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ZDNET's key takeaways
40% of US gen AI consumers would pay for products and services.
Willingness to pay is tied to vendor innovation and responsibility.
Tech vendors should treat trust as a product feature.
US consumers are increasingly integrating AI chatbots into their lives and have a relatively positive view of the technology, according to a survey by consulting firm Deloitte LLP. The survey also found that consumer willingness to pay for tools hinges on whether vendors are perceived as innovative and trustworthy.
"[As] consumers dive deeper into personalized digital experiences, they're starting to evaluate the trade-offs, especially when it comes to privacy and security," wrote lead author Steve Feinberg and Deloitte colleagues in the firm's sixth-annual survey of US consumers, the 2025 Connected Consumer Survey.
Usage is surging
The firm's Center for Technology, Media, and Telecommunications conducted the survey of 3,524 US consumers in the second quarter of 2025.
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