The use of artificial intelligence is now commonplace among consumers. Prophet’s new “2026 AI-Powered Consumer Report” found that adoption of generative AI has risen to 73%, up sharply from 45% in 2024, demonstrating how quickly these tools have become part of everyday life.
At the same time, enthusiasm around AI has begun to cool. Consumer enthusiasm fell by 7%, suggesting that people increasingly see AI as a utility rather than a novelty. For marketers, this shift is important because AI alone no longer creates differentiation.
Additionally, the number of consumers who believe that GenAI will become deeply ingrained in everyday life and handle the majority of decisions has decreased by 30%. This suggests even less confidence in big promises about artificial intelligence. The public is entering Gartner’s “disillusionment pool,” where excitement fades and reality begins to take over. With AI, however, the change feels more personal. A growing number of consumers are concerned about what technology could mean for human relationships, creativity and everyday experiences.
This wider adoption is accompanied by growing skepticism. The report found that 71% of consumers worry about AI-related inaccuracies and misinformation, especially as AI systems are increasingly integrated into online shopping, customer service and search. Today, consumers may rely on artificial intelligence more often, but many still wonder whether they can fully trust the results.
All of this explains why consumers are experiencing AI fatigue. About 62% say they get frustrated when companies completely eliminate human support, even though automated systems are faster and more efficient. This 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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Constantine von Hoffman is a senior editor at MarTech. A veteran journalist, Con has covered business, finance, marketing and technology for CBSNews.com, Brandweek, CMO and Inc. He was city editor of the Boston Herald, news producer at NPR and has written for Harvard Business Review, Boston Magazine, Sierra and many other publications. He has also been a professional stand-up comedian, has lectured at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and board games, and is the author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife Jennifer and too many or too few dogs.
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