how it can help them learn a new skill (43%), make price comparison and shopping easier (36%), access better customer support from companies (33%), create social media content (18%) and for coding (14%).

Not only are consumers excited for Gen AI in the coming years, many respondents (41%) already expect brands to use it in their customer experiences now. With roughly 77% of respondents expressing a desire for their brand experiences to be personalised to their needs, consumers are open to brands improving and innovating experiences to meet customer expectations.

Chatbots most common ways Americans have interacted with brands using Gen AI

Consumers are already aware that brands are starting to use Gen AI today and believe that brands should use it to improve their experiences. Using a chatbot is the top way US consumers (48%) have interacted with brands using Gen AI. Other most common ways consumers are interacting with brands using Gen AI include text prompting for auto-generated replies (40%), and image generation use cases like trying on makeup or within interior design (21%). While half of consumers believe that brands are using Gen AI today in a helpful manner, there is room for improvement as 44% of respondents believe it is not as helpful as it could be. This is opportunistic for brands to pay attention to as consumers think that Gen AI can help improve their experiences with faster and better customer service (65%), more personalised interactions based on their preferences (48%), make products and services cheaper (44%) and creating more exciting and creative experiences (36%).


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