According to recent Deloitte research (53%) are now either experimenting with generative AI or using it regularly—up sharply from 38% in 2024, according to the “2025 Connected Consumer” study. Respondents are integrating the technology into daily life, accessing generative AI tools and bots for personal, professional, and educational use. Moreover, the survey finds that 42% of regular generative AI users say it has a “very positive” effect on their lives—outpacing perceptions of both devices (36%) and apps (29%). Generative AI users—those who use it regularly for projects and tasks beyond experimentation—nearly doubled to 20% over the past year. Experimenters—those who don’t yet use generative AI as regularly—rose to 33%. The group reporting that they are not familiar with the concept of generative AI has dwindled to just 13%. Roughly half of surveyed generative AI users (51%) say they use it every day, and 38% say they use it at least once a week, which suggests that the technology is becoming part of their routine digital activities. Most generative AI users surveyed report engaging with the technology through standalone applications on their phones (65%) or via tool-specific websites (60%). Sixty-nine percent of users also report tapping into generative AI capabilities built into other familiar software and services they use, such as search engines, social platforms, and office productivity apps. About four in 10 surveyed generative AI users say they or their households pay for generative AI-infused tools or services. Among users who don’t pay for the technology, half say the main reason is that free tools are good enough; 20% say they don’t use the tools often enough to warrant paying; and 17% cite price.