Key stat: Over 4 in 10 (44.4%) of US adults are somewhat or very likely to use an AI tool like ChatGPT or Copilot to research potential purchases, according to April data from Attest.

Beyond the chart:

• Only 17% of US full-time professionals at large companies either frequently or very frequently use AI tools in their day-to-day tasks, per a March survey from Workera.
• 40% of AI tool users worldwide feel that human interactions provide empathy and understanding, while AI chatbots provide quick responses, according to January data from GWI.

Use this chart: Marketers can use this chart to understand the current consumer journey and what steps are taken to learn more about a product. To stand out during consumer research, they can undertake machine-to-machine marketing initiatives to appear more often in AI tools' responses.

Related EMARKETER reports:

• A Marketer’s Guide to AI Agents 2025 (EMARKETER subscription required)
• Navigating the AI-Powered Path to Purchase (EMARKETER subscription required)

Note: Respondents were asked, "How likely or unlikely are you to do the following things: Use an AI tool like Chat GPT or Copilot to research potential purchases?" Data was provided to EMARKETER by Attest. This data is being featured as part of our special coverage of AI in Marketing.

Methodology: Data is from the April 2025 Attest "Brands and technology: AI survey." 1,000 US adults ages 18-67 were surveyed on April 2, 2025.