Inside the AI Gap: Why Consumers Engage, But Still Hesitate

AI tools are now part of daily life for a growing number of consumers. In our recent study spanning ten global markets, 45% of adults report actively using AI. That places AI ahead of every other emerging technology we tracked, including cryptocurrency, NFTs, and virtual worlds. Just 4% of respondents say they avoid AI entirely.

This widespread usage signals a shift from novelty to familiarity. But high engagement does not automatically translate into high satisfaction, trust, or long-term retention. For marketers and product teams building consumer-facing AI tools, the data points to a set of more nuanced challenges—ones that sit beyond awareness or access, and closer to execution, experience, and expectation.

Here are six key takeaways that may help guide roadmap decisions, go-to-market strategies, and product design.

1. Strong usage today often signals continued demand

In most markets, current users expect to keep using AI—and to do so more frequently over time. This is especially evident in India, where 62% of adults report using AI and 88% plan to increase their use over the next year.

This kind of alignment between past behaviour and future intent suggests that AI products are forming part of people’s regular routines. But in some markets, such as Japan, the pattern diverges. Only 11% report current use, but 38% expect to use AI tools in the coming year. This indicates latent demand—users who are open but not yet activated—possibly due to product complexity, limited relevance, or low cultural resonance.

For product teams, these are important distinctions. High usage markets may require retention and upsell strategies. Low usage but high intent markets may require onboarding improvements, education, and localised UX refinements.

2. Intent gaps mark areas of untapped opportunity

Several countries show large differences between current use and stated intent to use AI. These gaps signal potential, but also suggest execution is falling short.

These markets aren’t struggling with awareness. Consumers know what AI is and are actively considering it. The challenge is helping them move from curiosity to action—through better value communication, simpler onboarding flows, and tools that solve recognisable problems in culturally appropriate ways.

3. Functional motivations differ across age groups

Understanding why people use AI is critical for segmentation and positioning. Among younger adults (18–24), the most common reason is learning. AI is seen as a tool for studying, upskilling, and exploring new topics. For older users (60–64), the focus shifts to time-saving and task management.

These differences shape how users perceive value. Younger users may look for discovery, creativity, and speed. Older users may prioritise dependability, simplicity, and utility. A single product may serve both groups, but not without thoughtful segmentation and experience design. Positioning, features, and onboarding journeys should reflect the specific job the product is being hired to do.

4. Common objections point to fixable issues

Where people aren’t using AI, the reasons are typically grounded in friction—not rejection. These vary by market:

• In the Philippines, many consumers express a preference for human interaction or are concerned about privacy.
• In Japan, a large share of respondents say they simply don’t know how to use AI tools.
• In Australia, job displacement remains a significant concern.

Each of these points to a slightly different challenge. But none suggest that people are fundamentally opposed to AI. In most cases, the product either isn’t clear, doesn’t feel safe, or doesn’t meet the user where they are. KPMG’s 2025 global study backs this up: 83% of consumers say they would trust AI tools more if they came with transparent safeguards and human oversight.

This creates clear to-do lists for product and marketing teams. Privacy defaults, human-in-the-loop UX, and clearer onboarding flows aren’t just good design—they’re trust-building mechanisms.

5. Workplace use is high, but policy and structure are missing

Many consumers are already using AI at work, even if their employers haven’t formally introduced it. KPMG reports that 58% of global employees use AI tools at work, often without training or company-approved platforms. Public tools like ChatGPT and Gemini are filling the gap.

This raises issues for compliance and quality control, but it also opens up a route to distribution. If your AI product can integrate into existing workflows, provide lightweight governance, or make it easy for teams to formalise use, you can meet users where they already are. For B2C AI products with work use cases, this crossover is worth watching.

6. Emerging markets report higher trust and perceived value

AI adoption is strongest in emerging markets. In these countries, 80% of adults report using AI—compared to 58% in advanced economies. These users are also more likely to say they trust AI and believe it improves their lives.

One reason may be that AI is being used to fill real gaps. Where services like education, healthcare, or administrative support are less available, AI tools offer an accessible alternative. As a result, they are evaluated based on outcomes rather than novelty.

This makes feature prioritisation and messaging even more important. In these markets, marketing AI as “innovative” may resonate less than showing clear, immediate utility. Product teams building for emerging markets should focus on value delivery and friction reduction above all.

What this means for AI product teams

The next wave of AI growth will be underpinned by products that are accessible, understandable, and useful in context.

For marketers and product developers, the key is to stop thinking of “AI adoption” as one trend. It is a set of overlapping journeys, shaped by age, geography, infrastructure, and intent. Each segment will need something slightly different—from how the product is framed to how trust is earned.

The job now is not just to attract users. It’s to help them succeed once they arrive. ◼️

This article draws on data from multiple online surveys conducted by Protocol Theory between October 2024 and June 2025, involving 4,882 internet-connected adults aged 18 and over across ten diverse global markets. Quotas on age, gender, and location were applied to ensure national representation where possible.

To learn more about our global AI dataset or to explore custom research for your product or brand, get in touch.