Consumers recognize AI in devices, but resistance remains

CHICAGO — Artificial intelligence is increasingly visible across smartphones and other consumer technology, but awareness is not yet translating into universal enthusiasm, according to new research from Circana, LLC.

A recent Connected Intelligence report, The Evolving Ecosystem, found that 86% of U.S. consumers ages 18 and older are aware of AI capabilities in smartphones and other technology devices. Even so, more than one-third — 35% — say they are not interested in having AI embedded in their devices.

“As AI transitions between cloud and devices, customers decide whether to adopt the newest technology,” said Sara Rosenman, senior analyst of Connected Intelligence at Circana. She noted that AI remains “more of a nice-to-have feature, as opposed to a core decision driver.”

For consumers who are resistant to AI, practicality and trust remain key barriers. Nearly two-thirds of those opposed said they simply do not need AI because their current devices already perform the tasks they require. Privacy concerns ranked a close second, cited by 59% of detractors, while 43% said they do not want to pay more for AI-enabled features. Only 15% described AI as sounding overly complicated, suggesting cost and perceived value — not usability — are the larger hurdles.

Interest in AI skews sharply younger. Among consumers who are aware of AI, 65% expressed interest in AI features on at least one type of device, most commonly smartphones. That share jumps to 82% among consumers ages 18 to 24 and steadily declines among older age groups.

Voice control, one of the earliest and most familiar consumer-facing AI applications, continues to gain traction across device categories. Smartphones are the most frequently spoken-to devices, used by 75% of voice users, followed by smart speakers, smart displays and smart glasses among their respective owners. Even in emerging categories, adoption is notable: more than one-third of smart refrigerator owners use voice controls on their appliances.

Consumers most often use voice features to play music, ask questions online and receive information to prepare for the day, underscoring AI’s role as an assistive layer rather than a standalone product.

“Innovators must establish key functionalities and trust for AI to become a prominent component of consumers’ ecosystems,” Rosenman said. As with voice control before it, she added, AI must be positioned as a value-added perk — not the product itself — to drive broader interest, usage and sales.