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.)
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