AI is rewriting the consumer playbook. GenAI and agentic systems now guide how people discover, decide, and buy. This Data Lab follows that evolution—tracking adoption of Agentic and Generative AI across 54 personal-use cases in nine areas of daily life including shopping, banking, health and wellness, travel and leisure activities.
The consumer AI framework considers 54 different activities that can be performed using new forms of AI (GenAI, Agentic) across 9 activity groups; from shopping, finances, health, education, travel, and many others. Each individual activity is assigned a weight based on the sophistication required of the AI platform for reasoning and accuracy, the perceived risk associated with using AI to complete an activity (e.g. having an agent plan and book a complex travel itinerary without human intervention) and level of personal information required to complete the activity (e.g. linking to bank accounts). Consumer personas are created using this model. Consumers with the highest scores are Power users, consumers with the lowest scores are Light users and the remaining middle are Mainstream users.
This analysis is based on monthly surveys conducted online with a US Census-balanced sample of about 2,000 consumers, ensuring representative distribution across key demographic segments (gender, income, age).
