Forrester: How Gen AI is reshaping consumer behaviour in 2026

As consumers grow more comfortable confiding in generative AI (Gen AI) for sensitive, personalised and emotionally supportive interactions, a deeper sense of “intimacy” with the technology is emerging.

According to Forrester’s latest report, The State of Gen AI and Consumers for 2026, 62% of global users now engage with Gen AI at least weekly - a sign the technology is evolving from a productivity enhancer into an increasingly embedded cognitive partner.

The report highlights the rapid acceleration of Gen AI adoption, reshaping how consumers seek information, make decisions and form digital habits. Among those who have used Gen AI, one in five online adults now use it daily, with many viewing it as their preferred “answer engine.”

Despite ongoing concerns around misinformation and data privacy, Gen AI is becoming woven into everyday life, powering everything from search and content creation to personal advice and companionship.

Usage has increased by between two and 12 percentage points year on year across global markets. ChatGPT remains the most widely used Gen AI tool, with adoption rising across all demographics, including a notable uptick among female users. This growing familiarity is driving expanded use cases, echoing the trajectory of smartphones. For many, Gen AI is becoming a “second brain.”

Globally, consumers are leaning on Gen AI primarily for personal tasks such as writing assistance, planning, recommendations and daily problem-solving. In the US, adults with advanced degrees are twice as likely to use Gen AI at work compared to those with only a high school education (49% vs 24%). However, the boundary between personal and professional use is increasingly blurred.

In both the US (27%) and the UK (31%), consumers report using Gen AI tools as both digital assistants and companions. Users often describe the technology as non-judgmental, emotionally supportive and always accessible - qualities that encourage deeper engagement and routine use.

More than 40% of users turn to Gen AI for drafting content, while a similar proportion rely on it for advice and recommendations. In early signs of AI-influenced commerce, around 28% of US and 27% of UK online adults have already made purchases using AI. While fully autonomous agentic AI remains nascent, consumers are becoming more comfortable delegating assistive tasks such as travel planning, content generation and product discovery.

Despite rapid adoption, caution persists. Misinformation, data privacy risks and potential job displacement remain leading concerns. As AI tools become more deeply embedded in daily routines, consumers increasingly expect transparency, safety and ethical governance from the brands deploying them.

For brands, the decline in organic traffic linked to large language models (LLMs) and the zero-click phenomenon varies significantly. Forrester suggests organisations optimise for AI discovery and rethink search more holistically, positioning AI as a new interface that adapts to consumer intent and real-time context.

At the same time, brands must recognise their ethical responsibilities - aligning AI systems to build stakeholder trust, create internal alignment and ensure strong model governance from the outset.

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