Generative AI use is skyrocketing, but consumers demand human touch: Euromonitor International

• Millennials lead the way in AI adoption, but only 19% trust chatbots for complex tasks  
• Nearly half of businesses plan to invest in Generative AI within five years  
• Smart appliance sales surge, rising from 17% in 2020 to 23% in 2023, driven by AI advancements   

London, UK – Generative AI is disrupting and transforming industries, but consumers are demanding human oversight, reveal findings from global analytics company Euromonitor International. 

Euromonitor International's Top Global Consumer Trends 2025 report highlights the immense potential of artificial intelligence (AI) technology, alongside the challenges businesses must address.   

Linda Lichtmess, research consultant at Euromonitor International, said: “While the use of Generative AI has surged over the past two years, there’s been a reassessment of pros and cons. With consumers more familiar with AI and its functionalities, they also became aware of its limitations. The reality check shifted the conversation from focusing solely on AI’s potential to a more nuanced understanding of its capabilities. 

Millennials drive the AI revolution, but chatbots fall short   

Although 40% of consumers view AI as a trustworthy source in 2024, generational divides are evident. Millennials are leading the charge in adopting AI, while Baby Boomers remain sceptical—48% express discomfort with autonomous vehicles.   

Chatbots, while effective for basic tasks, are falling short for complex queries. Only 19% of consumers feel confident using bots to handle intricate problems, signalling a need for urgent improvements to win user trust. 

Customers increasingly see integrating human oversight into AI systems as essential to ensuring accuracy, building trust, and addressing challenges that bots alone cannot resolve. 

Lichtmess added: “Although undeniably useful, AI has limitations—such as providing outdated data, distorting results or lacking the necessary context for dealing with complex ideas. This has sparked mixed feelings. On one hand, people appreciate practical benefits like personalised ads and streamlined shopping experiences. On the other, people want clarity on whether they’re engaging with human-made or AI-generated content.” 

Generative AI becomes the next big bet for businesses  

The corporate world is diving into AI headfirst, with 49% of professionals planning to invest in Generative AI in the next five years. Retail and consumer electronics are leading the way, utilising tools such as L’Oréal’s Beauty Genius and Samsung’s Bespoke AI appliances. 

Smart appliance sales have soared, increasing from 17% of all units in 2020 to 23% in 2023, with no signs of slowing down.   

Lichtmess concluded: “Business should offer a seamless customer experience where AI supports efficiency, but never at the expense of genuine human interaction. It's about using technology when it will actually provide some advantage to the customer, not in place of the personal connection that is still so essential in maintaining trust and loyalty.” 

Notes to Editors   

1. Over 40% of consumers found generative AI to be a trustworthy source of information last year, highlighting growing confidence in AI technology.  
2. One-quarter of consumers said relevant product recommendations were the top benefit of using generative AI in shopping, highlighting its role in improving customer experience.  
3. Baby boomers were more hesitant, with only a quarter feeling comfortable with voice assistants offering personalised product suggestions.  
4. Only 19% of consumers were comfortable using bots for complex enquiries, indicating areas for improvement in AI technology.  
5. Nearly two-thirds of professionals said their companies plan to invest in generative AI within the next five years, showing its rising importance in business. 

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About Euromonitor International   

Euromonitor International leads the world in data analytics and research into markets, industries, economies and consumers. We provide truly global insight and data on thousands of products and services to help our clients maximise opportunities, and we are the first destination for organisations seeking growth.  With our guidance, our clients can make bold, strategic decisions with confidence. We have 16 offices around the world, with 1000+ analysts covering 210 countries and 99.9% of the world's consumers, and use the latest data science and market research techniques to help our clients to make sense of global markets.