Key Stat: 33% of US genAI users have experienced inaccurate or misleading output when using the technology, according to a September 2025 report from Deloitte.

Beyond the Chart:

• Younger shoppers are willing to let AI agents shop for them, but not without guardrails. Some 47% of Gen Zers and 48% of millennials say they are at least somewhat likely to let AI agents buy things for them, according to an August 2025 YouGov survey.
• Market researchers are racing ahead with AI adoption while battling quality concerns. Nearly all (98%) US market researchers have used genAI over the past year, and 72% use it at least once daily, according to a Harris Poll–QuestDIY survey from August 2025.

Use This Chart: This data can be used to justify building human review checkpoints before AI deployment and to benchmark your genAI trust issues against accuracy, performance, privacy, and transparency.

Related Reports:

• AI, Consumer Behavior, and the Trust Economy (EMARKETER subscription required)
• How Consumers Perceive GenAI in Media (EMARKETER subscription required)

Methodology: Data is from the September 2025 Deloitte "2025 Connected Consumer Survey." 3,524 US consumers were surveyed during Q2 2025. All data was weighted to the most recent US census to arrive at a representative view of US consumers’ opinions and behaviors.