TLDR: A new Deloitte ‘Connected Consumer’ survey reveals that over half of U.S. consumers are now using or experimenting with Generative AI, with workplace adoption skyrocketing. Despite this rapid embrace, significant concerns about data privacy, security, and potential misuse persist. The study highlights that consumer trust in tech providers, particularly those demonstrating both innovation and data responsibility, directly correlates with increased spending on technology.
NEW YORK – September 25, 2025 – A recent report from Deloitte, titled the 2025 ‘Connected Consumer’ survey, indicates a significant mainstreaming of Generative Artificial Intelligence (GenAI) among U.S. consumers. The study reveals that over half (53%) of surveyed U.S. consumers are actively using or experimenting with GenAI. This adoption is particularly pronounced in the workplace, where usage has surged more than fivefold since 2023, climbing from 6% to 34%.
Despite the rapid integration of GenAI into daily and professional lives, the survey underscores a growing apprehension among users regarding the technology’s implications. A substantial 70% of respondents expressed worries about data privacy and security when utilizing digital services. Furthermore, 82% of GenAI users surveyed believe the technology could be misused, an increase from 74% in 2024. This concern is reflected in consumers’ reluctance to share sensitive personal information, with only about 1 in 10 consumers very willing to share data such as financial, communication, or biometric details.
The Deloitte report emphasizes that tech innovation alone is insufficient to capture the full market potential. Consumers are increasingly demanding privacy, clarity, and ethical security from their technology providers in the current AI-driven landscape. The study found a direct correlation between trust and consumer spending: surveyed consumers who perceive their tech providers as excelling in both innovation and data responsibility spend 62% more annually on tech devices compared to those who view providers as lagging in these areas. Even among companies recognized for their innovation, those that are also trusted see a 25% higher annual spending on tech devices, underscoring trust as a critical competitive advantage.
Positive sentiment towards GenAI is also notable, with 42% of surveyed GenAI users reporting a ‘very positive’ effect on their lives, surpassing perceptions for both devices (36%) and apps (29%). This indicates a strong appreciation for the benefits GenAI offers, even as concerns about its responsible deployment grow.
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Conducted in Q2 2025, the Deloitte ‘Connected Consumer’ survey gathered insights from 3,524 U.S. consumers, with data weighted to represent the U.S. Census. The findings highlight a pivotal moment for the technology industry, where fostering consumer trust through responsible innovation and robust data protection practices will be key to sustained growth and deeper market penetration for Generative AI.
