Consumers Willing to Pay More for Responsible AI, Survey Finds
▼ Summary
– 40% of US gen AI consumers are willing to pay for AI tools and services, with payment linked to vendor innovation and trustworthiness.
– Over half of surveyed consumers (53%) now use or experiment with gen AI regularly, up from 38% in 2024, and 42% of regular users report a very positive life impact.
– Consumers aligned with “Trusted Trailblazer” vendors, who excel in innovation and data responsibility, spend significantly more on tech and are more likely to increase future spending.
– Awareness of AI risks is rising, with 82% of users concerned about misuse and 74% fearing erosion of critical thinking skills, while one-third have encountered incorrect information.
– Tech vendors should treat trust as a product feature by embedding transparency and data protection to build consumer loyalty and convert free users into paying customers.
A recent survey reveals a significant shift in consumer attitudes, with a growing number of people now open to paying for generative AI tools, provided the companies behind them demonstrate strong innovation and a genuine commitment to data responsibility. This willingness to invest underscores a broader expectation for technology that is not only powerful but also trustworthy and ethically developed.
According to the 2025 Connected Consumer Survey conducted by Deloitte, which polled 3,524 U.S. adults, more than half of respondents are either experimenting with or regularly using generative AI. This marks a sharp increase from the previous year, highlighting the technology’s rapid integration into daily life for personal, professional, and educational purposes. A notable 42% of regular users report a very positive impact from AI, surpassing their satisfaction with devices and mobile applications.
Usage of generative AI is becoming a routine activity, with just over half of participants engaging with these tools every day and 38% using them at least weekly. This frequent interaction signals a deepening reliance on AI capabilities.
Perhaps the most striking finding is that 40% of generative AI users indicated they or their households currently pay for AI tools or services. This figure stands in stark contrast to other recent studies that suggested much lower payment rates, pointing to a potential market shift as AI becomes more embedded in everyday tasks.
For those unwilling to pay, the primary reasons centered on utility and cost. Half of non-paying users feel free tools are sufficient for their needs, while others cite infrequent use or high prices as barriers.
Deloitte’s analysis went further by categorizing technology providers into four segments: Fast Innovators, Trusted Trailblazers, Data Stewards, and Slow Movers. These categories were developed based on consumer perceptions across 16 attributes, including innovation, data protection, transparency, and user control. Trusted Trailblazers, companies seen as excelling in both innovation and data responsibility, emerged as a key driver of consumer spending.
Survey respondents whose views aligned with Trusted Trailblazers reported spending 62% more annually on tech devices and 26% more monthly on tech services compared to those aligned with Slow Movers. They were also more than twice as likely to plan increased spending in the coming year. This correlation suggests that a dual focus on cutting-edge innovation and rigorous data stewardship not only builds consumer trust but also directly influences purchasing behavior.
At the same time, awareness of potential risks associated with generative AI is on the rise. Eighty-two percent of users and experimenters believe the technology could be misused, up from 74% the previous year. Concerns about eroded critical thinking skills were shared broadly, and a third of users reported encountering incorrect or misleading information from AI systems, with nearly a quarter experiencing data privacy issues.
For technology vendors, these insights present a clear imperative. The spending patterns observed indicate that building trust should be treated as a core product feature. Companies that embed transparency, explainability, and robust data protection directly into their offerings are more likely to secure long-term customer loyalty and a greater share of wallet.
As one researcher noted, consumers are increasingly evaluating the trade-offs involved in using digital tools, particularly around privacy and security. In this environment, providers who prioritize responsible innovation are best positioned to convert free users into paying customers and sustain growth in a competitive marketplace.
(Source: ZDNET)
